Amplitude modulation is a way of encoding information. It’s the AM in AM radio.
If you send a radio wave out at 720khz, but modulate the amplitude of the wave at 440hz, someone with an AM radio tuned to 720khz will hear an A above middle C.
If they want to hear it louder, they feed more volts to the amplifier and send more power to the speakers that are reproducing that note.
They are unrelated concepts.
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