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Amplify: The $603M EdTech Giant You’ve Never Heard Of
With 19M monthly visits and 72% direct traffic, this K-12 giant dominates quietly.
While Silicon Valley chases AI hype, a quiet behemoth in New York has captured the attention of 13 million teachers and students every month. Amplify isn't just an edtech tool; it's the infrastructure of modern American classrooms.
"The most dangerous moat in edtech isn't a viral feature—it's a daily login routine."
The Moat of Habit
Amplify’s traffic data reveals a masterclass in retention. With 72% direct traffic (19% organic), they don't rely on SEO hacks or paid acquisition. Teachers aren't searching for 'math curriculum'; they're typing 'amplify' into their browser bar. That's habit formation at scale, creating a lock-in effect that competitors like Desmos struggle to break.
The B2B2C Paradox
Amplify operates in the tricky 'B2B2C' space—selling to districts but used by teachers. Their $603M revenue proves they've cracked the code: rigorous curriculum that doesn't bore students. While their Trustpilot score sits at a mediocre 2/5 (likely reflecting administrative friction, not classroom utility), the sheer volume of traffic suggests teachers find real value in the daily tool.
The acquisition of Desmos (the graphing calculator app) for $25M in 2018 was a strategic masterstroke. By integrating 'Polypad'—now generating 25k monthly searches—Amplify bridged the gap between abstract math and tactile play. They aren't just selling textbooks; they're selling engagement algorithms wrapped in pedagogy.
- Dominates the 'Desmos' keyword (1.9M volume), effectively owning the search term for their biggest competitor.
- 72% direct traffic indicates an embedded workflow, not a marketing funnel.
- High headcount (2,912) suggests heavy investment in curriculum development and sales, not just tech.
The Quiet Monopoly
Amplify proves that in K-12, reliability beats hype every time. They aren't building for the exit; they're building the foundation of education itself.
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Amplify I High-quality K–12 curriculum & assessments I Homepage
Amplify partners with K–12 teachers to make learning rigorous and riveting for every student. Learn more about our curriculums & assessments.
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Reviews (10)
I recently had an issue with the mail…
I recently had an issue with the mail carrier, in which my payment was mailed out, well after nearly a month payment was never received, so I had a check canceled, and it was just a matter of days that the funds were back in my account, that simple, Thanks to Rosemary...All Gud...
An Organized Science Platform
My school district introduced the Amplify Platform around 2 years ago for science. All I can really say is that the science course of Amplify is very well structured and organized. How it works: - For each unit, there is an assigned workbook for that unit. My district bought the books, but there is also the online version that also works fine. - In each unit, there is a problem provided, and throughout most of the unit, your goal is to investigate the problem and find the solution. - Amplify is very resourceful; it provides a simulation online (on their website) that accompanies the unit. Some articles further teach the subject understandably. So Amplify is a great resource for any school. It is very organized; I would recommend it to anyone in search of a solid science platform.
Amplify is a horrible application that…
Amplify is a horrible application that should be banned worldwide to protect children's mental health. Amplify often lags and creates a negative environment asking inappropriate questions such as "what is your mother's maiden name" in a lesson about a Chinese girl in the Cultural Revolution of China, completely unrelated. Free Children enrolled in Amplify!!
I must be attracting wing nuts
I must be attracting wing nuts. I had a woman named Sandra Morris who was trying to sell me a scheme where they found find a publisher for my book and then take 5% of the advance. I finally said no, but she won't stop calling me. I think her company was Amplify something, and I apologize if it isn't this one, but watch out for her.
Completely not user friendly
Completely not user friendly. Awful!
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About amplify.com
Amplify partners with K–12 teachers to make learning rigorous and riveting for every student. Learn more about our curriculums & assessments.
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Technology Stack
amplify.com uses 33 technologies across their website including YouTube Embed, Google Fonts, PHP, and more.
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Contentful, Ghost, WordPress
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Cloudflare
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HubSpot
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amplify.com receives approximately 13.7M monthly visitors and ranks #1,971 globally. The website has a bounce rate of 19% with visitors viewing an average of 17.6 pages per visit. Users spend an average of 14:20 on the site.
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