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In 2009, Kapur along with 2 other MySpace employees, Jim Benedetto and Steve Pearman, left the company<ref>{{cite news|last1=Kee|first1=Tameka|title=MySpace COO Amit Kapur Leaving With Two Other Execs For Startup|url=http://gigaom.com/2009/03/03/419-industry-moves-myspace-coo-amit-kapur-reportedly-stepping-down/|publisher=GigaOM|date=March 3, 2009}}</ref> to found [[Santa Monica, California|Santa Monica]]-based Gravity.<ref>{{cite web|title=Our Team|url=http://www.gravity.com/company/|website=Gravity|access-date=2014-08-09|archive-url=https://web.archive.org/web/20140201111344/http://www.gravity.com/company/|archive-date=2014-02-01|url-status=dead}}</ref> They raised $10 million in Series A funding in May 2009<ref>{{cite news|last1=Arrington|first1=Michael|title=Former MySpace Execs Get Funding For New Venture; Some Details Leak|url=https://techcrunch.com/2009/05/20/former-myspace-execs-get-funding-for-new-venture-some-details-leak/|publisher=TechCrunch|date=May 20, 2009}}</ref> and another $10.6 million in Series B funding in October 2012.<ref>{{cite news|last1=Yeung|first1=Ken|title=Gravity to improve its personalization platform engine with new Series B funding|url=https://thenextweb.com/insider/2012/10/02/gravity-raises-series-b-funding/|publisher=The Next Web|date=October 2, 2012}}</ref>
Gravity was acquired by [[AOL]] in January 2014.<ref>{{cite news|last1=Swisher|first1=Kara|author-link=Kara Swisher|title=AOL Buys Personalization Startup Gravity for 90 Million in Cash|url=http://recode.net/2014/01/23/aol-buys-personalization-startup-gravity-for-90-million-in-cash/|publisher=Re/Code|date=January 23, 2014}}</ref><ref>[https://web.archive.org/web/20151124065130/http://www.newindianexpress.com/lifestyle/tech/Tech-guru--Amit-Kapur/2015/02/01/article2643412.ece "Tech guru | Amit Kapur"]. ''New Indian Express''. By Adarsh Matham 1 February 2015</ref> After the acquisition, Kapur was named President of AOL's publisher platform where he remained until 2017.<ref>[http://techli.com/2015/02/los-angeles-dawn-of-a-startup-town/#. "Los Angeles: Dawn of a Startup Town"]. ''Techli''. Lee Schneider
February 11, 2015</ref>
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