We describe the rise of “opportunity markets” that allow well-off parents to buy opportunity for their children. Although parents cannot directly buy a middle-class outcome for their children, they can buy opportunity indirectly through advantaged access to the schools, neighborhoods, and information that create merit and raise the probability of a middle-class outcome. The rise of opportunity markets happened so gradually that the country has seemingly forgotten that opportunity was not always sold on the market. If the United States were to recommit to equalizing opportunities, this could be pursued by dismantling opportunity markets, by providing low-income parents with the means to participate in them, or by allocating educational opportunities via separate competitions among parents of similar means. The latter approach, which we focus upon here, would not require mobilizing support for a massive redistributive project.