Amazon is reportedly looking to revamp its AI strategy, shifting from a wide portfolio of models for text, images, video, and multimodal tasks toward a single frontier model. However, it has not seen similar gains in the AI model market, with several of its flagship models trailing the industry leaders in revenue and market share. These could be consolidated into a single multimodal frontier model, potentially still under the Nova brand. “As with any AI portfolio, we continually evolve our model lineup based on what customers need,” an Amazon spokesperson told Reuters. However, like Microsoft, Amazon still wants its own portfolio of AI models for internal use and for sale to cloud customers.