AWS launches Nova Forge and Nova 2 models, giving enterprises a path to custom AI for $100,000
14 Sources
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AWS launches new Nova AI models and a service that gives customers more control | TechCrunch
Amazon Web Services is rolling out a slate of new homegrown AI models and a service for enterprise customers to build their own custom versions. The cloud provider launched Nova 2, a fleet of four new AI models to its Nova model family, during AWS CEO Matt Garman's AWS Re:Invent keynote on
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Amazon Has New Frontier AI Models -- and a Way for Customers to Build Their Own
The ecommerce giant announced the second generation of its Nova AI models at re:Invent, a company conference held in Las Vegas. The models are nowhere near as popular as those offered by rivals like OpenAI and Google, but Amazon's plan to make them highly customizable could see them gain traction
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Amazon to let cloud clients customize AI models midway through training for $100,000 a year
Attendees pass an Amazon Web Services logo during AWS re:Invent 2024, a conference hosted by Amazon Web Services, at The Venetian hotel in Las Vegas on Dec. 3, 2024. Amazon has found a way to let cloud clients extensively customize generative AI models. The catch is that the system costs $100,000
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AWS Nova Forge could be your company's cue to start building custom AI models
Nova 2 introduces a range of foundational models for usage too AWS has revealed Nova Forge, a new service which will allow users to customize the company's AI models exactly to their liking. Announced at AWS re:Invent 2025, the platform will see customers build frontier models by first selecting
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With Nova Forge, AWS gives companies a path to build foundation-class models without GPUs
Amazon Web Services (AWS) is leaning into the growing trend toward custom models with a new service that it says will let enterprises bring more personalization and internal knowledge. The move comes alongside the release of AWS's new models as part of its Nova family, which expands the
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Amazon debuts Nova Forge and next-gen chips. Here's what to know
Why it matters: Amazon is trying to define itself as more than just a low-cost cloud provider to run other companies' models. Driving the news: Announced at its Re:Invent conference in Las Vegas, Nova Forge allows companies to inject their own data at various stages of training. * Amazon says the
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Frontier models enter new phase with customization - SiliconANGLE
Nova Forge aims to close AI's domain knowledge gap with customizable frontier models Artificial intelligence is maturing into a new phase -- one powered by customizable frontier models built for real-world domain expertise. Look no further for evidence of this shift than with Nova, Amazon Web
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Amazon Fires Back at OpenAI and Google with New Nova Models and Nova Forge | AIM
Nova Forge, an open training capability that lets organisations build customised variants of Nova called Novellas. Amazon has added four new AI models to its Nova lineup, introduced a new way for companies to train their own custom versions, and launched a tool that helps build AI agents that can
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AWS introduces Nova Forge for training bespoke 'Novella' frontier models - SiliconANGLE
AWS introduces Nova Forge for training bespoke 'Novella' frontier models Amazon Web Services Inc. today announced Nova Forge at AWS re:Invent, a first-of-its-kind service that allows enterprise organizations to train and build their own frontier AI models based on the company's Nova family. Nova
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AWS expands Nova foundation models, adds multimodal support - SiliconANGLE
AWS expands Nova foundation models, adds multimodal support In conjunction with its announcement of Nova Forge, a platform for building customized variants of its Nova foundation models, Amazon Web Services Inc. today introduced four new artificial intelligence models under the Nova banner that
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AWS Nova 2 AI Models Launched At re:Invent 2025 As CEO Touts New Innovation
CEO Matt Garman's keynote at AWS re:Invent 2025 today focused on the launch of four new Nova AI models looking to shake up the AI industry. Here's what every AWS partner needs to know. Amazon Web Services launched four new AI models inside its Nova portfolio with the goal of taking AI training,
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Amazon delves deeper into AI with launch of AI Factories, new Nova models and agent-building tools
Amazon Web Services (AMZN) has fully embraced the artificial intelligence revolution, launching its AI Factories and a new lineup of Nova models at re:Invent 2025 in Las Vegas today. While AWS already offers the largest global network of AI infrastructure, it AWS AI Factories enable customers to
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AWS Unveils Nova 2 Omni & Next-Gen AI Innovations at re: Invent 2025
Amazon Web Services (AWS) has revealed one major AI advancement at its flagship event re:Invent. The tech giant has introduced new models, infrastructure, and tools designed to accelerate the development and deployment of AI. Revamping the AI landscape, AWS has released the long-awaited product:
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Amazon Introduces Four New Frontier Nova Models, a Pioneering Nova Forge Service for Organizations to Build Their Own Models, and Nova Act for Building Reliable Browser Agents
Amazon announces a comprehensive expansion of its Nova portfolio with four new models, a pioneering "open training" service that empowers organizations to build their custom model variants with Nova, and a service for creating highly reliable AI agents. Amazon Web Services (AWS) is guided by
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AWS unveiled Nova Forge at re:Invent 2025, a service that lets enterprise customers build custom frontier AI models for $100,000 annually by integrating proprietary data during training. The company also launched four new Nova 2 models with enhanced reasoning capabilities. Early customers including Reddit, Sony, and Booking.com are already using the platform to create domain-specific AI systems.
AWS Unveils Nova Forge to Build Custom AI Models
Amazon Web Services introduced Nova Forge at AWS re:Invent 2025, a groundbreaking service that allows enterprise customers to build custom AI models by integrating proprietary data at various stages of training
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. The service costs $100,000 per year and represents a significant shift in how companies can access frontier-level AI without the prohibitive costs of building models from scratch3
. AWS CEO Matt Garman announced the service during his keynote, emphasizing that tens of thousands of customers are already using Nova models1
.Nova Forge enables organizations to create what AWS calls "Novellas"—customized versions of AWS Nova models that can be pre-trained, mid-trained, or post-trained with company-specific data
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. This approach differs fundamentally from traditional fine-tuning, which happens after a model is fully trained. By allowing custom pre-training, a stage typically reserved for large AI labs, AWS gives enterprise customers unprecedented control over their AI systems2
.How Custom Model Training Solves Enterprise Challenges
Rohit Prasad, Amazon's head scientist for artificial general intelligence, explained that "everyone is looking for a frontier model that's an expert in their domain"
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. The service addresses a critical problem: when companies try to incorporate their own data into already-trained AI models through conventional methods, the models often "forget" their core reasoning capabilities. Matt Garman compared this to language learning, noting that "when you start when you're really young, it's actually relatively easy to pick up, but when you try to learn a new language later in life, it's actually much, much harder"1
.Reddit serves as a compelling case study for integrating proprietary data through Nova Forge. The social network needed a content moderation model that could identify rule-breaking content, but conventional models refused to analyze offensive or violent materials
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. Reddit's chief technology officer Chris Slowe explained that custom pre-training combined with fine-tuning produced "a Reddit expert model" that understands the platform's nuances far better than general-purpose systems2
. Other early customers include Sony, Booking.com, Nimbus Therapeutics, and the Nomura Research Institute3
.Second Generation of Nova AI Models Brings Enhanced Capabilities
Alongside Nova Forge, AWS launched the second generation of Nova AI models with four new foundation models: Nova 2 Lite, Nova 2 Pro, Nova 2 Sonic, and Nova 2 Omni
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. Nova 2 Lite is a cost-effective reasoning model optimized for everyday tasks that can process text, images, and videos to generate text5
. According to AWS evaluations, Nova 2 Lite performed equal or better on 13 out of 15 benchmarks compared to Claude Haiku 4.5, and showed strong results against OpenAI's GPT-5 Mini and Google's Gemini Flash 2.55
.Nova 2 Pro represents AWS's most intelligent reasoning model, designed for highly complex tasks like coding agents, long-range planning, and multi-document analysis
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. Nova 2 Sonic introduces speech-to-speech capabilities for conversational AI with a 1-million-token context window and support for multiple languages5
. The most ambitious addition is Nova 2 Omni, a multimodal reasoning model that can process images, text, video, and speech input while generating both text and images—making it the first reasoning model with this range of capability3
.Related Stories
AWS Competes in Crowded AI Market
While AWS has millions of customers, its Nova models face stiff competition. A July 2025 survey from Menlo Ventures showed Amazon-backed Anthropic controlled 32% of the enterprise large language model market, followed by OpenAI with 25%, Google with 20%, and Meta with 9%—while Amazon Nova had less than 5% market share
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. However, Prasad noted that Nova is the second-most popular family of models in Amazon Bedrock, with Anthropic's models holding the top position3
.The strategic value of Nova Forge lies in its accessibility compared to building models from scratch, which can cost hundreds of millions or billions of dollars
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. Not every company can afford thousands of Nvidia GPU H100s required for independent model development5
. Nova Forge is already in use by internal Amazon teams working on the company's stores and the Alexa AI assistant3
. Organizations can request that Amazon engineers assist with building their models, though this help isn't included in the $100,000 annual fee3
. Currently, enterprises can only create Novellas from Nova 2 Lite, but AWS plans to expand to other Nova 2 models soon5
.References
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