The massive multinational platform company Amazon has announced a new service allowing teachers to sell lesson plans and classroom resources to other teachers. The service, Amazon Ignite, is moving into a space where Teachers Pay Teachers and TES Teaching Resources have already established markets for the selling and buying of teaching materials. These services have reimagined the teacher as an online content producer, and Amazon has previously dabbled in this area with its Amazon Inspire ‘open educational resources’ service for free resource-sharing. But Amazon Ignite much more fully captures the teaching profession as a commercial opportunity.
The operating model of Amazon Ignite is very simple. Teachers can produce content, such as lesson plans, worksheets, study guides, games, and classroom resources, and upload them as Word, Powerpoint or PDF files using the dedicated Amazon Ignite platform. Amazon then checks the resources to ensure they don’t infringe any copyrights before they appear in the marketplace. In these ways, Amazon is now in the business of ‘shipping’ educational content across the education sector in ways that mirror its wider online commerce model.
Amazon claims the Ignite platform offers a way for teachers to ‘earn money for work you’re already doing’ by paying users 70% royalties on the resources they sell. The company itself will take 30% of the sales, plus a transaction fee of 30 cents for items under $2.99, though it also has discretion to change the price of resources including by discounting the cost to customers. This makes Amazon Ignite potentially lucrative for Amazon as well as for successful vendors on the platform.
Although Ignite is available only in the US in the first instance, the platform exemplifies the current expansion of major multinational tech companies and their platforms into the education sector. The extension of the commercial technology industry into education at all levels and across the globe is set to influence the role of the teacher and the practices of the classroom considerably over coming years.
Teacher brand ambassadors
The edtech industry, and the wider technology sector, are strongly involved in defining the characteristics and qualities of a ‘good teacher’ for the 2020s. While commercial businesses have long sought access to schools, the National Educational Policy Center (NEPC) in the US recently launched a report on teachers as ‘brand ambassadors’:
Corporate firms, particularly those with education technology products, have contracted with teachers to become so-called brand ambassadors. A brand ambassador is an individual who receives some form of compensation or perk in exchange for the endorsement of a product. Unlike celebrity endorsers, teachers can be thought of as ‘micro-influencers’ who give firms access to their network of social influence.
Teacher brand ambassadors, as well as ‘product mentors’, ‘champions’ and ‘evangelists’, have become significant edtech marketing figures. They often use social media, including Twitter, Facebook, and Instagram, to promote and model the use of specific educational technologies. They might even be involved in the development and testing of new software features and upgrades, as well expenses-paid trips to conferences, summits and trade events where they are expected to attend as representatives of the brand.
The NEPC reported that teacher brand ambassador programs raise significant ethical issues and conflicts of interest, while delivering return on investment to producers when their product is introduced into classrooms and students are exposed to their brand.
As the big tech firms have closed in on education, they have begun to merge the marketing role of the brand ambassador into a professional development role–such as Google’s Certified Educator program. Amazon’s AWS Educate program enables whole institutions to become AWS Educate members, in effect bringing whole institutions into its branded environment. The ‘perks’ include providing educators access to AWS technology, open source content for their courses, training resources, and a community of cloud evangelists, while also providing students credits for hands-on experience with AWS technology, training, and content.
Platform gig teachers
Amazon Ignite, however, represents the next-stage instantiation of the brand ambassador and the teacher as micro-influencer. On Amazon Ignite, teachers are not contracted as platform ambassadors, but invited to become self-branded sellers in a competitive marketplace, setting up shop as micro-edubusinesses within Amazon’s global platform business. Without becoming official brand ambassadors, teachers become gig workers engaging in market exchanges mediated by Amazon’s platform. This in turn requires them to become micro-influencers of their own brands.
So who are the teachers who participate in the Amazon Ignite educational gig economy? Amazon Ignite is ‘invitation-only’ and as such makes highly consequential decisions over the kinds of content and resources that can be purchased and used. This might be understood as high-tech ‘hidden curriculum’ work, with Amazon employees working behind the scenes to make selections about what counts as worthwhile resources and knowledge to make available to the market.
It is not really clear that Amazon Ignite will even empower existing classroom teachers to become content producers and sellers. A brief review of the current ‘featured educators’ on Amazon’s Digital Education Resources page gives an indication of the kind of invited participants who might thrive on Ignite. Most of these appear as established micro-edubusinesses with well-developed brands and product ranges to sell. Amazon offers extensive advice to potential vendors about how to package and present their resources to customers.
The featured educator Blue Brain Teacher, for example, is the branded identity of a former private education curriculum adviser and Montessori-certified educator, who focuses strongly on ‘brain-based’ approaches including ‘Right-Brain training’. An established vendor on Teachers Pay Teachers, the Blue Brain Teacher also has a presence on Facebook, Instagram and Pinterest, is a Google Certified Educator, and officially certified to offer training on Adobe products.
Another featured educator, Brainwaves Instruction, also has a glossy website and existing web store of printable resources, a blog featuring thoughts and lesson ideas on mindfulness, growth mindset, and the adolescent brain, and all the social media accounts to amplify the brand.
These and many of the other featured educators on the Amazon Digital Education Resources store give some indication of how the Amazon Ignite market will appear. Many are existing TpT users, active and prolific on social media, have their own well-designed and maintained websites, write blogs, and are highly attentive to their brand identity. Some, such as Education with an Apron, are not limited to the selling of educational resources, but have their own teacher-themed fashion lines such as T-shirts and tote bags (‘I’m the Beyonce of the classroom’). These are teacher gig workers in an increasingly platformized education sector.
Amazon Ignite, at least at this early stage, also seems to be overwhelmingly feminized. Most of its featured educators present themselves through the aesthetics of lifestyle media and family values, as examples such as The Classroom Nook indicate. It suggests the reproduction of a specifically gendered construction of the teacher.
This is balanced, in many cases, with sophisticated social media-style iconography, and significant investment in various technology industry programs. Erintegration, for example, shares resources, lesson plans, reviews, and tips for using iPads, Google Apps, and other devices ‘to engage digital learners in all curriculum areas’, and is already involved in other Amazon programs:
Erintegration is a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for sites to earn advertising fees by advertising and linking to Amazon.com.
Erintegration is sometimes provided free services, goods, affiliate links and/or compensations in exchange for an honest review. All thoughts and options are my own and are not influenced by the company or its affiliates.
Not all the featured educators are single individuals either. Clark Creative Education is a team of educators, authors, designers and editors, whose founder is a ‘top-milestone author on Teachers Pay Teachers’. Amazon Ignite is, then, not simply empowering practising teachers to ‘earn money for work you’re already doing’ but is actively incentivizing the expansion of a market of educational startup content producers.
Children can even be content providers. According to the Terms and Conditions, ‘A parent or guardian of a minor can open a Program account and submit the minor’s Resource-Related Content as the Content Provider’. Given the role of young celebrity micro-influencers on social media, it is possible to speculate here that school children could also establish positions as ‘edu-preneurial’ content producers.
All in all, Amazon Ignite is encouraging teachers to see themselves as empowered and branded-up personal edubusinesses operating inside Amazon’s commerce platform. It is easy to see the attraction in the context of underfunded schools and low teacher pay. But it also brings teachers into the precarious conditions of the gig economy. These educators are gig workers and small-scale edu-startup businesses who will need to compete to turn a profit. Rather than making select teachers into brand ambassadors for its platform, Amazon is bringing teacher-producers and education startups on to its platform as content producers doing the labour of making, uploading and marketing resources for royalty payments. It expands platform capitalism to the production, circulation and provision of classroom resources, and positions Amazon as an intermediary between the producers and consumers in a new educational market.
By making selections about which educators or businesses can contribute to Ignite, Amazon is also making highly significant and opaque decisions about the kind of educational content made available to the teacher market. The criteria for inclusion on Amazon Ignite are unclear. What kind of educational standards, values, or assumptions underpin these choices? Curriculum scholars have long talked about the ways aspects of culture and knowledge are selected for inclusion in school syllabi, textbooks and resources. Amazon is now performing this function at a distance through its selection of educational content creators and market vendors.
Over time, Amazon Ignite is likely to produce hierarchies of vendors, since Amazon claims the Ignite resources will show up in search results. This raises the prospect of algorithmic recommendations based on a combination of vendor popularity and users’ existing purchases—a ‘recommended for you’ list tailored to teachers’ search and purchase histories. The Terms and Conditions specify that Amazon ‘will have sole discretion in determining all marketing and promotions related to the sale of your Resources through the Program and may, without limitation, market and promote your Resources by permitting prospective customers to see excerpts of your Resources in response to search queries’.
Moreover, Amazon claims ‘sole ownership and control of all data obtained from customers and prospective customers in connection with the Program’, thereby gaining the advantage of using buyer and seller data to potentially further maximize its platform profitability.
Amazon Ignite anticipates an increasingly close alignment of classrooms and platforms in coming years. ‘As with social media platforms in the 2000s, educational platform providers will be working to expand the scope of their “walled gardens” to encompass as many user practices as possible’, argue the authors of a recent article outlining likely trends in education technology in the 2020s. Along with Amazon’s ongoing attempts to embed its Alexa voice assistant in schools and universities, Amazon Ignite has now further expanded the walls of Amazon’s huge commerce platform to enclose the education sector. Amazon is inciting educators to become platform teachers whose labour in platform classrooms is a source of profit under platform capitalism.