Jeff Bezos believes custom computer chips could become its next major pillar. “What I see right now is that our chips business, our silicon business, is lining up to be our next pillar.” Why Amazon is building an alternative to NvidiaBezos’ comments underscore Amazon’s expanding investment in custom AI chips as demand for computing capacity rises and cloud providers seek alternatives to Nvidia’s market-leading processors. Technology giants are seeking to develop their own processors to reduce their dependence on Nvidia’s costly AI chips. Amazon has invested heavily in custom silicon through Annapurna Labs, the Israeli chip startup it acquired in 2015.