Amazon Makes EdTech Play with TenMarks Acquisition

This article is cross-posted from, where I currently serve as editor-in-chief.

Boston-based TenMarks had a big announcement to make on “TenMarks day” (10/10)—an agreement for Amazon to acquire TenMarks, with the acquisition scheduled to complete later this month.

TenMarks offers personalized online math instruction and practice for K-12 students, engaging students with helpful hints, video lessons, and real-time results.   By acquiring TenMarks, Amazon makes a move into the edtech space, focusing on adaptive learning and personalization, and potentially leveraging their hardware products as a learning delivery platform.  With the backing of Amazon, TenMarks will be able to significantly extend their ability to broaden their content offerings, potentially expanding beyond math to language arts and other curriculums.

Amazon’s statement, from the press release:

“Amazon and TenMarks share the same passion for student learning. TenMarks’s award-winning math programs have been used by tens of thousands of schools and Amazon engages with millions of students around the world through our Kindle ecosystem,” said Dave Limp, Vice President, Amazon Kindle. “Together, Amazon and TenMarks intend to develop rich educational content and applications, across multiple platforms, that we think teachers, parents and students will love.”

TenMarks statement, from the press release:

“Amazon and TenMarks share a commitment to developing easy-to-implement solutions for schools and families,” said Rohit Agarwal, TenMarks co-founder. “We currently offer teachers, students and parents access to effective resources to foster the vision of the Common Core curriculum in math, including scalable professional development and tools for connecting with parents. We back this belief with our business model, where teachers can register and access our product for free, while being able to opt in for premium features, if needed. Going forward, we believe Amazon and TenMarks will create significant innovations in the K-12 arena.”

Terms of the acquisition were not disclosed. Subject to various closing conditions, the acquisition is expected to close in the fourth quarter of 2013.

Prior to the grand announcement on TenMarks “day”, EdTech Times had the opportunity to sit down with TenMarks’ co-founder Andrew Joseph.  Stay tuned for an EdTech Times video interview with Andrew about the TenMarks product.

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