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Originally published October 10, 2013 at 1:47 PM | Page modified October 10, 2013 at 7:02 PM

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Amazon buys e-learning company to boost Kindle business

Amazon picks up online math instruction company, TenMarks, helping it move its tablet business into a market where Apple’s iPad leads.

Seattle Times business reporter

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Amazon acquired online math instruction company, TenMarks, for an undisclosed amount Thursday, as the company moves to push its Kindle Fire tablets into schools.

Burlingame, Calif., based TenMarks offers personalized math instruction for students in kindergarten through 12th grade. Amazon said the company’s programs are used by “tens of thousands” of schools.

“Together, Amazon and TenMarks intend to develop rich educational content and applications, across multiple platforms, that we think teachers, parents and students will love.” Dave Limp, Amazon Kindle vice president, said in a statement.

The fact that Amazon’s Kindle unit is handling the acquisition suggests the deal is designed to make the tablet more attractive to elementary, middle and high schools. That’s a business where Apple’s iPad has a huge lead

It’s an attractive market because once kids start using a device for school, they’re more likely to continue using it as they get older. And they’re likely to bring it home, where other family members might use it as well.

Jay Greene: 206-464-2231 or Twitter: iamjaygreene

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