Amazon introduced Amazon Academy on Wednesday, a new service designed to assist students in India with preparation for admission to the country's leading engineering institutions. The American company joins a growing number of startups and established organizations already offering digital learning solutions in this competitive market.

The e-commerce leader, having invested over $6.5 billion in India, the world’s second-largest internet market, explained that Amazon Academy provides students with carefully selected study materials, interactive live sessions, practice exams, and thorough evaluations. These resources are intended to help students master math, physics, and chemistry, and successfully navigate the Joint Entrance Examinations (JEE) – a nationally administered engineering entrance exam used for admissions to engineering programs throughout India. Approximately two million students participate in the JEE annually.

The practice tests available through Amazon Academy are “structured to replicate the actual JEE testing environment, enabling students to become familiar with the exam’s specific demands. Students will also gain access to helpful techniques, memory aids, useful tips, and effective strategies, providing them with the tools needed to grasp concepts and answer questions with confidence,” according to a company announcement.

Amazon initially began piloting Amazon Academy, formerly known as JEE Ready, in India during the middle of 2019. Amazon Academy is accessible through the company’s website and as a mobile application for both Android and iOS devices, and it will be offered without charge for the “coming months,” the company stated.

“Amazon Academy is dedicated to making high-quality, affordable education accessible to everyone, beginning with those preparing for engineering entrance exams. Our goal is to support students in achieving their academic aspirations, while also empowering educators and content providers to reach a vast student population. We have prioritized content excellence, in-depth learning analytics, and a positive student experience. This launch will enable aspiring engineers to prepare more effectively and gain a competitive advantage in the JEE,” stated Amol Gurwara, Director of Education at Amazon India.

Amazon’s global competitors, Facebook and Google, have also been actively expanding their presence in India’s education sector in recent years. Last year, Facebook collaborated with the Central Board of Secondary Education (CBSE), the governmental organization responsible for overseeing education in both private and public schools in India, to introduce a certified curriculum focused on digital safety, online well-being, and augmented reality for students and teachers.

Facebook also made an investment in Unacademy, an online learning platform based in Bangalore. Google, which invested in the Indian edtech startup Cuemath, also partnered with CBSE to provide training to over one million teachers in India and offer a suite of free tools, including G Suite for Education, Google Classroom, and YouTube, to facilitate the digitization of education nationwide.

Leading Indian edtech companies — Byju’s, Unacademy, and Vedantu — also provide students with courses designed to prepare them for the JEE exam. These platforms experienced significant growth last year, enrolling tens of millions of students following the nationwide school closures implemented by New Delhi in response to the coronavirus pandemic. Byju’s, which achieved the status of the world’s most valuable edtech startup last year, is reportedly in discussions to acquire Aakash Educational Services, a long-standing educational organization with over 200 tutoring centers across India, for $1 billion, as reported by Bloomberg this week.