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AmplitudeUnderstand Your Numbers

STOA rating

6.7 / 10

Openness

OPENNESS 9/10API 3/3 · Export 3/3 · Contract 2/2 · Integrations 1/2

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API

Amplitude's Export API for raw event data is available on every plan, including the free plan. amplitude.com, checked 28 Sept 2026 (opens in a new tab)

Your data

You can export all raw event data yourself through the Export API, which works on every plan including the free plan. amplitude.com, checked 28 Sept 2026 (opens in a new tab)

Contract

The self-serve Plus plan runs on one-month or twelve-month terms that renew automatically until you cancel in the billing settings. amplitude.com, checked 28 Sept 2026 (opens in a new tab)

Connections

Amplitude has a Make integration; Zapier lists Amplitude as not yet supported. make.com, checked 28 Sept 2026 (opens in a new tab)

What it does

Amplitude is a product analytics platform that helps you understand how people actually use your website or app — and then act on what you learn. Instead of guessing which features matter or which marketing campaigns drive real results, Amplitude tracks user behavior across your digital products and gives you clear answers through dashboards, funnels, retention charts, and cohort analysis. What sets Amplitude apart is how it combines analytics with action. Beyond just showing you data, it includes built-in A/B testing, session replay so you can watch real user sessions, in-app guides and surveys, and audience syncing to push behavioral segments to your ad platforms or email tools. The platform also has strong AI capabilities, including AI agents that monitor your data around the clock and an AI assistant you can ask questions in plain language. Amplitude is used by well-known companies like Walmart, Atlassian, and NBCUniversal. Its free Starter plan is genuinely useful for small teams (up to 10,000 monthly tracked users), making it accessible for growing businesses. The paid Plus plan starts at $49/month. For SMBs with a website or app who want to move beyond Google Analytics and actually understand what drives user engagement, Amplitude is one of the strongest options available.

Strengths

Industry-leading free tier with 10,000 monthly tracked users and access to analytics, session replay, feature flags, and web experimentation at no cost
Deep behavioral analytics that go far beyond pageviews — you can track user journeys, identify drop-off points, and build predictive audiences
Strong AI investment with agents, MCP integration, AI feedback analysis, and AI Visibility for brand monitoring across LLMs

Weaknesses

Steep learning curve for non-technical users — setting up event tracking and interpreting advanced analytics requires some data literacy
Pricing jumps significantly once you exceed the free tier limits, and Growth/Enterprise plans require sales conversations with no published prices

Key features

Track user behavior across your website and app with funnels, retention charts, and cohort analysis to find what keeps customers coming back
Run A/B tests, deploy feature flags, and personalize experiences — all from the same platform where you see your analytics
Use AI agents that monitor your product data around the clock and surface issues or opportunities before you even ask

AI features

Amplitude offers several AI features: AI Agents that continuously monitor your product data and alert you to anomalies or opportunities; an AI assistant that lets you ask questions about your data in plain language; AI Feedback that analyzes customer comments and turns them into actionable themes; and AI Visibility that tracks how LLMs describe your brand in AI search results.

STOA verdict

Amplitude is one of the most powerful product analytics platforms available, and its free tier is genuinely generous for small teams getting started. The combination of analytics, experimentation, and AI features in one platform saves you from stitching together multiple tools. However, it is best suited for businesses with a digital product (website or app) and at least one person comfortable working with data. If you are a service-based SMB without a digital product, you will not get much value here.