Recently, there’s a name that’s become especially popular in the AI community—DeepSeek.

This technology has not only stirred up the tech world but also attracted the attention of many industry giants. While everyone is still discussing just how powerful DeepSeek is, Amazon has already quietly taken action and integrated it into its own AI platform.

That’s right, Amazon is once again ahead of the curve this time.

Image source: Internet

Amazon’s AI Strategy: Not Just Following the Trend, But Leading It

Amazon’s move this time is no small feat. They have integrated DeepSeek’s latest R1 foundational model into their own AI platforms, Amazon Bedrock and Amazon SageMaker. Simply put, Amazon’s customers can now directly use this model to optimize business processes, enhance user experience, and even develop their own AI applications.

AWS CEO Matt Garman made it clear in an interview: “We have always focused on providing customers with the most cutting-edge and efficient AI models, and DeepSeek AI is a great example. At the same time, we also offer customers multiple ways to test DeepSeek AI, helping them improve their experience.” This may sound official, but the underlying message is clear: Amazon not only wants to keep up with the AI trend, but also wants to lead the way.

Amazon introduces DeepSeek AI model Image source: aws.amazon

In fact, Amazon’s investment in AI is not a recent development. At the end of last year, they launched an AI model called Olympus, with as many as 200 million parameters. It can not only process text and images, but also understand video content. Earlier this year, they launched the Luma AI video model and invested $8.3 billion in AI and cloud infrastructure in India. Not to mention their investment in AI startup Anthropic, which has totaled $8 billion over time.

Amazon introduces Luma AI video model Image source: aws.amazon

AI Business: Amazon’s New “Money Printer”

Amazon’s aggressive push into AI is certainly not just for show. AI has become their weapon for making money. In the second half of last year, Amazon CEO Andy Jassy publicly stated: “We see tremendous revenue growth potential in the AI field, and we are already generating billions of dollars in revenue.”

Looking at the data, Amazon’s cloud service AWS performed particularly well last year. In July, AWS’s Bedrock platform had already achieved more than 97% of its annual sales target, and even exceeded targets in some regions. Keep in mind, Bedrock had been launched for less than a year. Moreover, from the first to the third quarter last year, Amazon’s cloud computing business revenue grew by nearly 20% each quarter, far exceeding market expectations. It’s clear that the contribution of AI business is significant.

Even more impressive, Amazon’s AI business growth rate once reached triple digits. After this news broke, Amazon’s stock price soared to a record high. It’s safe to say that AI has become Amazon’s “cash cow,” and they will definitely continue to increase investment in the future.

Generative AI business revenue reaches billions of dollars Image source: tradingview

Amazon’s AI Strategy: Not Just About Making Money

Of course, Amazon’s AI efforts are not just about making money. As a global e-commerce giant, they hope to use AI technology to rewrite industry rules. For example, optimizing supply chains, improving logistics efficiency, and personalizing recommendations through AI. These technologies not only help Amazon save money, but also improve user experience, attracting more users.

For instance, Amazon’s AI models can help merchants more accurately predict market demand and reduce inventory backlogs. At the same time, AI can analyze users’ shopping behavior and provide personalized recommendations, effectively enhancing the shopping experience. Once these technologies mature, Amazon’s competitiveness will be further enhanced.

Amazon’s AI business continues to grow Image source: forexlive

How Will AI Change E-commerce?

Amazon’s recent moves actually reflect the overall trend in the e-commerce industry—AI is becoming a core competitive strength. In the future, AI will not only change the way e-commerce operates, but may also reshape the entire industry landscape.

In short, Amazon’s introduction of the DeepSeek model this time is not just about keeping up with the AI trend, but also about gaining an edge in the future e-commerce battle. As AI technology continues to mature, Amazon’s AI strategy will go deeper and deeper, and this AI revolution has only just begun.