Amazon Introduces Advanced AI Model to Enhance Online Shopping and Web Search Automation

Amazon has unveiled Nova Act, a next-generation artificial intelligence (AI) model engineered to automate web-based tasks such as online shopping, browsing, and search queries. This innovative model is currently accessible only to developers through a restricted “research preview.”

In addition to launching Nova Act, Amazon is expanding access to its entire Nova AI model family via a dedicated web portal. This initiative aims to improve AI usability, making these advanced tools more accessible to developers and businesses alike.

How Nova Act Competes in the AI Landscape

Nova Act is positioned as a direct rival to OpenAI’s Operator agent and similar AI-powered automation tools. The model is designed to execute scheduled tasks, follow complex instructions, and perform contextual decision-making. For instance, it can finalize an online purchase while intelligently avoiding unnecessary add-ons such as insurance.

Though still in its early stages, Amazon has confirmed that Nova Act is already integrated into the latest version of Alexa Plus, enhancing its ability to assist with real-world digital interactions.

The Role of AGI Labs in AI Development

Nova Act marks the first significant product from Amazon’s Artificial General Intelligence (AGI) Labs, a division dedicated to developing AI capable of executing multi-step, complex tasks. The long-term vision of AGI Labs is to create AI-powered agents that can handle tasks ranging from event coordination to advanced IT workflows. This development aligns with Amazon’s broader mission to revolutionize business and personal productivity through AI automation.

The release of Nova Act comes at a time of increasing competition in the AI assistant market. Tech giants, including Amazon and OpenAI, are racing to develop AI solutions that go beyond generating creative content to performing real-world tasks efficiently.

The Nova AI Model Family: A Cost-Effective Alternative

Nova Act is part of Amazon’s broader Nova AI model suite, initially introduced in December 2024. The Nova series features:

• Language processing models optimized for contextual understanding.

• Dedicated tools for image and video generation.

Rather than focusing on raw computational power, Amazon is marketing Nova as a cost-effective and efficient alternative to competing AI models. The company claims that Nova operates at a cost at least 75% lower than other industry-leading AI solutions.

Expanded Access to Nova AI Models

To make the Nova family more accessible, Amazon has launched a specialized web portal. Previously, access to these models was limited to Amazon Bedrock, the AI development platform within AWS that also supports third-party models from Anthropic, Meta, DeepSeek, and other AI firms.

Rohit Prasad, Senior Vice President of Amazon AGI, highlighted that this new portal offers developers a straightforward way to experiment with Nova models. The platform enables rapid prototyping and testing before scaling applications via Bedrock, further solidifying Amazon’s push into AI-driven automation.

Future Prospects for Nova Act and Amazon’s AI Expansion

The introduction of Nova Act is a significant step toward integrating AI-driven automation into everyday digital experiences. As Amazon continues to refine its AI capabilities, the Nova family is expected to evolve, offering advanced functionalities in personal and enterprise AI solutions.

With Nova Act’s promising capabilities and cost-efficient approach, Amazon is poised to be a major player in the next era of AI-driven automation. Developers, businesses, and AI enthusiasts can expect further innovations as Amazon continues to push the boundaries of AI technology.