Amazon positions AWS as global AI marketplace with model-agnostic Bedrock platform
Published: 04:31 10 Jun 2025 EDT
Amazon Web Services is aiming to become the world’s central marketplace for artificial intelligence, offering businesses access to a broad selection of models rather than betting on a single winner.
Through its Bedrock platform, AWS lets customers choose from more than 100 large language models to build AI applications tailored to specific needs, a model-agnostic strategy that sets it apart from rivals such as Microsoft, which has aligned closely with OpenAI.
Bedrock is now AWS’s fastest-growing service and a cornerstone of Amazon’s AI ambitions.
Alongside its open model approach, AWS has backed Claude-maker Anthropic with $8 billion in funding and launched its own Nova models to expand options further.
Customers can also select the underlying hardware, including AWS’s own chips, to optimise for price and performance. With AI revenues growing rapidly, Amazon is committing $100 billion in capital investment this year, largely focused on AWS infrastructure.
