Amazon is phasing out the majority of its Nova AI models.

      Amazon is phasing out the majority of its primary Nova AI models, focusing instead on a singular, larger initiative to create one truly competitive foundation model. This shift highlights a withdrawal that previously appeared to be characterized by closed offices and job reductions.

      As first reported by Business Insider, the company has started to decommission most of its proprietary Nova lineup. This includes the premium Premier and Omni models, the Reel video generator, and the Canvas image generator. Some employees refer to this as “KTLO” mode, meaning “keep the lights on.” While these models will still be supported for current customers, they are no longer a priority for further development.

      This update provides clarity on a narrative we initially reported months ago, which began with the closure of Amazon's AGI Lab and its exit from a race it never led. At that time, the news focused on the lab's closure and staff layoffs; now, it is apparent which products are being sacrificed and the reasons behind those sacrifices.

      The company is now allocating resources to a new initiative named Frontier Model Research, or FMR, under the leadership of Pieter Abbeel. He joined Amazon as part of its acquisition of the robotics startup Covariant in 2024. A new flagship model is anticipated to be unveiled at Amazon’s re:Invent conference this fall, and it could still retain the Nova branding.

      The rationale behind this strategy is an emphasis on focus. Under former AI head Rohit Prasad, Amazon had diversified into text, image, and video models. However, Peter DeSantis, who took over the consolidated group in December, has redirected talent and limited computational resources towards fewer, more significant initiatives. Prasad departed at the end of 2025, and AGI Lab’s founder David Luan left in February.

      The Nova brand is not entirely disappearing, as Amazon has indicated that several products will remain available. These include Nova 2 Lite, Nova 2 Sonic, the Nova Forge customization service, and the Nova Act agent tool. However, the company’s AGI division in San Francisco, which consisted of 80 researchers, has been shut down, according to GeekWire.

      Where Amazon has an edge is in its existing infrastructure. Unlike competitors like OpenAI, Anthropic, and Google, who made their models household names, Amazon’s Nova never achieved the same level of recognition. Additionally, its systems were costly to operate in relation to the value offered, facing competition from cheaper alternatives in a market moving towards lower-cost solutions.

      Consequently, Amazon has leaned into its core strengths by focusing on infrastructure. AWS serves as a key provider for much of the industry, with significant compute commitments of $138 billion from OpenAI and over $100 billion from Anthropic. Its custom Trainium chips have evolved into a multibillion-dollar business that Jeff Bezos describes as a fourth pillar of the company.

      An Amazon spokesperson dismissed suggestions of a retreat, stating, “AI models remain one of the most important things we’re working on, and that hasn’t changed,” while also noting that the company “continually evolves” its offerings based on customer needs.

      The more challenging question remains one that Nova has yet to resolve. Amazon can host various models from other companies and sell the underlying chips. However, whether it can develop a frontier model that developers choose over competitors like Claude, Gemini, or GPT is what the upcoming re:Invent will determine.