Amplitude
Digital analytics platform for data-driven product and growth teams
What is Amplitude?
Amplitude is a digital analytics platform positioned between Mixpanel and enterprise data warehouses. It combines product analytics (funnels, retention, behavioral cohorts) with experimentation (A/B testing), recommendations (AI-powered next-best-action), and customer data infrastructure — making it a comprehensive growth analytics stack in one platform.
Its Session Replay feature combines quantitative analytics with qualitative recording, similar to Hotjar but within the same analytics context. Amplitude's AI Assistant allows teams to query their data in natural language and receive instant chart recommendations. The Experiment feature runs server-side and client-side A/B tests with statistical confidence calculations. Amplitude Recommend enables real-time personalization — serving different content or experiences based on user segments defined in Amplitude. Used by Walmart, PayPal, DoorDash, and thousands of other companies, Amplitude is the analytics choice for product-led growth organizations that have outgrown Mixpanel's free tier but do not yet need a full data warehouse setup.
Key Features
- Behavioral Event Analytics
- Funnel & Retention Analysis
- Session Replay
- A/B Experimentation (Amplitude Experiment)
- Personalization & Recommendations
- AI Analytics Assistant
- Predictive Cohorts
- CDP Integrations (Segment, Braze, Salesforce)
- Data Warehouse Sync
- Role-Based Dashboards
Pros & Cons
Pros
- Combines analytics, experimentation, and personalization in one platform
- Session Replay alongside analytics eliminates need for separate Hotjar
- AI assistant makes complex analysis accessible to non-analysts
- Strong data warehouse and CDP integration ecosystem
Cons
- Pricing jumps sharply from free to Growth — limited middle tier
- Complex setup requires proper event schema design
- More expensive than Mixpanel for equivalent use cases
- Enterprise sales process — pricing not transparent above free tier
Pricing
Model: Freemium + subscription
| Plan | Price | Key Limits |
|---|---|---|
| Starter | $0 | 1M events/month, core analytics, 1 project |
| Plus | $61/mo | 5M events/month, advanced cohorts, unlimited projects |
| Growth | Custom | Custom events, Experiment, Personalization, SSO |
| Enterprise | Custom | Unlimited, dedicated support, data governance |
Frequently Asked Questions
- Amplitude vs Mixpanel — which is better?
- Both are strong product analytics tools. Amplitude is more enterprise-focused with built-in experimentation and personalization. Mixpanel has a more generous free tier and is simpler to get started with. Growing companies often start with Mixpanel and migrate to Amplitude as their analytics maturity increases.
- Is Amplitude free?
- Yes. Amplitude's Starter plan is free and includes 1 million tracked events/month with core analytics, unlimited team members, and one project. The Plus plan starts at $61/mo for higher limits.
- Does Amplitude have session recording?
- Yes. Amplitude Session Replay records user sessions and links them directly to analytics events. This means you can identify users who dropped off at a specific funnel step and watch their sessions to understand why.