Amplitude

What is Amplitude

Amplitude is a digital product analytics and experimentation platform that helps teams understand user behavior at the event level and test changes to improve product outcomes. It captures user actions (events) across web and mobile surfaces, builds funnels, cohorts, retention reports, and path analyses, and connects those behavioral insights to experimentation and personalization tools. The platform is designed for cross-functional teams — product managers, data analysts, growth teams, engineers, and marketers — who need quantitative evidence to prioritize product work and measure outcomes.

Amplitude emphasizes event-driven measurement rather than pageview- or session-first approaches, which makes it useful for modern product flows (apps, single-page apps, feature flags, micro-interactions). It also includes governance controls, integrations, and data export options so analytics work can scale from small teams to organization-wide product intelligence programs. Amplitude's feature set is built to answer questions like which features drive retention, where users drop off in funnels, which cohorts are most valuable, and which experiments moved core metrics.

The platform also bundles experimentation and personalization capabilities so teams can move from insight to action without disconnects between analytics and feature rollout. Integration with data warehouses, CDPs, and other marketing and product tools allows companies to use Amplitude data alongside other systems for unified measurement and activation.

Amplitude features

What does Amplitude do?

Amplitude collects and analyzes event-level data to let teams measure product engagement, conversion, and retention. It provides a queryable analytics layer with low-code interfaces for common analyses — funnels, retention curves, conversion drivers, segmentation, path analysis, and behavioral cohorts — and advanced SQL access for analysts who need custom work. The product surfaces insights using charts, dashboards, and automated signals so teams can monitor KPIs and discover anomalies.

Key capabilities include feature experimentation and feature-flagging workflows so teams can test hypotheses and target feature rollouts to specific cohorts. Amplitude supports web and mobile SDKs, server-side event ingestion, and an HTTP API for custom instrumentation. Data governance controls (naming conventions, event taxonomy, lineage) help maintain consistent definitions across teams and reduce measurement drift.

Amplitude also offers session replay and qualitative tooling that complements quantitative signals, letting teams observe sessions and survey users to understand the “why” behind behaviors. Integrations and data pipelines — including warehouse syncs and real-time connectors — make it possible to export event data to data warehouses or power downstream personalization.

Other feature areas include:

• Product analytics: funnels, retention, conversion, path analysis, behavioral cohorts, user timelines
• Experimentation: A/B testing, feature flags, rollout controls, experiment analytics
• Data quality and governance: event schema management, auditing, role-based access
• Integrations and activation: sending cohorts to marketing tools, CDPs, or warehouse syncs
• Reporting and dashboards: sharing, scheduled reports, and embedded analytics
• AI-guided insights and automation: automated anomaly detection, recommended analyses, and AI Agents for continual hypothesis generation

Each capability is designed to support iterative product development: observe, hypothesize, test, and act.

Amplitude pricing

Amplitude offers flexible pricing and a free tier. The vendor publishes a freemium entry and custom paid tiers for teams and enterprises. The publicly stated free offering includes a substantial usage tier suitable for early-stage projects; paid plans scale by tracked users, event volume, data retention requirements, and feature set needs. Enterprise agreements typically include custom SLAs, advanced security and governance, dedicated support, and professional services.

• Free Plan: Start for free with up to 50K monthly tracked users (as publicly described). The free tier typically includes core product analytics, basic dashboards, standard SDKs, and limited retention/usage windows appropriate for evaluation and small projects.
• Starter: Entry paid tier that increases event volume, user seats, collaboration features, and data retention compared with the Free Plan. Pricing for this tier is billed monthly or annually and varies by usage; contact Amplitude for exact rates.
• Professional: Mid-market plan that adds experimentation features, higher event volume, longer retention windows, priority support, and expanded integrations. Pricing is custom and often quoted per tracked user/event volume with discounts for annual commitments.
• Enterprise: Enterprise-grade plan with advanced security (SSO, custom roles), governance controls, enterprise-scale ingestion, dedicated support, and optional professional services. Pricing is negotiated per customer and usually includes volume discounts, onboarding fees, and multi-year terms.

Amplitude offers both monthly and annual billing with typical discounts for yearly commitments; exact savings percentages vary by negotiation and contract size. For teams evaluating whether to move beyond the Free Plan, Amplitude’s sales and documentation describe usage and upgrade thresholds that help estimate costs based on monthly tracked users and event volume.

Check Amplitude's official pricing page for the most current information and available packaging options.

How much is Amplitude per month

Amplitude offers flexible pricing tailored to usage and team size. Monthly costs depend on the number of monthly tracked users, event volume, and which feature bundle (Starter, Professional, Enterprise) you select. Small teams often start on the Free Plan and move to a paid Starter tier once they need longer retention and more advanced experimentation features; for exact monthly rates request a quote via Amplitude's pricing site.

How much is Amplitude per year

Amplitude offers annual billing with discounts for committed usage. Annual pricing is typically quoted as a per-year contract that reflects volume discounts versus month-to-month billing and is common for Professional and Enterprise customers. Annual plans frequently include negotiated terms for support, onboarding, and implementation services. Visit Amplitude's official pricing page to request a custom annual quote.

How much is Amplitude in general

Amplitude pricing ranges from a free entry tier up to custom enterprise contracts that scale with tracked users and event volume. Small projects can use the Free Plan up to the publicly stated usage cap, while commercial use generally moves to Starter or Professional tiers with graduated pricing. For larger organizations, Enterprise pricing is custom and includes added security and governance features, SLAs, and professional services. For accurate budgeting, estimate monthly tracked users and event volume and consult Amplitude's pricing team via their pricing page.

Visit Amplitude's official pricing page for the most current information.

What is Amplitude used for

Amplitude is used to measure and improve how users engage with digital products. At its core, teams use Amplitude to locate friction points in onboarding flows, identify features linked to retention, quantify conversion lifts from product changes, and analyze churn drivers. Product managers rely on Amplitude to prioritize feature development by expected impact; growth teams use it to test acquisition funnels and lifecycle messaging; data teams use it to define trusted metrics and supply those metrics to stakeholders.

Amplitude is also used to run controlled experiments and rollouts. Teams implement feature flags and run A/B tests to validate whether a new UX or feature improves a key metric before full release. The integration of analytics and experimentation reduces the time between insight and action because experiment results are measured against the same event definitions and cohorts used for analytics.

For compliance- and governance-conscious organizations, Amplitude is used as a central measurement layer with controls for naming conventions, access, and data residency. Because it integrates with data warehouses and CDPs, Amplitude often sits in the middle of a modern analytics stack — collecting front-line event data and exporting it to long-term storage, BI tools, or activation tools.

Pros and cons of Amplitude

Amplitude is powerful for product-focused analytics but has trade-offs to consider:

Pros:

• Strong event-level analytics with flexible, business-friendly interfaces for funnels, retention, pathing, and behavioral cohorts.
• Native experimentation and feature-flagging capabilities that shorten the feedback loop between insight and action.
• Data governance tools that help teams keep event taxonomies consistent as usage scales.
• Integrations and warehouse syncs that let analytics co-exist with centralized data platforms.
• Scalable for organizations from startups to large enterprises with custom SLAs and support.

Cons:

• Pricing can become significant at scale due to tracked-user and event-volume billing — careful planning and tracking of event volume are required.
• Teams that rely heavily on raw SQL or custom analytics pipelines may still need to build complementary systems for some advanced use cases.
• Requires disciplined instrumentation and taxonomy governance to avoid noisy or inconsistent event data.
• Organizations with very specific privacy or data-residency requirements should review data transfer and storage options during procurement.

Decision-makers should weigh the product value against expected event volume, retention needs, and integration requirements. A phased evaluation using the Free Plan is a practical way to validate fit before committing to paid tiers.

Amplitude free trial

Amplitude offers a functional free tier suitable for evaluation and early-stage products. The Free Plan includes a baseline set of product analytics features, SDKs, and a usage cap (publicly described as up to 50K monthly tracked users). The free tier enables teams to instrument events, build basic funnels and retention reports, and evaluate the platform’s query capabilities before upgrading.

For paid tiers, Amplitude typically provides trial or pilot options as part of the sales discussion, especially for Starter and Professional plans. Pilots often include extended data retention and experiment support so teams can validate the platform on real product traffic. These trials are useful for building confidence in event schema, governance processes, and experiment measurement.

To get started, teams typically create an account on the Free Plan, instrument a small set of high-value events, and run a short set of reports and funnels to confirm metric alignment. If you need extended storage or advanced experimentation for an evaluation, contact Amplitude sales to request a pilot.

Is Amplitude free

Yes, Amplitude offers a Free Plan that supports evaluation and small projects. The Free Plan includes core analytics features and a publicly stated usage allowance (up to 50K monthly tracked users). It’s intended for teams to instrument events, run initial reports, and validate measurement before moving to a paid plan with higher volume and advanced capabilities.

Amplitude API

Amplitude provides a suite of SDKs and APIs for event ingestion, user management, and programmatic access to analytics outputs. SDKs exist for web (JavaScript), mobile (iOS/Android), server-side languages, and client frameworks; these SDKs make it straightforward to log events, manage user identifiers, and attach user properties consistently. Amplitude also exposes an HTTP ingestion API for custom event delivery and a set of export APIs for retrieving raw event data.

Beyond ingestion, Amplitude supports integrations with data warehouses and offers a data pipeline (Warehouse Sync) that exports processed or raw event data to destinations like Snowflake, Redshift, and BigQuery. For advanced automation, there are APIs to manage cohorts, query charts programmatically, and integrate with experiment tooling. Documentation and developer guides are available in Amplitude’s developer docs that walk through SDK installation, best practices for event taxonomy, and API usage.

Common API use cases:

• Instrumenting custom events and user properties from backend systems
• Exporting raw event streams to a data warehouse for custom ETL or long-term storage
• Programmatically creating and updating cohorts to power personalization or activation
• Pulling analytics results into internal dashboards or automation scripts

For API reference and SDK guides, consult Amplitude's developer documentation and implementation guides on their product site.

10 Amplitude alternatives

Paid alternatives to Amplitude

• Mixpanel — Product analytics and event tracking with strong funnels and retention reporting, often chosen for its developer-friendly SDKs and funnel visualization capabilities.
• Google Analytics 4 — A free-to-paid analytics option that supports event-based measurement for web and app, often used for combined marketing and product analytics on a broad scale.
• Heap — Automatic event capture and retroactive analysis that reduces instrumentation overhead, useful for teams that want flexible retroactive queries.
• Pendo — Product analytics with a focus on in-app guidance and user onboarding; combines analytics with product messaging and in-app help.
• FullStory — Session replay with quantitative analytics and search-driven insights, favored by teams that need deep qualitative context alongside metrics.
• Adobe Analytics — Enterprise-grade analytics with extensive customization and integration into Adobe Experience Cloud, chosen by organizations with complex marketing stacks.
• Braze — While primarily a customer engagement platform, it pairs analytics with messaging and personalization for growth teams.

Open source alternatives to Amplitude

• PostHog — Open source product analytics and feature flags that can be self-hosted, offering event analytics, funnels, and experiment support with full control over data.
• Snowplow — Event-level data collection pipeline focused on keeping raw event data and enabling customizable modeling in data warehouses; used by teams that want a raw-data-first approach.
• Matomo — Open source analytics designed as an alternative to traditional web analytics; supports self-hosting and strong privacy controls for web measurement.
• Plausible — Lightweight, privacy-focused analytics for simple web metrics with an emphasis on minimalism and ease of use.
• Countly (Community Edition) — Open source mobile and web analytics with some product-focused features and self-hosting options.

Frequently asked questions about Amplitude

What is Amplitude used for?

Amplitude is used for product analytics and experimentation. Teams use it to measure user behavior at the event level, analyze funnels and retention, build behavioral cohorts, and run experiments to validate product changes. It helps product, growth, and data teams prioritize work by showing which user flows and features affect key business metrics.

How does Amplitude track users and events?

Amplitude uses client and server SDKs plus an HTTP ingestion API to capture events and user properties. Developers instrument specific events in the codebase, associate events with stable user identifiers, and send contextual properties to Amplitude so the platform can build timelines, cohorts, and reports. Amplitude also supports server-side instrumentation for backend-driven events and warehouse syncs for broader data integration.

Does Amplitude offer a free plan?

Yes, Amplitude offers a Free Plan with a public usage allowance. The free tier supports evaluation and small projects and is described as covering up to 50K monthly tracked users. It includes core analytics features so teams can validate instrumentation before moving to paid tiers.

Can Amplitude run experiments and feature flags?

Yes, Amplitude includes feature experimentation and feature-flagging capabilities. Teams can create experiments tied to event definitions, target specific cohorts, and analyze experiment impact using the same metrics and cohorts that are used for analytics, which reduces measurement discrepancies between analytics and experimentation results.

Is Amplitude suitable for enterprise security and compliance?

Yes, Amplitude provides enterprise-grade security and governance controls. For enterprise customers, Amplitude offers features such as single sign-on (SSO), role-based access, data governance tools, and options for data residency and compliance. Organizations with specific compliance needs should consult Amplitude's security documentation and enterprise sales team for details on certifications and contractual terms; see Amplitude's security resources for more information.

Why choose Amplitude over other analytics tools?

Amplitude is optimized for product-centric, event-level analysis and integrated experimentation. Its combination of analytics, behavioral cohorting, and experimentation in one platform reduces friction between insight and action, and its governance features help standardize metrics across teams. Teams that prioritize product metrics (retention, engagement, feature adoption) often find Amplitude's event model and analysis tools aligned with those goals.

When should a team move from Amplitude’s Free Plan to a paid plan?

Move to a paid plan when event volume, retention window needs, or collaboration requirements exceed the Free Plan limits. Typical triggers include needing longer data retention, higher event throughput, multi-team collaboration, advanced experimentation, or enterprise security and support. Conduct a pilot to measure event volume and the additional features required before upgrading.

Where can I find Amplitude reviews and benchmarks?

Amplitude has extensive user reviews across software review sites and industry reports. Look for customer reviews and ratings on G2 and Capterra, case studies on Amplitude’s site, and commissioned research reports such as Forrester or customer benchmark reports published by Amplitude. These sources provide comparative performance metrics and real-customer outcomes.

How does Amplitude integrate with data warehouses and other tools?

Amplitude integrates with major data warehouses and marketing/product tools via connectors and Warehouse Sync. Teams commonly export events to Snowflake, BigQuery, or Redshift for long-term storage and custom modeling; Amplitude also connects to CDPs, messaging platforms, BI tools, and A/B testing platforms to activate cohorts and unify data across systems. Review Amplitude’s integration documentation for a full list of connectors and setup instructions.

Can I export raw event data from Amplitude?

Yes, Amplitude supports exporting raw event data through Warehouse Sync and export APIs. Organizations can push events into data warehouses for long-term storage, custom modeling, or to feed additional analytics pipelines. This export capability is important for teams that want to combine Amplitude’s event capture with their own data science workflows or reporting infrastructure.

Amplitude careers

Amplitude hires across product, engineering, analytics, data science, sales, and customer success roles focused on helping organizations adopt event-driven product analytics. Typical openings include product managers, software engineers (frontend, backend, mobile), data engineers, implementation consultants, and customer success managers who help enterprise customers instrument, govern, and act on product data.

Candidates can expect interview processes that cover product thinking, technical assessments, and role-specific case studies. Amplitude emphasizes cross-functional collaboration and often seeks experience in analytics, instrumentation, experiment design, or SaaS product delivery. For current openings and role descriptions, see Amplitude’s careers site and job listings.

Amplitude affiliate

Amplitude is not primarily positioned as an affiliate-marketing product, but it maintains a partner and partner-referral ecosystem that includes implementation partners, consultancies, and technology integrations. Organizations and agencies that want to partner with Amplitude can apply to the partner program to become a validated implementation or integration partner and access partner resources.

If you’re interested in partnership or reseller opportunities, review Amplitude’s partner information and reach out through their partner programs to learn about requirements and benefits.

Where to find Amplitude reviews

Independent and user-generated reviews for Amplitude are available on software review platforms such as G2, Capterra, and TrustRadius, where customers rate Amplitude on features like ease of use, analytics depth, support, and ROI. Amplitude also publishes case studies and customer stories on its site that highlight quantitative outcomes from product teams. For benchmarks and third-party validation, consult analyst reports and commissioned studies referenced in Amplitude’s resource library.

Where to find more resources

• Implementation and SDK guides: Amplitude’s developer documentation at https://developers.amplitude.com
• Pricing and packaging details: Amplitude’s official pricing page at https://amplitude.com/pricing
• Security and compliance: Amplitude’s security resources at https://amplitude.com/security
• Integrations and partners: Amplitude’s integrations directory at https://amplitude.com/integrations