# Amplitude

Amplitude (NASDAQ: AMPL) is a product analytics platform rated 4.5/5 on G2 (~1,200 reviews) and 4.6/5 on Capterra. Profile: revenue, funding, pricing, leadership.

**Category:** Product analytics platform  
**Vendor:** Amplitude, Inc.  
**Founded:** 2012  
**HQ:** San Francisco, California, US  
**Website:** https://amplitude.com  


## About

Amplitude is a digital analytics platform built around product analytics, behavioral cohorts, experimentation, and customer data infrastructure. It was founded in 2012 in San Francisco by Spenser Skates, Curtis Liu, and Jeffrey Wang, initially as a voice-recognition app before pivoting to analytics. The company went public on the NASDAQ under the ticker AMPL in September 2021 via a direct listing, and reported approximately $323 million in full-year 2024 revenue. Amplitude's flagship offering, the Amplitude Analytics suite, gives product and growth teams a behavioral graph of user actions across web and mobile, and the platform has expanded into experimentation (Amplitude Experiment) and a customer data platform layer (Amplitude CDP). The product runs on a freemium model, with a genuinely usable free tier capped at 50,000 monthly tracked users.

## Ratings

| Source | Score | Reviews |
|---|---|---|
| G2 | 4.5/5 | 1,200 |
| Capterra | 4.6/5 | 80 |
| Gartner Peer Insights | 4.4/5 | 95 |
| TrustRadius | 8.1/10 | 220 |

## Funding

~$336M across 6 rounds before its 2021 direct listing

| Round | Amount | Date | Lead |
|---|---|---|---|
| Series A | $9.3M | 2014 | Benchmark |
| Series B | $15M | 2015 | IVP (with Benchmark) |
| Series C | $30M | 2017 | Battery Ventures |
| Series D | $80M | 2018 | Sequoia Capital |
| Series E | $150M | 2020 | Sequoia Capital (at $4B valuation) |
| Direct Listing | NASDAQ: AMPL | Sep 2021 | Public direct listing |

## Viability

Moderate. Amplitude is a publicly traded company (NASDAQ: AMPL) with approximately $323 million in FY2024 revenue and a customer base that includes Intuit, Ford, and Walmart. The business has faced pressure on growth rates and has gone through workforce reductions as it works toward profitability, which is the main watch item. The core analytics product is well-regarded and competitively entrenched in mid-market and enterprise product teams. The free tier keeps the funnel active. Amplitude is not a viability risk in the short term, but buyers at the growth stage should watch quarterly earnings for trajectory before signing multi-year contracts.

## Pricing

Amplitude's free plan is genuine and broadly used, but the Plus plan at $61/month resets the event ceiling at 10 million events rather than 50,000 MTUs, which confuses buyers who do not read the plan comparison carefully. Growth and Enterprise are custom-priced and scale with event volume and seat counts. Teams with fast-growing data volumes should get a volume quote before assuming the Plus price holds.

| Plan | Price | Best for |
|---|---|---|
| Free | $0 | Up to 50,000 monthly tracked users, unlimited seats; product teams validating their data strategy |
| Plus | From $61/mo | Small teams needing unlimited MTUs up to 10M events/mo, behavioral cohorts, and basic experimentation |
| Growth | Custom | Scaling teams needing advanced experimentation, data governance, and warehouse integrations |
| Enterprise | Custom | Large orgs needing SSO, custom SLAs, dedicated support, and full Amplitude CDP access |

## What reviewers say

_~1,200 G2 reviews at 4.5/5 and ~80 Capterra reviews at 4.6/5, plus Gartner and TrustRadius_

**Praised:**
- The depth of behavioral analysis is the top strength: cohort comparisons, funnel breakdowns, and retention curves that would take weeks to build in SQL are available in minutes with no engineering support
- The free tier is substantive enough that many product teams run their entire analytics on it before ever needing to upgrade, which G2 reviewers cite as a genuine competitive advantage
- Chart and dashboard creation is fast for non-technical users; product managers specifically praise the ability to answer follow-up questions without filing a data ticket

**Complaints:**
- The event volume pricing model catches teams off guard as products scale; a startup that launches a new feature suddenly generating millions of events hits plan limits without warning
- The query interface has a steeper learning curve than it looks; reviewers note that unlocking the full power of Amplitude requires real training, particularly for custom formulas and derived metrics
- Customer support response times on lower-tier plans are slow, and several Capterra reviewers note that getting issues resolved requires persistence

## Compliance

- **SOC 2:** Yes (SOC 2 Type II)
- **GDPR:** Yes
- **HIPAA:** Yes (Enterprise plans with BAA)
- **SSO:** Yes (SSO on Plus and above)

## Integrations

- Segment
- Snowflake
- BigQuery
- Redshift
- Braze
- Iterable
- Slack
- Jira
- Figma
- Zapier

## FAQs

### Is Amplitude free?

Yes. The free plan supports up to 50,000 monthly tracked users with unlimited seats, covering core analytics, funnels, cohorts, and basic retention charts. Paid plans (Plus from $61/mo, Growth and Enterprise at custom pricing) unlock higher event volumes, experimentation features, and warehouse integrations.

### How does Amplitude's pricing work?

Amplitude prices by event volume and plan tier rather than per seat. The free plan covers 50,000 MTUs. Plus starts at $61/month for teams needing higher throughput. Growth and Enterprise are custom-quoted based on monthly event volume, data destinations, and contract length. Growing products should model their event volume carefully before signing.

### Is Amplitude a public company?

Yes. Amplitude, Inc. trades on NASDAQ under the ticker AMPL, having gone public via direct listing in September 2021. The company reported approximately $323 million in FY2024 revenue. It has made workforce reductions as it works toward profitability; check recent earnings releases for current financials.

### How does Amplitude compare to Mixpanel?

Both cover behavioral product analytics with funnel, retention, and cohort analysis. Amplitude has invested more heavily in experimentation (Amplitude Experiment) and a CDP layer, while Mixpanel tends to be faster to set up and is often cited as more approachable for smaller teams. Enterprise buyers typically evaluate both and negotiate; the winner usually comes down to which data warehouse and CDP the team already uses.

### Who is Amplitude best for?

Amplitude fits mid-market and enterprise product teams at SaaS, fintech, and e-commerce companies that need behavioral analytics across web and mobile without relying on data engineering for every query. It is strongest where product managers need self-serve access to event data, cohort analysis, and A/B test results in one platform.


## Sources

- [G2: Amplitude reviews](https://www.g2.com/products/amplitude/reviews): rating 4.5/5, ~1,200 reviews
- [Capterra: Amplitude](https://www.capterra.com/p/167088/Amplitude/): rating 4.6/5, ~80 reviews, pricing, deployment
- [Gartner Peer Insights: Amplitude](https://www.gartner.com/reviews/market/product-analytics/vendor/amplitude): rating 4.4/5, ~95 ratings
- [TrustRadius: Amplitude](https://www.trustradius.com/products/amplitude/reviews): score 8.1/10, ~220 reviews
- [Amplitude: Pricing page](https://amplitude.com/pricing): free tier MTU limits, Plus from $61/mo, Growth and Enterprise custom
- [Wikipedia: Amplitude (analytics company)](https://en.wikipedia.org/wiki/Amplitude_(analytics_company)): founding, founders, pivot from voice recognition, NASDAQ direct listing
- [Crunchbase: Amplitude](https://www.crunchbase.com/organization/amplitude): ~$336M total funding, investor list, funding rounds
- [LinkedIn: Amplitude company page](https://www.linkedin.com/company/amplitude-analytics/about/): employee count ~700, industry, HQ, specialties