Wednesday, October 20, 2021
Home Technology Lead Kindle lite: Amazon Academy is off to school, but it isn’t...

Lead Kindle lite: Amazon Academy is off to school, but it isn’t eyeing the top rank just yet


Jeff Bezos, founder, Amazon

Synopsis

Launched in January, Amazon Academy has made a tepid start. Although unmoved by its hyperactive VC-backed rivals in ed-tech, it has been adding offerings in test-prep and is slowly entering the K-12 segment. A school-centric project, a Kindle version, and a rental initiative are in the works. But the Big Tech giant isn’t in the fray to test ed-tech unicorns.

Amazon is slow. Not kicking up dust on the horizon. Amazon Academy, which started with JEE coaching in January, has been working in a corner of India’s hot and happening ed-tech landscape, with hardly any noise yet. If numbers from Web and app performance tracker Similarweb are any indication, downloads and daily active users have been on a steady decline for the past seven months. On YouTube, too, with a little over 9,600 subscribers and most

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