Amplitude

What Amplitude does

Amplitude, Inc. is a publicly traded (NASDAQ: AMPL) AI analytics platform founded in 2012 and headquartered in San Francisco. The company provides a unified behavioral analytics stack serving product, marketing, data, and engineering teams at approximately 4,700 customers, including 698 enterprises paying $100K+ ARR and 162 Global 2000 accounts. The platform combines quantitative behavioral product analytics, web/marketing analytics, session replay, heatmaps, zoning insights, guides and surveys, feature and web experimentation, feature management, and activation tools, with a 2026 AI layer that adds a Global Agent and four specialized AI agents, the Amplitude MCP server (connecting to Claude, ChatGPT, Cursor, GitHub Copilot, Figma Make, and Lovable), an AI Assistant add-on, AI Feedback, AI Visibility, and Agent Analytics for measuring autonomous AI workflows.

The underlying architecture is built on a proprietary behavioral data foundation that supports warehouse-native deployment (e.g., via Snowflake) and 150+ technology integrations. Revenue is generated primarily through SaaS subscriptions sold via direct enterprise sales, inside sales for mid-market, a self-serve PLG funnel (free tier up to 10K monthly tracked users, plus a Startup Scholarship), and a 500+ partner ecosystem that influences $2.1B of ARR at 3.4x larger deal sizes. Pricing was simplified in 2026 to a data-ingestion uplift model, which expanded deal sizes and lifted net dollar retention from 96% to 105% (target: 115%).

FY2025 revenue was $343.2M (+15% YoY), Q1 2026 revenue reached $93.5M (+17% YoY), and ARR re-accelerated to $374M (+17% YoY) under FY2026 guidance of $397-403M. The company has 724 employees, is led by co-founder/CEO Spenser Skates, and has executed an aggressive AI-related M&A strategy (Iteratively in 2021, ClearBrain in 2020, Command AI in 2024, Kraftful and June.io in 2025, InfiniGrow in January 2026, and the pending Statsig customer-base transfer in May 2026). Recent leadership changes include the departure of President Thomas Hansen and CMO Tifenn Dano Kwan, the promotion of Nathaniel Crook to Chief Commercial Officer, and the appointment of Gab Menachem (ex-Loom Systems founder, ex-ServiceNow) as Chief Product Officer.

Name

Amplitude

Legal name

Amplitude, Inc.

Website

https://amplitude.com

Company type

Public

Founded year

2011

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Amplitude (NASDAQ: AMPL) is a public AI analytics platform that combines behavioral product analytics, session replay, experimentation, and AI agents to help product, marketing, and data teams at ~4,700 customers, including 162 Global 2000 enterprises, optimize digital products.

Ownership category

akta.pro rank

Product category

Product Analytics

NAICS

Software Publishers (513210), Software Publishers (5132), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management) (HDAEANAA)

akta.pro secondary industries

AI Observability, Monitoring & Evaluation Platforms (Drift, Quality, Safety) (HDAEANAF), Enterprise AI Data & Knowledge Platforms (Vector Databases, Knowledge Graphs) (HDAEANAH), Enterprise Foundation Model Integration & APIs (Connectors, Governance, Deployment) (HDAAACAO), Model Hosting, Serving & Inference Platforms (HDAAACAB), Model Deployment, Serving & Inference Platforms (HDAAABAF)

Keywords

• Product analytics platform
• Behavioral analytics software
• Customer journey analytics
• Ai experimentation platform
• Session replay analytics

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Subscription (paid plans): Recurring SaaS subscriptions sold via direct sales (enterprise) and self-serve (mid-market/SMB), with usage-based scaling on tracked users and event volume; FY2025 revenue $343.2M and FY2026 revenue guided to ~$400M midpoint
2. Freemium tier: Free tier with up to 10K monthly tracked users to drive PLG adoption and funnel users into paid subscriptions
3. Usage-based data ingestion uplift: New simplified pricing model replacing module-specific meters with an uplift tied to data ingestion; already expanding deal sizes and lifting net dollar retention to ~105% (up from 96%)
4. Add-on (AI Assistant conversational add-on): The full Amplitude AI Assistant (conversational chat, walkthrough triggers, unlimited sources) is sold as an add-on to platform plans; a Resource Center (search-only) is bundled with all plans
5. Professional services and partner-led implementation: Customer Success services and a 500+ partner ecosystem of solution/consulting partners deliver implementation, enablement, and training revenue alongside subscriptions

Pricing tiers

Go-to-market motion5 records

Distribution channels7 records

Marketing channels11 records

Core offering

Amplitude is an AI-native digital analytics platform that ingests behavioral event data from customer products and websites, then turns it into product analytics, marketing analytics, session replay, experimentation, feature flagging, guides/surveys, and AI-driven recommendations for product, marketing, data, and engineering teams. The 2026 platform adds autonomous AI Agents, an in-product AI Assistant, an MCP server for natural-language querying from third-party AI tools, AI Feedback synthesis, and AI Visibility monitoring of brand mentions across large language models. Revenue is generated primarily through SaaS subscriptions sold via PLG self-serve (free tier up to 10K tracked users), mid-market inside sales, and enterprise field sales, with add-on pricing for the AI Assistant and usage-based scaling on data ingestion.

Product overview

Amplitude's offering is a single unified AI analytics platform with a layered product portfolio rather than separate standalone products. At the foundation sits the Amplitude AI Analytics Platform, which consolidates behavioral data across the stack and exposes it through Amplitude Analytics (product analytics), Web Analytics (marketing analytics), Session Replay, Heatmaps, Zoning Insights, Data Governance, and Integrations as the core data and insights layer. On top of that core sits an Action layer — Guides and Surveys, Feature Experimentation (Amplitude Experiment), Web Experimentation, Feature Management, and Activation — that converts insights into in-product changes and downstream triggers. The 2026 portfolio adds an AI layer spanning AI Agents (a Global Agent plus four specialized autonomous agents), Amplitude MCP (a Model Context Protocol server), AI Assistant (an in-product support agent), AI Feedback (qualitative customer insight synthesis), and AI Visibility (LLM brand-monitoring). Acquisitions extend the platform: InfiniGrow adds AI marketing and revenue forecasting (acquired January 2026), Statsig brings data warehouse experimentation and feature flagging (deal announced May 2026), and earlier acquisitions Command AI, Inari, June.io, Kraftful, and Iteratively reinforce Amplitude's AI-native transformation and data instrumentation capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Amplitude AI Analytics Platform Unified core analytics platform consolidating product analytics, web analytics, session replay, experimentation, guides and surveys, activation, and data governance into a single AI-powered system serving product, marketing, data, and engineering teams.
• Amplitude Analytics (Product Analytics) Core behavioral product analytics offering with funnels, retention, cohorts, user paths, and custom formulas providing quantitative answers to product questions for product managers, analysts, and designers.
• Amplitude Web Analytics / Marketing Analytics Marketing analytics offering that tracks customer journeys across web touchpoints, supporting acquisition, attribution, and targeting with one line of code for growth and marketing teams.
• Session Replay Module that reconstructs user sessions based on event data, showing exactly what users did to make product metrics interpretable; complements Amplitude Analytics for qualitative + quantitative analysis.
• Feature Experimentation (Amplitude Experiment) Feature flagging and A/B/n experimentation tool that targets and tests releases with cohort-based analysis to prove product innovations work, sold as an add-on to platform plans.
• Web Experimentation A/B testing and personalization product for web properties, designed for easy setup with data-powered conversion optimization, sold as an add-on to platform plans.
• Feature Management Tool to build, target, and learn from feature releases incrementally with controlled rollouts and instant rollback capability, sold as an add-on to platform plans.
• Guides and Surveys In-product communication tool for guiding users through flows and collecting feedback, enabling contextual onboarding and activation; sold as an add-on to platform plans.
• Amplitude AI Agents Suite of autonomous AI agents including a Global Agent and four specialized agents (dashboard monitoring, session replay analysis, web experimentation, user feedback processing) that continuously analyze product usage, identify friction, and recommend or take actions in real time.
• Amplitude AI Assistant Embedded in-product AI support agent built on Amplitude's behavioral data that personalizes guidance, walks users through tasks, and feeds every conversation back into AI Feedback; the full conversational assistant is sold as a paid add-on, while a search-only Resource Center is included with all plans.
• Amplitude MCP (Model Context Protocol server) Model Context Protocol server that lets users prompt Amplitude for insights directly from AI assistants such as Claude, ChatGPT, Cursor, GitHub Copilot, Figma Make, and Lovable.
• AI Feedback AI capability that transforms qualitative customer feedback — including text from AI Assistant conversations and other channels — into structured, actionable product intelligence for product teams.
• AI Visibility Capability that reveals how large language models talk about a brand so companies can win visibility in AI search results.
• InfiniGrow (AI marketing & revenue analytics) AI marketing analytics platform acquired in January 2026 that helps marketers measure, forecast, and optimize marketing impact on revenue through what-if analysis, scenario modeling, and AI-driven forecasts; integrates into the Amplitude platform.
• Statsig (data warehouse experimentation and feature flagging) Data warehouse experimentation and feature flagging platform whose brand and customer base are being transferred to Amplitude following OpenAI's acquisition of Statsig; expected to add 320 customers and $5–7M in revenue.

Quantifiable outcome

• The RealReal increased GMV from newly released features and cut feature analysis time from ~1 week to minutes
• +6 more outcomes

Named customers16 records

Segments13 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration20 records

AI capability13 records

Feature8 records

Partnerships

20 partnerships are on record, tiered flagship and core.

• Amazon Web Services (AWS)flagshipTechnology or IntegrationFeatured technology partner with deep GTM integration; co-presented personalization webinars with Converteo & AWS (Le Futur de la Personnalisation); Amplitude highlights data-platform deepening with AWS in CFO commentary and partner ecosystem
• Twilio SegmentflagshipTechnology or IntegrationFeatured technology partner; bidirectional integration that unifies customer data and powers case studies such as The RealReal (40M members, 1M+ SKUs). Co-marketing with case study on personalization at scale.
• BrazeflagshipTechnology or IntegrationFeatured technology partner; bidirectional integration delivers product managers and growth marketers a unified view of retention and conversion. Cited by customers such as Snoonu to drive a 40% World Cup campaign revenue lift.
• AppsFlyerflagshipTechnology or IntegrationFeatured technology partner; privacy-preserving measurement integration connecting Amplitude's behavioral analytics with AppsFlyer's attribution platform for marketing ROI and post-install user behavior.
• HubSpotflagshipTechnology or IntegrationFeatured technology partner; co-built the Amplitude App on HubSpot for behavioral analytics-driven growth marketing campaigns.
• SnowflakecoreTechnology or IntegrationTechnology partner; integration supports warehouse-native Amplitude deployment that minimizes data duplication and powers composable CDP architectures with Snowflake's Data Cloud.
• AirbridgecoreTechnology or IntegrationTechnology partner; integration connects Airbridge's people-based attribution and incrementality measurement with Amplitude for post-install user behavior analysis across marketing channels.
• BranchcoreTechnology or IntegrationTechnology partner; integration unifies Branch's mobile attribution with Amplitude analytics so non-technical teams can identify retention-driving channels and product features in real time.
• Datazoom Inc.coreTechnology or IntegrationTechnology partner; Datazoom's Data-as-a-Service platform streams standardized video events into Amplitude to power real-time video analytics pipelines.
• TwiliocoreTechnology or IntegrationTechnology partner; go from data to insight faster through Twilio + Amplitude combined messaging and analytics stack.
• AdswerveflagshipChannel Partner/ Reseller/ DistributorReseller and three-time Adobe Partner of the Year; Google's oldest and largest U.S. performance media partner with 250+ data scientists and analytics professionals serving 800+ iconic brands; provides implementation and managed services for Amplitude.
• ConverteoflagshipImplementation/ SI/ Consulting PartnerFounding Amplitude solution partner; 200 consultants covering data collection to activation; co-authored personalization playbook with AWS and co-hosted webinars. Five-step personalization framework adopted across joint deployments.
• SlalomcoreImplementation/ SI/ Consulting PartnerSolution partner in 30+ markets across the US, UK, and Canada delivering strategy, technology, and business transformation with Amplitude.
• WillowTreecoreImplementation/ SI/ Consulting PartnerSolution partner (2x Implementation Certification, 9x Insights Certification) building digital products for the world's leading brands alongside Amplitude.
• FueledcoreImplementation/ SI/ Consulting PartnerAward-winning technology consultancy (3x Implementation Certifications, 5x Insights Certifications) delivering Amplitude implementations end-to-end.
• Endava (formerly Five Agency)coreImplementation/ SI/ Consulting PartnerDigital product company providing growth marketing services and Amplitude implementation across the customer lifecycle.
• AB180coreChannel Partner/ Reseller/ DistributorAmplitude's certified worldwide solutions consulting partner for data-driven marketing and customer data analytics.
• AdventumcoreChannel Partner/ Reseller/ DistributorFull-cycle digital marketing agency and Amplitude reseller providing implementation support, consultations, product analysis, and Amplitude training.
• CJ OliveNetworkscoreChannel Partner/ Reseller/ DistributorKorea-based data marketing reseller and partner helping companies maximize marketing performance with Amplitude.
• DearOne

Scale indicators18 records

Recent moves6 records

Expansion highlights8 records

Direct peers

• Mixpanel: Closest direct competitor to Amplitude in product analytics, offering event-based behavioral analytics, funnels, retention, and experimentation for product teams at SMB through enterprise. Directly comparable on product/category, target buyer (product managers), and PLG motion.
• Heap: Direct product analytics competitor using autocapture to track all user events, with session replay, funnels, and experimentation. Overlaps with Amplitude on target customers (product, growth, marketing teams) and product-led growth.
• Pendo: Product experience platform combining in-app analytics, product usage insights, in-app guides, and feedback — directly overlapping Amplitude's Guides & Surveys, Feature Experimentation, and Activation modules for product teams.
• FullStory: Direct competitor in digital experience analytics, specializing in session replay, heatmaps, and product analytics for product and UX teams; comparable in module overlap with Amplitude's Session Replay, Heatmaps, and Zoning Insights.
• Optimizely: Direct competitor in experimentation and feature-flagging; Amplitude explicitly runs SEO comparison pages against Optimizely, signaling tight overlap on web experimentation and personalization for product and marketing teams.

Emerging players

• PostHog: Fast-growing open-source product analytics and feature-flag platform that competes with Amplitude on product analytics, session replay, experimentation, and feature flags. Increasingly overlapping at the SMB/mid-market tier with a developer-led GTM motion.
• LogRocket: Emerging player in session replay and product analytics with a focus on engineering and UX teams; overlaps with Amplitude's Session Replay and product analytics for product and engineering use cases.

Broad incumbents

• Adobe Analytics: Broad incumbent analytics suite (part of Adobe Experience Cloud) that competes with Amplitude for enterprise analytics workloads, especially marketing analytics and cross-channel attribution, and was tied with Amplitude as Info-Tech 2026 Champion.
• Google Analytics 360: Broad incumbent web and marketing analytics offering from Google, bundled into the Google Marketing Platform; competes with Amplitude on web analytics and tied Amplitude for the highest Composite Score (8.3) in Info-Tech's 2026 Data Quadrant.
• Contentsquare: Digital experience analytics incumbent combining session replay, heatmaps, and journey analysis; overlaps with Amplitude's Session Replay, Heatmaps, and Zoning Insights, especially for enterprise ecommerce and retail use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/Amplitude_HQ
• GitHubgithub.com/amplitude
• LinkedInlinkedin.com/company/amplitude-analytics
• Facebookfacebook.com/AmplitudeAnalytics

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries7 records

Funding overview

Funding rounds14 records

Investors22 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A6 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amplitude