Yes, amplification in the sense of enabling a single individual (company/group) to reach the large amount of people. A force multiplier of sorts. If I want to talk against vaccines with my friends in a closed, private group, my ability to do real damage is significantly smaller than if I buy an ad-word to show that same message to anyone searching 'vaccine' on Google. Or if Google itself recommends anti-vaxx video to play next each time someone is done watching a CDC video on vaccines.

Former is damaging, but contained - should probably be left alone (the fix would the worse than the problem). Latter is devastating and must be regulated in some fashion. And self-regulation by tech companies themselves doesn't seem to work that well, at least right now.