Prime Highlights:
- Nova Forgeallows companies to customize models during training, giving them more control over how the models learn from their data.
- Major organizations like Reddit, Sony, and Booking.comare already using Nova Forge to build tailored solutions.
Key Facts:
- The service costs $100,000 per yearand does not include support from Amazon engineers.
- Nova 2 Proand Nova 2 Omni are advanced models that handle complex reasoning, text, images, speech, and video for versatile business applications.
Background:
Amazon Web Services (AWS) has introduced Nova Forge, a service that lets organizations customize models while they are still being trained, giving companies more control over how the systems learn from their data.
The service costs $100,000 per year and does not include support from Amazon engineers. By allowing access to models at different training stages, Nova Forge offers a more affordable alternative to building models from scratch, which can cost hundreds of millions or even billions of dollars.
Usually, companies adjust models only after training is finished. Nova Forge lets businesses shape the model earlier so it better fits their data and needs. Organizations can also refine open-weight models, though training data and computing infrastructure are not included.
Several companies, including Reddit, Booking.com, Nimbus Therapeutics, Nomura Research Institute, and Sony, are already developing models using Nova Forge. Reddit, for example, enhanced a Nova model with its own data for better content moderation across a wide range of topics.
Amazon’s head scientist for artificial general intelligence, Rohit Prasad, said, “We are a frontier lab that has focused on customers. Our clients wanted it, and we have built Nova Forge to meet that demand.”
In addition to Nova Forge, AWS announced new reasoning AI models at its Reinvent conference in Las Vegas. Nova 2 Pro is built for complex reasoning tasks and performs as well as other leading models like Anthropic’s Claude 4.5, OpenAI’s GPT-5, and Google’s Gemini 3.0 Pro Preview.
Nova models are available through AWS’s Bedrock service, which allows companies to run AI models on Amazon Cloud infrastructure. Tens of thousands of organizations already use Nova models weekly, with Anthropic still leading Bedrock’s market share.
