Amplitude is a analytics tool for Small businesses and Enterprise, offered as freemium. Founded in United States in 2012.
About Amplitude
Amplitude is a digital analytics platform from San Francisco, founded in 2012 by Spenser Skates, Curtis Liu and Jeffrey Wang and listed on Nasdaq (AMPL) since its 2021 direct listing. It started as event-based product analytics for mobile apps and now helps product, growth and marketing teams see how people use their apps and websites and what drives conversion and retention.
The platform combines product and web analytics (funnels, retention, cohorts, journeys), session replay and heatmaps, feature flags and A/B testing, in-app guides and surveys (from the 2024 Command AI acquisition) and audience syncing to ad and messaging tools. AI agents can monitor dashboards, explain metric changes and answer questions, and an MCP server exposes Amplitude data to AI tools. Free covers 2 million events a month; Plus is usage-based; Growth and Enterprise are custom-priced through sales.
It fits product-led companies that need self-serve analysis for non-technical teams. Mixpanel is the closest rival with simpler pricing; PostHog is cheaper and open source with an engineering focus; Pendo is stronger on in-app guidance for B2B software; Google Analytics is free but built for marketing attribution.
In July 2026 Amplitude dropped the fixed 49 dollar Plus tier based on monthly tracked users for event-based pricing from 0 dollars, and the Free plan now includes session replay, guides and AI agents. Startups with under 20 employees and under 10 million dollars raised can apply for a free year of Growth.
Key features of Amplitude
- Funnels, retention, cohorts and user journey analysis without SQL
- Session replay and heatmaps linked to analytics charts
- Feature flags, A/B/n tests and web experimentation
- In-app guides and surveys built on the Command AI acquisition
- AI agents that monitor metrics and explain changes, plus an MCP server
- Audience activation syncs to ad, CRM and messaging tools
- Data governance with tracking plans, observability and taxonomy tools
- Warehouse-native connections to Snowflake, BigQuery and Databricks
Pros and cons
Pros
- Free plan with 2M events, replay and experiments is generous
- Self-serve charts that product managers can build without analysts
- Analytics, replay, experiments and guides share one data model
- Mature governance features for large event taxonomies
- Public company with a long track record and enterprise security
Cons
- Growth and Enterprise prices are not published and can be steep
- Plus overage rates beyond 2M events are not shown on the pricing page
- Instrumentation and taxonomy planning take real setup effort
- Heatmaps, behavioral cohorts and SSO are missing on the Free plan
- Broad product surface can overwhelm small teams
Amplitude pricing
Amplitude uses a freemium model.
| Plan | Price | Includes |
|---|---|---|
| Free | $0 | 2M events/mo, session replay, 1 experiment, AI agents |
| Plus | From $0 | Event-based above 2M free events, up to 70M; card required |
| Growth | Custom | Custom event-based pricing; A/B testing, predictions, SSO |
| Enterprise | Custom | RBAC, SCIM, data access controls, account manager |
Source: amplitude.com · checked on Oct 20, 2026
How Amplitude compares in Analytics
- Rank by votes
- #1 / 30
- Starting price
- $0
- Free alternatives
- 6
0 votes from members
Category median is $37/mo
Free or open-source tools in Analytics
Amplitude ranks #1 of 30 analytics tools by community votes and is not directly comparable on price.
Common use cases
- 1SaaS team finding where users drop out of onboarding
- 2Mobile app measuring week-one retention by acquisition channel
- 3E-commerce site testing checkout changes with A/B experiments
- 4Product manager watching replays of sessions that failed a funnel
- 5Growth team syncing high-intent cohorts to ad platforms
- 6Launching an in-app guide for users who skipped a key feature
Best for
Product-led SaaS, mobile and e-commerce teams that want self-serve behavioral analytics with replay and experiments on one data model.
Not ideal for
Small marketing sites that only need traffic reports or engineering-led teams wanting open source and transparent usage pricing (Google Analytics, PostHog).
Integrations
- Segment
- Snowflake
- BigQuery
- Databricks
- Braze
- HubSpot
- Salesforce
- Slack
Our take
Amplitude remains one of the strongest product analytics suites, and the 2026 Free plan is now enough for many startups. Start free, plan your event taxonomy early, and get a written quote before you cross the 2M event mark, since paid pricing is negotiated.
FAQ
- What is Amplitude?
- Amplitude is a Analytics tool: Product analytics, session replay and experiments for digital teams.
- How much does Amplitude cost?
- Amplitude uses a Freemium model; see the vendor's pricing page for current plans.
- What does Amplitude integrate with?
- Amplitude integrates with Segment, Snowflake, BigQuery, Databricks, Braze, HubSpot and more.
- Which platforms does Amplitude support?
- Amplitude is available on web.
- Who is Amplitude for?
- Product-led SaaS, mobile and e-commerce teams that want self-serve behavioral analytics with replay and experiments on one data model.
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