Amazon's AI strategy came into focus this week with the unveiling of Amazon Nova, its new family of homegrown AI models, a new AI model marketplace for Amazon Bedrock, and other news from the AWS re:Invent conference in Las Vegas. 

It turns out we've seen this before. As the company's AI strategy emerges, there are numerous similarities to its e-commerce business  including low cost, broad selection, products from Amazon and its selected vendors, and a marketplace. (This Fortune piece by reporter Jason Del Rey explores these parallels in detail.)

After spending four days in Las Vegas, attending sessions, and talking with AWS executives and attendees, GeekWire co-founders Todd Bishop and John Cook offer their takeaways and dissect Amazon's AI strategy on this episode of the GeekWire Podcast, recorded on location at the GeekWire Studios booth on the show floor. 

Related links and coverage
Apple makes surprise cameo at AWS re:Invent
Amazon unveils ‘Nova’ AI models, looking to make its mark in the generative AI revolution
‘An easy button to get off Windows’: Amazon’s new AI moves Microsoft apps to Linux
Amazon expands Bedrock with new AI model marketplace, a day after unveiling its own ‘Nova’

Edited by Curt Milton.

Amazon's AI strategy came into focus this week with the unveiling of Amazon Nova, its new family of homegrown AI models, a new AI model marketplace for Amazon Bedrock, and other news from the AWS re:Invent conference in Las Vegas. 
It turns out we've seen this before. As the company's AI strategy emerges, there are numerous similarities to its e-commerce business  including low cost, broad selection, products from Amazon and its selected vendors, and a marketplace. (<a href="https://www.msn.com/en-us/news/technology/amazon-s-new-ai-cloud-strategy-is-ripped-straight-from-the-e-commerce-playbook-that-built-a-2-trillion-juggernaut/">This Fortune piece</a> by reporter Jason Del Rey explores these parallels in detail.)
After spending four days in Las Vegas, attending sessions, and talking with AWS executives and attendees, GeekWire co-founders Todd Bishop and John Cook offer their takeaways and dissect Amazon's AI strategy on this episode of the GeekWire Podcast, recorded on location at the GeekWire Studios booth on the show floor. 
Related links and coverage
<ul>
<li><a href="https://www.geekwire.com/2024/apple-makes-surprise-cameo-at-aws-reinvent/">Apple makes surprise cameo at AWS re:Invent</a></li>

<li><a href="https://www.geekwire.com/2024/amazon-unveils-nova-ai-models/">Amazon unveils ‘Nova’ AI models, looking to make its mark in the generative AI revolution</a></li>

<li><a href="https://www.geekwire.com/2024/an-easy-button-to-get-off-windows-amazon-offers-ai-to-move-legacy-microsoft-apps-to-linux/">‘An easy button to get off Windows’: Amazon’s new AI moves Microsoft apps to Linux</a></li>

<li><a href="https://www.geekwire.com/2024/amazon-expands-bedrock-with-new-ai-model-marketplace-a-day-after-unveiling-its-own-nova/">Amazon expands Bedrock with new AI model marketplace, a day after unveiling its own ‘Nova’</a></li>
</ul>
Edited by Curt Milton.

GeekWire brings you the week's latest technology news, trends and insights, covering the world of technology from our home base in Seattle. Our regular news podcast features commentary and analysis from our editors and reporters, plus interviews with special guests.

GeekWire reporters John Cook, Todd Bishop and guests talk about the latest tech news and trends.

GeekWire

After spending four days in Las Vegas, attending sessions, and talking with AWS executives and attendees, GeekWire co-founders Todd Bishop and John Cook offer their takeaways and dissect Amazon's AI strategy on this episode of the GeekWire Podcast, recorded on location at the GeekWire Studios booth on the show floor. 

Amazon Nova, the future of AI, and more from the AWS re:Invent show floor

This week on the show, we're sharing the debut of Positive Charge, a new GeekWire podcast from reporter Lisa Stiffler and producer Laura Scott about the innovations that could help save the planet. 

In this episode, they dig into the high-stakes race to harness the power of the sun and make fusion energy real, visiting two Seattle-area startups chasing this dream, and asking whether limitless clean power is finally within reach.

Also out this week: their debut episode on the "forever chemicals" in our water and the companies figuring out how to destroy them. Follow Positive Charge wherever you get your podcasts, or at geekwire.com/positivecharge.

Positive Charge is presented with support from Amazon Sustainability.

Sources and references
David Kirtley, Helion Energy, CEO and co-founder
Manav Singh, Helion Energy, director of electrical engineering 
Matthew Thompson, Zap Energy, senior vice president of fission technology and former vice president of systems engineering and pulsed power
Laura Berzak Hopkins, Princeton Plasma Physics Laboratory, associate laboratory director for Strategy and Partnerships, and deputy chief research officer

GeekWire’s related coverage:
Helion gives behind-the-scenes tour of secretive 60-foot fusion prototype as it races to deployment
Helion makes big bet on ‘Tiny Merge’ fusion testbed to meet aggressive Microsoft timeline
Inside Zap: Fusion pioneer tries to build ‘a star in a jar’ to unlock abundant clean energy
Zap Energy’s nuclear double play: Fusion startup adds traditional fission to its lineup, in industry first

This week on the show, we're sharing the debut of <a href="https://www.geekwire.com/positivecharge/">Positive Charge</a>, a new GeekWire podcast from reporter Lisa Stiffler and producer Laura Scott about the innovations that could help save the planet.&nbsp;
In this episode, they dig into the high-stakes race to harness the power of the sun and make fusion energy real, visiting two Seattle-area startups chasing this dream, and asking whether limitless clean power is finally within reach.
Also out this week: their <a href="https://www.geekwire.com/2026/forever-chemicals-are-everywhere-but-these-companies-are-out-to-destroy-them/">debut episode</a> on the "forever chemicals" in our water and the companies figuring out how to destroy them. Follow Positive Charge wherever you get your podcasts, or at <a href="https://www.geekwire.com/positivecharge/">geekwire.com/positivecharge</a>.
Positive Charge is presented with support from Amazon Sustainability.
Sources and references
<ul>
<li aria-level="1"><a href="https://www.linkedin.com/in/david-kirtley-490b8230/">David Kirtley</a>, Helion Energy, CEO and co-founder</li>
<li aria-level="1"><a href="https://www.linkedin.com/in/manavsingh0/">Manav Singh</a>, Helion Energy, director of electrical engineering&nbsp;</li>
<li aria-level="1"><a href="https://www.linkedin.com/in/drmatthewthompson/">Matthew Thompson</a>, Zap Energy, senior vice president of fission technology and former vice president of systems engineering and pulsed power</li>
<li aria-level="1"><a href="https://www.pppl.gov/people/laura-berzak-hopkins">Laura Berzak Hopkins</a>, Princeton Plasma Physics Laboratory, associate laboratory director for Strategy and Partnerships, and deputy chief research officer</li>
</ul>
GeekWire&rsquo;s related coverage:
<ul>
<li aria-level="1"><a href="https://www.geekwire.com/2025/helion-gives-behind-the-scenes-tour-of-secretive-60-foot-fusion-prototype-as-it-races-to-deployment/">Helion gives behind-the-scenes tour of secretive 60-foot fusion prototype as it races to deployment</a></li>
<li aria-level="1"><a href="https://www.geekwire.com/2026/helion-makes-big-bet-on-tiny-merge-fusion-testbed-to-meet-aggressive-microsoft-timeline/">Helion makes big bet on &lsquo;Tiny Merge&rsquo; fusion testbed to meet aggressive Microsoft timeline</a></li>
<li aria-level="1"><a href="https://www.geekwire.com/2025/go-inside-zap-a-seattle-area-company-trying-to-build-a-star-in-a-jar-to-unlock-abundant-clean-energy/">Inside Zap: Fusion pioneer tries to build &lsquo;a star in a jar&rsquo; to unlock abundant clean energy</a></li>
<li aria-level="1"><a href="https://www.geekwire.com/2026/zap-energys-nuclear-double-play-fusion-startup-is-the-first-to-add-traditional-atomic-power-to-its-lineup/">Zap Energy&rsquo;s nuclear double play: Fusion startup adds traditional fission to its lineup, in industry first</a></li>
</ul>

Fusion energy: Wishing upon a star in a jar — Introducing 'Positive Charge' from GeekWire

This week: F5 turns 30 years old this year, and the Seattle company has reinvented itself repeatedly to get here — starting, improbably, as a group of University of Washington students trying to build online video games.



On this week's GeekWire Podcast, recorded on location at F5 Tower, the company's chairman, president and CEO François Locoh-Donou joins us to trace that journey, from a 1990s internet load-balancing startup to a company that helps keep many of the world's biggest apps running and secure.



Today F5 is a publicly traded company with about 6,500 employees and more than $3 billion in annual revenue, and it counts over 80% of the Fortune 500 among its customers.



Locoh-Donou discusses F5's expansion into AI security, including its acquisition of SurePath AI this week, and the company's broader M&A strategy. On a personal note, he reflects on his path from Togo to Seattle, his leadership philosophy, and his message to high school students from underrepresented backgrounds who visited F5 Tower before the company took them to a World Cup match.



Plus: his World Cup predictions, and a GeekWire trivia question that stumps the room.

With GeekWire co-founders John Cook and Todd Bishop. Edited by Curt Milton.

This week: F5 <a href="https://www.geekwire.com/2026/still-ringing-a-bell-f5-marks-its-30th-year-in-business/">turns 30 years old this year</a>, and the Seattle company has reinvented itself repeatedly to get here &mdash; starting, improbably, as a group of University of Washington students trying to build online video games.
 
On this week's GeekWire Podcast, recorded on location at F5 Tower, the company's chairman, president and CEO <a href="https://www.f5.com/company/leadership/francois-locoh-donou">Fran&ccedil;ois Locoh-Donou</a> joins us to trace that journey, from a 1990s internet load-balancing startup to a company that helps keep many of the world's biggest apps running and secure.
 
Today F5 is a publicly traded company with about 6,500 employees and more than $3 billion in annual revenue, and it counts over 80% of the Fortune 500 among its customers.
 
Locoh-Donou discusses F5's expansion into AI security, including its <a href="https://www.geekwire.com/2026/f5-expands-further-into-ai-security-with-surepath-ai-acquisition/">acquisition of SurePath AI</a> this week, and the company's broader M&amp;A strategy. On a personal note, he reflects on his path from Togo to Seattle, his leadership philosophy, and his message to high school students from underrepresented backgrounds who visited F5 Tower before the company took them to a World Cup match.
 
Plus: his World Cup predictions, and a GeekWire trivia question that stumps the room.
With GeekWire co-founders John Cook and Todd Bishop. Edited by Curt Milton.

From the dot-com boom to AI security: F5 at 30, with CEO François Locoh-Donou

Anthropic takes its most powerful models offline after a U.S. order, with Amazon CEO Andy Jassy reportedly contributing to the concerns that helped trigger it. Todd and John dig into the Amazon-Anthropic dynamic, how agentic AI is upending Amazon's "working backwards" tradition, an AI-driven school arriving soon in the Seattle area, and the sensor-packed World Cup ball.

With GeekWire co-founders John Cook and Todd Bishop; edited by Curt Milton.

Anthropic takes its most powerful models offline after a U.S. order, with Amazon CEO Andy Jassy <a href="https://www.geekwire.com/2026/amazon-ceo-reportedly-raised-anthropic-fable-concerns-prior-to-u-s-order-forcing-models-offline/">reportedly</a> contributing to the concerns that helped trigger it. Todd and John dig into the Amazon-Anthropic dynamic, how agentic AI is <a href="https://www.geekwire.com/2026/how-agentic-ai-is-rewiring-amazons-teams-and-upending-its-traditions/">upending Amazon's "working backwards" tradition</a>, an AI-driven school <a href="https://www.geekwire.com/2026/two-hour-learning-ai-powered-alpha-school-lands-in-seattle-region/">arriving soon in the Seattle area</a>, and the <a href="https://inside.fifa.com/innovation/innovating-the-game/connected-ball-technology">sensor-packed World Cup ball</a>.
With GeekWire co-founders John Cook and Todd Bishop; edited by Curt Milton.

Amazon Nova, the future of AI, and more from the AWS re:Invent show floor

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