Amazon Comprehend is making it easier for customers to get started with custom entity recognition by reducing the annotation requirements for training their models. Amazon Comprehend is a natural language processing (NLP) service that provides APIs to extract key phrases, contextual entities, events, and sentiment from text. Entities refer to things in your document such as people, places, organizations, credit card numbers, and so on. Custom entity recognition (CER) in Amazon Comprehend enables you to train models with entities unique to your business in just a few easy steps. You can identify almost any kind of entity, simply by providing a sufficient number of details to train your model effectively.