What Is Amplitude?

If you build a digital product in 2025, you have probably bumped into Amplitude. The San-Francisco-based platform promises to translate every button-click, screen-swipe, and checkout into crystal-clear insights your whole team can act on. In plain English, Amplitude is a self-service analytics hub that tracks user behavior, explains why people convert (or don’t), and lets you trigger experiments, in-app guides, or marketing campaigns—all without leaving one dashboard.

The vision is simple: capture trustworthy data once, answer questions fast, and close the loop with actions that move revenue. Let’s see how close the tool gets to that promise.

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Key Features

Analytics Core

Amplitude’s bread-and-butter charts—funnels, retention curves, cohorts, path analysis—are still here, but a 2024 UI refresh made them smoother and faster. You can save metrics, build dashboards for web and mobile, and drill from a macro funnel down to a single user trail in seconds. Unlimited saved charts start on the Plus plan, so smaller teams no longer hit the old 10-chart wall.

Ask Amplitude (Generative AI)

Typing “Why did weekly active users drop after July?” into a chat box now builds the query, runs the math, and surfaces an answer—complete with suggested follow-ups. Under the hood, Ask Amplitude combines large-language models with your product’s taxonomy, so non-analysts can explore data without SQL or event-naming anxiety. It feels like having a junior data scientist baked into the UI.

Experiment & Feature Flags

Amplitude acquired Experiment back in 2021, but 2024 brought a visual page editor and multi-armed bandits to the web stack. You can ship A/B/n tests, target by cohort, and view results in the same charts your PMs already trust. Sticky bucketing, CUPED variance reduction, and mutual-exclusion groups are all included in Growth and Enterprise tiers.

Session Replay

Numbers tell you what happened; replays show you why. Turn on the browser SDK, and every user session becomes a filmstrip tied to the events you already track. Click a rage-click spike, watch the replay, then ship a fix. Mobile support is rolling out, but web is generally available on every new plan—even the free Starter.

Activation (CDP)

Formerly the Amplitude CDP, Activation unifies identities, cleans data, and syncs behavioral cohorts to ad networks, Braze, or your warehouse in real time. Predictive cohorts use machine-learning to flag users likely to churn or purchase, so marketers can trigger campaigns minutes after a behavior occurs.

Guides & Surveys

Launched in February 2025 after the Command AI acquisition, Guides & Surveys lets you drop tool-tips, banners, checklists, and NPS prompts exactly when users need them. “Annoyance monitoring” throttles pop-ups automatically, and every guide inherits Amplitude’s segmentation and A/B testing muscle, so you see revenue impact instead of click-through vanity metrics.

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Pricing: How Much Does It Cost?

Amplitude finally ditched its cryptic quote-only model. Today the tiers look like this:

• Starter (Free): Up to 50 k monthly tracked users (MTUs) or 10 million events, core analytics, unlimited feature flags, Session Replay, and the full AI chat in beta.

• Plus (from $49/month, billed annually): 300 k MTUs, unlimited saved charts, behavioral cohorts, segmentation for web experiments, and live chat support.

• Growth (contact sales): Custom MTUs, advanced behavioral analysis, causal insights, predictive audiences, real-time streaming, full Experiment, and dedicated CSM access.

• Enterprise (contact sales): Cross-product analytics, granular permissions, multi-armed bandits, warehouse-native analytics, and security add-ons like SCIM and EU data residency.

Add-ons such as Guides & Surveys, extra automated syncs, or higher Session Replay volume can be tacked onto Plus plans à-la-carte.

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FAQ

Is there a free plan?

Yes. The Starter tier is genuinely free and includes up to 50 k MTUs, 10 million events, unlimited feature flags, and the Ask Amplitude AI chat. Plenty for early-stage apps.

What data sources does Amplitude connect with?

SDKs exist for web, iOS, Android, React Native, Unity, and server-side languages. You can also ingest warehouse data (Snowflake, BigQuery, Redshift) or stream events in real time via Amazon Kinesis and Google Pub/Sub. Outbound, Activation syncs to ad platforms, email tools, and back to your warehouse.

How technical do you need to be to use Amplitude?

Engineers still define the tracking plan, but once events flow, product managers and marketers can slice data or launch feature flags without code. The AI chat lowers the learning curve even further.

Who is Amplitude best for?

Teams building SaaS, e-commerce, or mobile apps that live and die by user engagement. If you care about retention, onboarding, or monetization, the platform fits. Pure content sites or very small projects may find the setup overhead heavy.

What kind of support does Amplitude provide?

All plans include access to the Amplitude Academy and community forums. Plus adds online chat, Growth unlocks a named customer success manager, and Enterprise gets 1-day SLA plus professional services.

The Bottom Line

Amplitude in 2025 feels less like an analytics tool and more like a growth operating system. From a free plan that actually works to AI-assisted exploration, it bridges the gap between raw events and revenue-driving action. If your roadmap depends on understanding customer behavior at speed, Amplitude is hard to ignore.