Amplitude

Tool Overview

Amplitude is a product analytics platform. It collects events, the actions users take inside a website or app, and turns them into reports on activation, conversion, retention and feature usage. Product managers, growth teams and product analysts use it to see how people actually move through a product and which behaviors are linked to users staying or leaving.

Over time Amplitude has grown from analytics into a broader suite. Alongside the core analytics it now includes session replay and heatmaps, feature and web experimentation, feature management, in-product guides and surveys, customer feedback analysis and AI agents that monitor metrics and suggest changes. Every plan includes the full platform and unlimited seats, so the plans differ mainly by volume and advanced features.

Key Features

• Product analytics — event segmentation, funnels, retention and behavioral cohorts for understanding user journeys
• Marketing analytics — connect acquisition channels to product behavior
• Session replay and heatmaps — watch real sessions and see where users click and scroll
• Feature and web experimentation — run A/B tests on product features and web pages, with feature flags for controlled rollouts
• Guides and surveys — in-app messages and surveys to onboard users and collect feedback
• AI feedback — analyze what customers say across channels and turn it into themes
• AI agents and MCP — agents that monitor metrics continuously, plus an MCP server for querying Amplitude from tools like Claude, Cursor or GitHub Copilot
• Data activation and governance — identity resolution, sources and destinations, SDKs for languages such as TypeScript, Python, Go, Swift and Kotlin, and data governance controls

Free Tier & Pricing

Amplitude's pricing is event-based, and every plan includes unlimited team members.

• Free: $0 forever, no credit card. 2M events a month, 10K monthly session replays, 1 year of data access, 10 saved charts per organization, and limited experiments, guides and surveys. It is not a trial and has no time limit.
• Plus: starts at $0 with the first 2M events a month free and a credit card required. Scales up to 70M events, adds custom events and formulas, 20 behavioral cohorts, alerts, heatmaps and 2 years of data retention.
• Growth and Enterprise: custom, event-based pricing with advanced behavioral analysis, more session replays (20K and 50K a month), SSO, permissions, access controls and faster support.

Startups with under $10M in funding and fewer than 20 employees can get one free year of the Growth plan.

Who Is This Tool For?

Amplitude suits product and growth teams at digital companies, from startups to large enterprises, who want self-serve answers about user behavior without writing SQL for every question. Product analysts benefit from learning it, since funnel, retention and cohort analysis in tools like this is a core part of the job. The free plan is large enough for side projects and early-stage products.

It is a weaker fit for content sites that mostly need traffic reports, where a web analytics tool is simpler, and for teams that want every number computed in their own warehouse with SQL. Like any event-based tool, it also needs a disciplined tracking plan; messy event names make the reports hard to trust.

Setup & Learning Curve

Installing an SDK or connecting an existing data source is straightforward, and basic charts can be built in the interface within a day. The larger effort is designing the tracking plan, deciding which events and properties to collect and keeping them consistent across web and mobile. The platform also has many products, so new users should start with analytics and add replay or experiments later rather than learning everything at once.

Pros and Cons

Pros

• Generous free plan: 2M events a month, unlimited seats, no time limit
• Analytics, session replay, experiments and guides in one platform
• AI agents and MCP access for asking questions from other AI tools
• Clear startup offer for small, early-stage companies

Cons

• Growth and Enterprise prices are custom, so costs at scale are hard to estimate in advance
• The free plan caps saved charts at 10 per organization and offers only limited experiments
• The breadth of products adds complexity for small teams
• Report quality depends on a well-maintained tracking plan

FAQ

Is Amplitude free? Yes. The Free plan includes 2M events a month with no credit card and no time limit.

What does the Plus plan add? Higher event volume (up to 70M), custom events and formulas, more cohorts, alerts, heatmaps and longer data retention.

Amplitude vs Mixpanel? Both cover funnels, retention and cohorts plus replay and experiments. Compare their free allowances and how they price growth in events.

Does it require coding? Installing tracking needs a developer or a data source connection. After that, reports are built in the interface.

Track a handful of key events on the free plan and build a retention chart to judge whether Amplitude fits your product questions.