Amazon.com, Inc. (AMZN.US) takes a unique approach to create an "AI Model Supermarket" in order to build differentiated competitive barriers.

In the face of the artificial intelligence arms race, Amazon.com, Inc. (AMZN.US) Cloud Technology (AWS) is taking a different path - not betting on the success of a single large language model (LLM), but building a model supermarket to allow customers to freely choose their technology path. This strategy is helping AWS to build a unique stronghold in the cloud computing battlefield. As the core of AWS's artificial intelligence strategy, the Bedrock service has become a growth engine since its launch two years ago. In the first quarter of this year, the platform contributed to over 18% of AWS's total revenue, with its core competitiveness lying in providing an "AI toolbox" consisting of over 100 models. Dave Brown, Vice President of Computing and Networking at AWS, bluntly stated, "No single model can cover all scenarios." This realization was confirmed in the DeepSeek model event - when this Chinese startup introduced a disruptive model, AWS launched its hosted version on Bedrock in just one week, showcasing an amazing technological response speed. It is understood that the birth of Bedrock can be traced back to 2020. At that time, Product Director Artur Dio wrote an internal memo proposing the development of a code generation tool based on LLM. Although CEO Andy Jassy initially thought it was a "pipe dream," when Code Whisperer was officially launched in 2023, the team quickly realized that what customers truly needed was the choice across models. This shift in perspective led AWS to become the first cloud service provider to offer a multi-model selection platform. To avoid relying too heavily on a single model, AWS adopted a combination strategy of "self-development + investment." In November 2024, AWS doubled its investment in Anthropic to $8 billion, requiring Anthropic to exclusively use AWS chips to train its large language model Claude. This $8 billion deal allowed Amazon.com, Inc. to prove its artificial intelligence training infrastructure, deepen its ties with an LLM provider, and continue to offer a variety of model choices on Bedrock for customers. Additionally, in late 2024, two years after the launch of ChatGPT, Amazon.com, Inc. introduced its own basic model series, named Nova. This dual-track parallel mode allowed AWS to tie in deep cooperation with Anthropic while maintaining platform openness. Dan Rosenthal, Market Cooperation Officer at Anthropic, admitted, "We focus on winning in our areas of strength, and when customers need multiple model choices, Bedrock is the best carrier." On the hardware front, AWS is challenging NVIDIA Corporation's monopoly position through its self-developed chips. The Bedrock platform allows customers to freely choose AWS's self-developed chips or hardware from Intel Corporation (INTC.US), AMD (AMD.US), and NVIDIA Corporation (NVDA.US), a "cooperative competition" model that directly addresses industry pain points: while NVIDIA Corporation's chips are powerful, AWS reduces the cost of its own chips in specific scenarios through optimization technology. With capital expenditures expected to reach $100 billion in 2025 (a 20% increase from 2024), the battle of computing costs is heating up. While AWS's first-quarter revenue grew by 16.9% year-on-year to $292.7 billion, it has fallen short of expectations for three consecutive quarters. Jassy's disclosure of "triple-digit growth in AI revenue" data in the shareholder letter reflects the urgency of strategic transformation. Currently, Amazon.com, Inc. is directing the majority of its capital expenditures towards the AI field, and the cost-effectiveness advantage of its self-developed chips may be a key variable in breaking through NVIDIA Corporation's blockade. In this AI infrastructure battle, AWS is using practical actions to interpret the new rules of competition: when the industry focuses on the model high ground, the real decisive battlefield may be who can provide developers with more freedom in technical combinations and more cost-effective computing solutions. This wisdom of "not putting all your eggs in one basket" is exactly the unique bargaining chip that cloud computing giants use to confront the tech newcomers.