This strategic business plan has propelled the firmware market share of American Megatrends to over 40% in the DIY PC space, making it a market leader. So, you can say that the different BIOSes that you see on boards of different brands are just custom-made skins of the same AMI firmware. These companies then add their UI and twist to make the BIOS you are familiar with. They sell their basic BIOS to all of the leading motherboard manufacturers like MSI, Asus, ASRock, etc. Right after the time, AMI shifted towards software, their existing dominance in the firmware market got another boost.
