Exploring the amplitude modulation phenomenon of chaotic signal has become a subject of great concern in recent years. This paper mainly concentrates on the preliminary study on amplitude modulation principle of a chaotic system. First, two 3D chaotic systems with quadratic product terms are introduced for studying the amplitude modulation phenomenon of chaotic signal. It is found that the signal amplitude of the first system can be controlled by partial quadratic coefficient. But for the second system, none of nonlinear coefficient can be employed to control the signal amplitude. Then, the amplitude modulation principle of chaotic system is preliminarily studied by exploring the intrinsic relationship between nonzero equilibrium point and phase space trajectory, and it is further validated by introducing unified parameter to the two 3D chaotic systems. As a necessary condition, the principle provides a feasible and simple method for constructing and analyzing an amplitude modulation chaotic system.