Amplitude

Name: Amplitude
Brand: Amplitude
Price: 0202 USD

Product analytics that kept buying the rest of the stack

Amplitude is a publicly traded digital analytics platform built around event-based product analytics, extended over time into session replay, feature flags and experimentation, a customer data platform, and in-app guides and surveys; it bills on events ingested with a permanent free tier of 2 million events per month and a self-serve Plus plan that scales to 70 million events before a sales conversation is required.

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Overview

Amplitude is the most complete product analytics platform a small company can buy without talking to anyone. It began in 2012 when Spenser Skates, Curtis Liu, and Jeffrey Wang abandoned a failing voice-recognition app and kept the analytics they had built to understand why it was failing, which is a founding story that explains the product's bias: the charts came first and everything else was added because customers kept asking what to do about what the charts showed.

What was added is a lot. Amplitude Experiment brought feature flags and A/B testing onto the same event data, so the flag that gates a feature and the metric that judges it share a definition. A customer data platform layer handles event routing and audience syncing. The 2024 acquisition of Command AI added in-app guides and surveys, meaning the tool that finds the onboarding drop-off can also show a tooltip to fix it. Session replay is bundled rather than sold separately. By 2026 the platform also tracks AI visibility, monitoring where a brand gets cited by AI assistants, which is a strange addition to a product analytics tool and a clear read on where the company thinks measurement is going.

The company direct-listed on NASDAQ in September 2021 under AMPL and is the only pure public company in this category. That is a mixed signal for a small buyer. On the reassuring side, the financials are published: roughly $100.9M of revenue in the second quarter of fiscal 2026, up 21 percent year over year, with annual recurring revenue around $410M and roughly 859 employees. On the less reassuring side, public companies chase enterprise contracts, and Amplitude's Growth and Enterprise tiers are quoted rather than published, with add-ons priced as a percentage of the platform plan, which is a pricing structure designed for procurement rather than for a founder with a credit card.

For a small business the practical question is whether you stay inside the self-serve envelope. The free plan gives 2 million events a month forever, plus 10,000 session replays. Plus starts at $0 with those first 2 million events free and scales to 70 million events, which is a very high ceiling for a company that never speaks to sales. Cross that line, or need advanced cohorts, guaranteed uptime, or serious governance, and you are into a quote-based world where Amplitude is priced against enterprise budgets rather than startup ones.

Best for

Product-led software companies who want analytics, session replay, feature flags, experiments, and in-app guides from one vendor on an event meter rather than per seat, and who expect to stay under 70 million events a month where the self-serve Plus plan applies and no sales call is required.

Not the right fit for

Teams who only need five charts and a replay; Amplitude is a large platform with a corresponding amount of configuration, and a two-person company will use maybe a tenth of it while paying attention to all of it.
Buyers who need a firm published price above the self-serve line; Growth and Enterprise are quoted, and dedicated add-ons are priced as a percentage of the platform plan, which is not a number you can budget from the website.
Marketing sites measuring traffic and page views; the event meter makes anonymous high-volume traffic expensive and the tool answers questions those sites are not asking. Plausible, Fathom Analytics, or Matomo are the right shape.
Engineering teams who want to self-host or keep analytics data inside their own infrastructure; Amplitude is hosted only, with no open source edition and no self-hosted deployment.
Companies that want a simple, cheap, permanently fixed bill; Amplitude's cost moves with event volume and its enterprise packaging is designed to grow with you in ways that are good for Amplitude.

How it works

1
You send events, either through Amplitude's browser, iOS, Android, React Native, and server SDKs, or via a CDP such as Segment. Each event carries properties and belongs to a user identity, and Amplitude stitches anonymous pre-signup activity to the account that eventually appears. Autocapture is available on the browser SDK for teams that want data before they have decided what to instrument.
2
Analysis happens across a set of chart types that will feel familiar to anyone who has used this category: event segmentation, funnels, retention, user journeys and pathfinder, lifecycle, and revenue analysis, all filterable by behavioural cohorts. Behavioural cohorts are the pivot the whole product turns on, because they are reusable across charts, experiments, guides, and outbound audience syncs rather than being defined per report.
3
Session Replay is bundled with the analytics rather than sold as a separate product, so any point on a funnel or any user in a cohort can be opened as a replay. Capture supports web via a browser SDK plugin or a standalone SDK, plus iOS, Android, and React Native, with default text masking and configurable retention windows.
4
Amplitude Experiment adds feature flags and experiments that read from the same event stream, so the success metric for an experiment is a metric you already have rather than one you defined twice. Guides and Surveys, from the Command AI acquisition, close the loop by letting you ship an in-app tooltip, checklist, or survey against a behavioural cohort without a code release. Outbound, the CDP layer forwards events and audiences to advertising, messaging, and warehouse destinations.

Feature breakdown

26 features in 5 modules

Product analytics

The original product, and still the reason most people buy.

Event segmentation: Trend any event over time, split by any property or behavioural cohort, with formulas across multiple events. The default starting point for almost every question.
Funnel analysis: Multi-step conversion with configurable ordering and conversion windows, plus the ability to break each step down by cohort so you can see which segment is failing rather than only that someone is.
Retention and lifecycle: Cohort retention curves alongside a lifecycle view splitting users into new, current, resurrected, and dormant, which is the fastest way to see whether growth is acquisition or retention driven.
Pathfinder and journeys: Path analysis showing the sequences users actually follow, including the unintended routes that account for more traffic than the designed one.
Behavioural cohorts: Reusable definitions of user groups based on what they did, shared across charts, experiments, guides, and outbound syncs. The free plan omits them, Plus includes 20, and Growth and above add advanced cohorting.
Revenue and impact analysis: Ties monetisation events to behaviour so lifetime value and revenue per cohort sit in the same tool as adoption, rather than in a separate finance spreadsheet.

Session replay

Bundled rather than sold separately, which is the point.

Included replay volume on every plan: 10,000 monthly replays on Free, rising through 20,000 on Growth and 50,000 on Enterprise. Replay is part of the platform rather than a second contract.
Cross-platform capture: Web through a browser SDK plugin or a standalone SDK for teams instrumented via Segment or another third party, plus iOS, Android, and React Native.
Event-linked playback: Replays are tied to the event stream, so a funnel step, a cohort, or an individual user profile can be expanded into the sessions behind it without a separate search.
Default text masking: Replay ships with text masking on by default rather than as an opt-in hardening step, with element-level controls for anything additional you need hidden.
Configurable replay retention: How long replays remain accessible is a setting rather than a fixed vendor policy, which matters for teams whose legal position requires short windows.

Experimentation and feature flags

Amplitude Experiment, sharing definitions with the analytics.

Unlimited feature flags on Plus: Flags with tags and permissions are included from the self-serve Plus plan, which is unusually generous packaging for a capability many vendors reserve for enterprise.
A/B and multivariate experiments: Randomised assignment with statistical analysis computed against the same behavioural metrics used elsewhere in the platform, removing the usual argument about whose definition of conversion is correct.
Targeted rollouts: Percentage rollouts and targeting by behavioural cohort, so a feature can be released to users who have already demonstrated a relevant behaviour rather than to a random slice.
Web experimentation: Visual editing of page variants without a code deploy, aimed at marketing and growth teams who need to test copy and layout rather than product logic.

Guides, surveys, and customer data

What Amplitude bolted on so you can act on the analysis without another vendor.

In-app guides: Tooltips, checklists, modals, and onboarding flows targeted at behavioural cohorts, added through the 2024 Command AI acquisition. The funnel that finds the drop-off can now ship the intervention.
In-product surveys: Microsurveys and NPS triggered on behaviour, so qualitative feedback comes from the specific users who did or did not do the thing you are investigating.
Customer data platform: Event collection, transformation, and forwarding to downstream advertising, messaging, and analytics destinations, which for some teams removes the need for a separate CDP subscription.
Audience syncing: Behavioural cohorts pushed to ad platforms, email tools, and CRMs so a segment defined by product behaviour can be targeted without rebuilding the logic in each destination.
Data governance and tracking plans: Schema definition, event validation, and tracking plans descended from the Iteratively acquisition, which is how you stop a two-year-old event taxonomy from becoming unusable.
AI visibility monitoring: Tracks where the brand is cited by AI assistants, metered as active prompts: 500 on Free, 1,000 on Plus, 2,500 on Growth, and 5,000 on Enterprise. A 2026 addition and a bet on where discovery measurement is heading.

Data infrastructure and administration

How data gets in, gets out, and stays governed.

Warehouse ingestion and export: Events can be imported from and exported to cloud data warehouses, and Amplitude supports warehouse-connected deployment patterns for teams whose source of truth is Snowflake or Databricks rather than an SDK.
Autocapture on the browser SDK: Optional automatic collection of interactions on web so a team can see data before finishing an instrumentation plan, with the usual tradeoff of volume and event-name quality.
Two year data retention on Plus: The self-serve paid tier carries a two year retention window, which is longer than several competitors' defaults and enough for genuine year-over-year comparison.
Broad SDK and integration surface: Browser, iOS, Android, React Native, Flutter, and server-side SDKs, plus first-class Segment, mParticle, and RudderStack support and a large catalogue of destination integrations.
Role-based access and SSO: Project-level permissions, team management, and SAML single sign-on on enterprise arrangements, with social login covering smaller teams.

Use cases

4 documented

Product-led SaaS team consolidating vendors

The company pays for one analytics tool, one feature flag service, one onboarding tool, and one survey widget, and none of them agree on what an activated user is.

A single behavioural cohort definition drives the funnel chart, the flag rollout, the onboarding checklist, and the survey trigger. Three subscriptions cancel and the definition argument stops.

Growth engineer running continuous experiments

Experiments are launched through a flagging tool and analysed by exporting event data into a spreadsheet a week later, so results arrive slowly and are argued about.

Amplitude Experiment assigns variants and computes significance against metrics already defined in the analytics, so a test reports itself and the team runs more of them.

Startup on the free plan validating product-market fit

Fewer than 2 million events a month, no budget, and a need to know whether week four retention is going up or down.

The permanent free tier covers the event volume plus 10,000 session replays a month, giving retention curves, funnels, and the ability to watch actual sessions at zero cost until the company has revenue.

Head of product at a scaling company

Event data has grown to hundreds of names with no owner, and nobody trusts a chart enough to make a decision from it.

Tracking plans and schema validation enforce a governed taxonomy at ingestion, bad events are caught before they land, and the charts become arguable again on their merits rather than dismissed on data quality.

Pricing

from $0 (Free, 2M events per month forever); Plus starts at $0 with the first 2M events free

Usage-based on events ingested per month across four plans. Free and Plus are self-serve with published limits, Growth and Enterprise are quoted, and add-ons on the upper tiers are priced as a percentage of the platform plan.

Plan	Price	Includes
Free	$0 per month, permanently	2 million events per month forever 10,000 monthly session replays 500 active AI visibility prompts Core analytics charts, funnels, and retention No credit card required Generous by category standards, but behavioural cohorts are absent, and cohorts are the feature the rest of the platform depends on.
Plus	Starts at $0, scaling with volume per month	First 2 million events per month free, scaling to 70 million Two year data retention 20 behavioural cohorts Unlimited feature flags with tags and permissions Session replay, guides, surveys, and the CDP layer 1,000 active AI visibility prompts Self-serve checkout with no sales call. Third-party buyer reporting places the entry paid rate at roughly $49 per month on annual billing, though Amplitude publishes the meter rather than a flat price.
Growth	Quoted annual contract	Event-based pricing negotiated on committed volume 20,000 monthly session replays Advanced behavioural cohorting 2,500 active AI visibility prompts Dedicated add-ons available The first tier requiring a sales conversation, and the point at which small-business budgeting gets hard.
Enterprise	Quoted annual contract	50,000 monthly session replays 5,000 active AI visibility prompts Advanced governance, security, and support SSO and SAML Custom retention and data residency arrangements

Add-ons

Dedicated capacity add-ons (Priced as a percentage of the platform plan): Available on Growth and Enterprise for expanded capabilities. Because the price is a percentage rather than a figure, the true cost only appears in a quote.
Additional session replay volume (Quoted): Included volumes are 10,000 on Free, 20,000 on Growth, and 50,000 on Enterprise; heavier replay use is negotiated.

Billing notes

The meter is events ingested per month, not seats and not monthly tracked users, so the cost of adding people to the account is zero and the cost of a chatty SDK is not.
Plus is the important line for a small business: it stretches to 70 million events a month self-serve, which is a genuinely high ceiling before anyone has to speak to sales.
The published Plus price of $0 to start is a meter rather than a rate card. Third-party buyer data puts the practical entry point near $49 per month billed annually, and annual commitment is how the lower rates are obtained.
Above Plus, everything is quoted, and add-ons priced as a percentage of the platform plan mean the marginal cost of a capability rises with your base spend rather than with your use of that capability.
Two year data retention on Plus is a real advantage over vendors defaulting to shorter windows, but it is a plan attribute, so downgrading has data consequences.
Autocapture on the browser SDK is the usual source of surprise bills. A high-traffic marketing site funnelling autocaptured interactions into the same project as the product can consume the event allowance several times over.

Value assessment: Amplitude's value depends almost entirely on whether you use the platform or only the charts. At 10,000 monthly users generating perhaps 300,000 events, the free plan covers you with replays included, which makes Amplitude one of the cheapest ways to run real product analytics at small scale. At 100,000 monthly users on disciplined instrumentation, roughly 3 million events, you are on Plus and paying tens of dollars a month rather than hundreds, which is aggressive pricing for what you get. If you also retire a feature-flag subscription, an onboarding tool, and a survey widget, the effective value is very strong. If you use Amplitude purely as a charting tool, you are paying platform complexity for chart value, and Mixpanel or PostHog will feel lighter. The risk sits above 70 million events, where published pricing disappears and you are negotiating with a public company that has enterprise revenue targets.

Strengths & limitations

Strengths

The broadest self-serve platform in the category: analytics, session replay, feature flags, experiments, guides, surveys, and a CDP layer under one event meter.
A permanent free plan of 2 million events a month including 10,000 session replays, and a self-serve Plus tier that stretches to 70 million events before any sales involvement.
Behavioural cohorts are a first-class shared object rather than a per-report filter, so one definition drives charts, experiments, guides, and outbound audiences.
Feature flags are included from the Plus tier rather than gated behind enterprise, which is unusually generous packaging.
Financial transparency no competitor offers: quarterly revenue of $100.9M growing 21 percent and ARR of roughly $410M are published, so vendor stability is a matter of record rather than assertion.
Two year data retention on the self-serve paid tier, longer than several rivals' defaults, which makes genuine year-over-year comparison possible without exporting.
Mature data governance descended from the Iteratively acquisition, including tracking plans and validation that catch bad events before they pollute the dataset.

Limitations

Above 70 million events a month, pricing goes dark. Growth and Enterprise are quoted, and add-ons priced as a percentage of the platform plan make the cost curve steeper than it looks.
Behavioural cohorts are excluded from the free plan and capped at 20 on Plus, which is a meaningful limit given that cohorts are the mechanism everything else depends on.
The platform is large and there is more configuration surface than a small team needs; the tool is genuinely harder to learn than Mixpanel for a non-technical user.
Hosted only. There is no open source edition and no self-hosted deployment, so teams with a hard requirement to keep behavioural data inside their own infrastructure are out.
Session replay volumes are modest against dedicated tools, at 10,000 to 50,000 replays a month depending on tier, and the replay lacks the frontend debugging depth engineers want.
Being public cuts both ways: the company is under pressure to grow enterprise contract value, and that pressure eventually shows up in how the self-serve envelope is drawn.
The AI visibility feature, metered in active prompts, is new and adjacent to the core job; buyers should treat it as a bet rather than a reason to choose the platform.

Head-to-head comparisons

4 alternatives

Amplitude vs Mixpanel

from $0 (Free plan, 1M events per month), Growth starts at $0 and scales with volume

The two classic event-analytics rivals, both on event meters with generous free tiers. Mixpanel is faster to learn, more pleasant for ad-hoc questions, and deliberately narrow. Amplitude bundles flags, experiments, guides, surveys, and a CDP, so it replaces three other subscriptions. Choose Mixpanel if the people asking questions are product managers who want answers today; choose Amplitude if you want a platform and are willing to spend a week configuring it properly.

Full Amplitude vs Mixpanel comparison

Amplitude vs Statsig

from $0 (Developer), then $150 per month (Pro)

Both combine analytics with experimentation, but from opposite directions. Statsig is an experimentation engine with strong statistics and a published $150 per month Pro plan; Amplitude is an analytics platform whose experiment layer is good enough for most teams and shares metric definitions with the charts. Take Statsig if experiment velocity and statistical rigour are the organising principle and engineers own the tooling; take Amplitude if analytics is the daily job and experiments happen weekly rather than hourly.

Full Amplitude vs Statsig comparison

Amplitude vs PostHog

from $0 (generous monthly free tiers; pay only past the allowance)

PostHog covers a similar footprint (analytics, replay, flags, experiments, surveys, error tracking) but is open source, self-hostable, priced per product with a free allowance on each, and unmistakably engineer-first. Amplitude is hosted only, more polished for non-technical users, and better at data governance. Pick PostHog if your team writes code and wants control and an EU cloud; pick Amplitude if product and marketing staff are the primary users and you want the guides and surveys layer.

Full Amplitude vs PostHog comparison

Amplitude vs Matomo

from Free self-hosted (Community edition), or 29 euros per month for Matomo Cloud at 50,000 hits

Matomo is privacy-first web analytics with session recording and heatmaps, self-hostable for free or on EU-hosted cloud from around 29 euros a month, and it answers traffic questions well. Amplitude answers in-product behaviour questions and cannot sensibly be used as a web analytics tool. Buy Matomo for the marketing site and GDPR posture; buy Amplitude for the application. Plenty of companies run both, and that is the correct answer more often than picking one.

Full Amplitude vs Matomo comparison

Implementation & onboarding

Setup time: A working chart in under an hour with autocapture or a CDP connection. A properly instrumented, governed implementation across web and mobile is a two to four week project, longer than Mixpanel because there is more platform to configure and because tracking plans are worth doing properly from the start.
Learning curve: Moderate. Chart building is approachable, but the platform rewards understanding behavioural cohorts, tracking plans, and how experiments read metrics, and none of that is obvious on day one. Expect a designated owner rather than assuming everyone will self-serve.
Onboarding: Free and Plus are entirely self-serve with in-product guidance, a large documentation site, and a well-regarded free education program. Growth and Enterprise add implementation support and a customer success contact as part of the contract.
Migration notes: Coming from Mixpanel or PostHog, the event and property model maps almost directly and the main work is re-instrumenting SDK calls, or repointing an existing Segment stream, which is close to trivial. Historical data can be backfilled through the import API. Coming from Google Analytics 4, expect a conceptual rewrite rather than a migration. Note the direction of travel in this category: June wound down into Amplitude in 2025, so Amplitude is a common destination rather than a common origin.

Platform, API & security

Platforms: Web (browser SDK with optional autocapture and a standalone replay SDK)iOS and Android native SDKsReact Native and FlutterServer-side SDKs across major languagesHTTP ingestion APIWarehouse import and export
API: Documented ingestion, export, behavioural cohort, chart, taxonomy, and experiment APIs, plus a CDP layer for forwarding events and audiences to downstream destinations and warehouse-connected deployment options.
Compliance: SOC 2 Type IIISO 27001GDPR with a published DPACCPAHIPAA available under enterprise arrangements
Data residency: United States by default with a European region available for customers who need EU processing; specific residency guarantees beyond the standard regions are handled through enterprise arrangements.
SSO: SAML single sign-on and SCIM provisioning on enterprise arrangements; Google and Microsoft login on lower tiers.
Security notes: Encryption in transit and at rest, role-based access control across projects and teams, default text masking in session replay, configurable replay retention windows, and two year event retention on the Plus plan.

Support & resources

Channels: In-product and email support on paid plansCommunity forum for free usersNamed customer success and SLA-backed support on Growth and Enterprise contracts
Documentation: Comprehensive documentation covering SDKs, ingestion, every chart type, experiments, guides, surveys, and the CDP layer, alongside a free education program that is genuinely good and widely used outside Amplitude's own customer base.
Community: An active community forum, a large body of third-party tutorials from over a decade in market, and a well-known set of public benchmark reports the company publishes on product engagement.

Company

Founded: 2012
Headquarters: San Francisco, California, United States
Ownership: Public company, NASDAQ: AMPL
Founders: Spenser Skates, Curtis Liu, Jeffrey Wang
Employees: Approximately 859 (March 2026), up around 142 year over year
Funding: Venture-backed through a Series F before a direct listing on NASDAQ in September 2021; reported annual recurring revenue of roughly $410M and second-quarter fiscal 2026 revenue of $100.9M, up 21 percent year over year.

Funding history

Round	Amount	Year	Notes
Series A to E	Undisclosed cumulative	2014 to 2020	Backers included Benchmark, Battery Ventures, IVP, and Sequoia.
Series F	$150M	2021	Raised shortly before the public listing, at a valuation above $4B.
Direct listing	NASDAQ: AMPL	2021	Direct listing in September 2021 rather than a traditional IPO.

Timeline

2012Founded by Spenser Skates, Curtis Liu, and Jeffrey Wang after their voice-recognition startup Sonalight failed and the analytics they had built to diagnose it turned out to be the valuable part.
2016Establishes itself as the enterprise-facing alternative in product analytics, publishing benchmark research on engagement and retention that becomes widely cited outside its customer base.
2021Acquires Iteratively for data governance and ClearBrain for predictive analytics, then direct-lists on NASDAQ under AMPL in September, becoming the category's only pure public company.
2022Launches Amplitude Experiment, bringing feature flags and A/B testing onto the same event data as the analytics rather than treating them as separate systems.
2024Acquires Command AI, adding in-app guides and surveys so teams can act on a discovered drop-off inside the same platform that found it.
2025June.so winds down and its founding team joins Amplitude, consolidating one of the lightweight B2B analytics alternatives into the larger platform.
2026Reports second-quarter revenue of $100.9M, up 21 percent, with ARR around $410M, and extends the platform into AI visibility monitoring metered by active prompts.

Integrations

Segment, mParticle, and RudderStack
Snowflake, BigQuery, Databricks, and Redshift for import and export
Slack and Microsoft Teams
Salesforce and HubSpot
Braze, Iterable, and Customer.io via audience sync
Google Ads, Meta, and other advertising destinations
Intercom and Zendesk
Optimizely and other experimentation tools for teams not using Amplitude Experiment
Zapier and a documented public API for anything not covered natively

Frequently asked questions

10 questions

What is Amplitude?

Amplitude is a digital analytics platform built around event-based product analytics. It tracks what users do inside an application and answers questions about funnels, retention, adoption, and cohorts, and it has expanded to include session replay, feature flags and experimentation, in-app guides and surveys, and a customer data platform layer. It is publicly traded on NASDAQ under AMPL.

How much does Amplitude cost?

The Free plan gives 2 million events per month forever with 10,000 monthly session replays. Plus starts at $0 with the first 2 million events free and scales to 70 million events a month with two year retention, 20 behavioural cohorts, and unlimited feature flags; third-party buyer data puts the practical entry rate around $49 per month on annual billing. Growth and Enterprise are quoted, with add-ons priced as a percentage of the platform plan.

Is Amplitude's pricing per user or per event?

Per event ingested. Seats are not the meter, so you can give the whole company access without changing the bill. What changes the bill is how many events your instrumentation sends, which means autocapture and high-traffic anonymous pages are the two things to watch. It is not a monthly-tracked-user meter either, unlike some competitors, so a small number of very active users is cheap and a large number of barely active ones is not automatically expensive.

Does Amplitude include feature flags and A/B testing?

Yes. Amplitude Experiment provides feature flags and experiments, and unlimited flags with tags and permissions are included from the self-serve Plus plan rather than reserved for enterprise contracts. Because experiments read the same behavioural metrics used in the analytics, you avoid the common situation where the flagging tool and the analytics tool disagree about what conversion means.

How does Amplitude's session replay work and what does it cost?

Replay is bundled into the platform rather than sold separately, with 10,000 monthly replays on Free, 20,000 on Growth, and 50,000 on Enterprise. Capture works on web through a browser SDK plugin or a standalone SDK, plus iOS, Android, and React Native. Text masking is on by default and retention is configurable. It is designed to explain analytics rather than to debug frontend code, so engineers wanting console logs and network waterfalls should look at LogRocket or OpenReplay.

Can I use Amplitude for free permanently?

Yes. The free plan is described as 2 million events per month forever with no credit card, including 10,000 session replays and 500 active AI visibility prompts. The significant omission is behavioural cohorts, which are not included on the free tier. Since cohorts are what makes the rest of the platform cohere, most teams that get serious end up on Plus fairly quickly.

Where does Amplitude stop being self-serve?

At 70 million events a month, which is the ceiling of the Plus plan. Below that line you can sign up, pay by card, and never speak to anyone. Above it you are in Growth or Enterprise, both quoted, and dedicated add-ons are priced as a percentage of the platform plan rather than as a fixed figure. For most small businesses that ceiling is far away, which is the main reason Amplitude belongs on a small-business shortlist at all.

Can Amplitude host data in the EU?

Amplitude offers a European region for customers who need EU processing, alongside the default United States region, and publishes a GDPR data processing agreement. Stronger residency guarantees are handled through enterprise arrangements. There is no self-hosted option, so buyers with an absolute requirement to keep behavioural data inside their own infrastructure should look at Matomo, OpenReplay, or a self-hosted PostHog instead.

Amplitude or Mixpanel?

Mixpanel if you want the analysis to be fast and simple and are content to buy flags, experiments, and onboarding tools elsewhere. Amplitude if you want one vendor covering analytics, replay, flags, experiments, guides, and surveys, and are willing to accept a larger product with more configuration. Both meter on events and both have real free tiers, so the honest way to decide is to instrument the same three events in each and see which interface your team actually opens.

Is Amplitude a financially stable vendor?

More verifiably than any competitor in the category, because it is public. Second-quarter fiscal 2026 revenue was $100.9M, up 21 percent year over year, with annual recurring revenue around $410M and roughly 859 employees. The tradeoff is that a public company faces continuous pressure to move customers up-market, which is worth remembering when the self-serve envelope is redrawn.

Editorial verdict

Amplitude is the most platform you can buy in this category without a sales call, and for a product-led company that would otherwise be paying for analytics, feature flags, an onboarding tool, and a survey widget separately, that consolidation is the whole argument. The free tier is real, Plus stretches to 70 million events self-serve, and feature flags being included at that level is genuinely generous packaging. Buy it if you will use the platform, not just the charts, and if you have someone willing to own tracking plans and cohort definitions. Look elsewhere if you want the lightest possible tool (Mixpanel), if you want to self-host (PostHog or Matomo), or if you can foresee crossing 70 million events, because that is where published pricing ends and enterprise negotiation begins.

Written by the SaaSTracker editorial team. Awards, when shown, are judged against the published criteria in our methodology.

Awards & badges

1 held

Amplitude holds 1 award from the SaaSTracker editorial program. Badges may be displayed by the vendor; each embed links back to this profile.

Category Leader · Product Analytics & Session Replay

“Product analytics that kept buying the rest of the stack: experiments, session replay, and a CDP under one roof, with 2 million free events a month.”

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