The Amplify Framework is an open source project for building cloud-enabled mobile and web applications. The Amplify CLI (part of the Amplify Framework) is a toolchain to create, integrate, and manage the AWS cloud services for your application.  

from Recent Announcements https://aws.amazon.com/about-aws/whats-new/2019/10/amplify-cli-simplifies-starting-from-existing-amplify-projects-adds-new-command-extending-cli-capabilities/