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The Amplitude Insider’s Guide

Everything we know about Amplitude in one document: what it costs, its grades, getting a refund, getting help and what else to look at. Read it here, or keep a copy.

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ToolGPAOctober 2026

Amplitude

The Insider’s Guide

Product analytics with session replay, experiments and in-app guides

Amplitude, as pictured on amplitude.com

Every plan, grade, refund rule and rival among website and product analytics tools, read from Amplitude’s own pages.

Made by Amplitude, Inc. · checked Oct 18, 2026 · toolgpa.com

3.0GPA

Contents

  1. 01WelcomeWhat it is, who it suits, its grades and the ten things to know first
  2. 02What it costsEvery plan, the free plan, ways to pay less and how prices have moved
  3. 03What it doesIts main features, where it runs, what it works with and who makes it
  4. 04Where it standsIts grades against its category, and whether to keep it or make your own
  5. 05The alternativesThe tools it is most often weighed against, side by side
  6. 06Quick answersThe questions people ask about it, each answered in a line or two
  7. 07About ToolGPAWho made this guide, what else is on the site, and how to cite it

ToolGPA put this guide together from Amplitude’s own pages, its app-store listings and our grades. Every fact in it is on Amplitude’s page too, where it is kept up to date. Checked Oct 18, 2026.

Part 01 · Overview

Welcome

What it is, who it suits, its grades and the ten things to know first

3.0

GPA, above 8 of the 13 other website and product analytics tools we grade

Amplitude is a product and web analytics platform that tracks what people do in an app or on a site as events, then shows funnels, retention and cohorts. Every plan includes session replay, feature flags, web experiments, in-app guides and surveys, and AI agents that answer questions about the data. Paid usage is billed by monthly event volume, and all plans allow unlimited seats.

To get you started, here are 9 things to know about Amplitude, taken from its own pages and our grades.

Autocapture gets data flowing, but useful funnels and cohorts mean planning your events and learning how the charts work.
From our grade for ease of use
  1. 1

    Best for product analytics that stays free for a long while

    The catch is the top end: experiment results and SSO sit on Growth, which you only get through sales.

  2. 2

    Paid plans start at $75 a month when paid by the year

    As its pricing page puts it: $900 per year for up to 3M events a month (Plus; the first 2M are free).

  3. 3

    There is a free plan

    Free plan with no time limit: 2M events a month, unlimited seats, 10,000 session replays a month, 1 live experiment, 1 guide or survey, 10 saved charts and 1 year of data.

  4. 4

    It runs on Web

    Web.

  5. 5

    Event-based product analytics

    Funnels, retention, user paths and cohorts built from tracked events, with autocapture and a data assistant to tidy the event list.

  6. 6

    Session replay and heatmaps

    Replays of web and mobile sessions with data masking on every plan (10,000 a month on Free and Plus). Heatmaps start on Plus.

  7. 7

    Feature flags and experiments

    Unlimited feature flags on all plans and a visual editor for web A/B tests. Free and Plus run one experiment at a time without results views.

  8. 8

    A 3.0 GPA, above 8 of 13

    That is against the other website and product analytics tools we grade, on value, the free plan, features, ease of use and platforms.

  9. 9

    Keep it

    The plain part of Amplitude you could make: surveys. What surrounds it you could not. The 6 things listed below take a company, not a weekend.

Amplitude at a glance

Pricing
Free plan, from $900 per year for up to 3M events a month (Plus; the first 2M are free)
Free plan
Yes
Free trial
None stated
Runs on
Web
Made by
Amplitude, Inc., since 2012
Category
Website & Product Analytics
Our grade
3.0 GPA, very good

The report card

Best for product analytics that stays free for a long while

Amplitude turns what people do in your app or on your site into funnels, retention charts and cohorts, and throws in replays, feature flags, experiments and in-app guides. The free 2M events a month will carry most small products for a good while. The catch is the top end: experiment results and SSO sit on Growth, which you only get through sales.

ToolGPA report cardAmplitudeGraded Oct 18, 2026
SubjectGradeComment
Value for moneyAA site with 10,000 visitors a month fits easily in the free plan's 2M events, so the figure here is $0, with unlimited seats and 10,000 replays included. Past 2M you move to Plus, $900 a year for up to 3M events.
Free plan and trialBFree with no time limit and no card: 2M events, unlimited seats and 10,000 replays a month. You'll feel the edges, though. Only 10 saved charts, 1 experiment and 1 guide or survey live at once, and 1 year of data.
FeaturesBFunnels, retention, cohorts, replays, feature flags, web A/B tests, in-app guides and surveys, all from one vendor. That's the whole product analytics job and then some. Experiment results and SSO need Growth, though, which is sold through sales.
Ease of useCNo rating on record. Autocapture gets data flowing, but useful funnels and cohorts mean planning your events and learning how the charts work. The AI agents on every plan help with the asking.
Platforms and integrationsBWeb only, with no desktop or phone app, which keeps it off an A. It connects to Segment, Braze, HubSpot, Snowflake, BigQuery, Databricks, Google Ads and Slack, and an MCP server lets Claude and Cursor query your data.
Grade point averageVery good, out of 4.03.0

An A is worth 4 points, a B 3, a C 2, a D 1 and an F nothing. The GPA is the average of the five.

Who Amplitude is for

  • Great if you're a startup that can stay under 2M events a month and pay nothing
  • Handy when you want replays, flags and experiments in the same place as your charts
  • Good for teams of any size, since every plan has unlimited seats

Who it is not for

  • Skip it if you just want visitor counts for a blog, which a simple page counter does with less fuss
  • Not for you if you want a published price for experiment results and SSO, which start on Growth
  • Tight if you stay free and build lots of reports, with only 10 saved charts

Good to know

Good for

  • Product teams measuring funnels, retention and feature adoption
  • Startups that can stay under 2M events a month
  • Teams that want analytics, replays and experiments from one vendor

Worth knowing

  • Plus has no price list in text: it is free to 2M events a month, then billed by volume, and the pricing page's chart is the only published figure.
  • Experiment results, A/B/n testing for feature flags and SSO start on Growth, which is priced through sales.
  • Session replays are kept for 1 month on every plan; longer retention is an add-on for Growth and Enterprise.
  • Free keeps 1 year of data and 10 saved charts; Plus keeps 2 years.

Part 02 · Pricing

What it costs

Every plan, the free plan, ways to pay less and how prices have moved

$75

A month to start, paid by the year. There is a free plan too

Amplitude has a free plan. Paid plans start at $900 per year for up to 3M events a month (Plus; the first 2M are free).

  • Free

    $0

    2M events a month, unlimited seats, 10,000 session replays, product analytics, AI agents and MCP. No credit card needed.

  • Plus

    $900

    per year for up to 3M events a month

    First 2M events free, then billed by volume up to 70M. Adds heatmaps, custom events, 20 cohorts, 2-year data. $6,912 a year at 10M events.

  • Growth

    Custom

    Sold through sales, priced by events: 20,000 replays a month, A/B test results, SSO and project permissions, 2-day support SLA.

  • Enterprise

    Custom

    Sold through sales: 50,000 replays a month, data access controls, role-based access, SCIM, account manager and 1-day SLA.

The free plan

Free plan with no time limit: 2M events a month, unlimited seats, 10,000 session replays a month, 1 live experiment, 1 guide or survey, 10 saved charts and 1 year of data.

Read from amplitude.com on Oct 18, 2026.

Ways to pay less

  • Startups

    One free year of Growth for startups

    Startups with under $10M in funding and fewer than 20 employees can apply for a free year of the Growth plan. A separate scholarship gives qualifying Black founders free Growth access.

    Stated on amplitude.com

Part 03 · Features

What it does

Its main features, where it runs, what it works with and who makes it

1

Place it runs: Web

Product analytics with session replay, experiments and in-app guides. Here is what it does, as its own site describes it, and what it covers: public API, AI features, surveys, web analytics, session replay, a/B testing.

Funnels, retention, cohorts, replays, feature flags, web A/B tests, in-app guides and surveys, all from one vendor.
From our grade for features
Event-based product analytics
Funnels, retention, user paths and cohorts built from tracked events, with autocapture and a data assistant to tidy the event list.
Session replay and heatmaps
Replays of web and mobile sessions with data masking on every plan (10,000 a month on Free and Plus). Heatmaps start on Plus.
Feature flags and experiments
Unlimited feature flags on all plans and a visual editor for web A/B tests. Free and Plus run one experiment at a time without results views.
In-app guides and surveys
Tours, prompts and surveys shown inside your product and targeted by cohort. Free and Plus allow one live at a time.
AI agents and MCP
AI agents analyze the data on every plan, and an MCP server lets Claude, Cursor and similar tools query your Amplitude data.
Audience syncs
Sends cohorts to ad, email and messaging tools. One-time syncs are on every plan; scheduled syncs start on Growth.

Where it runs

  • Web

What it works with

  • Twilio Segment
  • Braze
  • HubSpot
  • Snowflake
  • BigQuery
  • Databricks
  • Google Ads
  • Slack

Amplitude is made by Amplitude, Inc., and has been around since 2012.

Part 04 · Standing

Where it stands

Its grades against its category, and whether to keep it or make your own

8/13

Other website and product analytics tools it is graded above

Amplitude's GPA of 3.0 is higher than 8 of the 13 other website and product analytics tools we grade, and level with 2.

It stands best on value for money (A, above 8 of 13) and worst on ease of use (C, above 0).

Its paid plans start at $75 a month when paid by the year, against a middle price of $39 for the category: 4 of the 6 others that charge start lower.

On features, ease of use and platforms it scores 2.7 out of 4. Nothing scores higher for less, though at least one tool matches that score at a lower price.

Each grade against the category

Every bar is all 14 website and product analytics tools we grade, cut by the letter each got. Amplitude’s own letter is outlined.

  • AValue for moneyAbove 8 of 13
  • BFree plan and trialAbove 7 of 13
  • BFeaturesAbove 4 of 13
  • CEase of useAbove 0 of 13
  • BPlatforms and integrationsAbove 0 of 13

Price against what you get

Each dot is one of 8 website and product analytics tools. Further left costs less; higher up scores better on features, ease of use and platforms. Amplitude is the marked dot.

C2.0B3.0A4.0Free$5$10$20$50$100More for lessCosts more, scores moreCosts less, scores lessCosts more, scores lessAmplitudeMicrosoft ClarityPlausible

What paid plans start at, a month (each step along is roughly double) →

Keep it, or make your own?

Whether this is something you could build for yourself with an AI app builder, and what you would give up.

Keep it

The plain part of Amplitude you could make: surveys. What surrounds it you could not. The 6 things listed below take a company, not a weekend.

It costs $900 a year.

What you could make

  • Surveys: an app builder makes this well.

What you could not

  • A tracking script and a database that counts every visit.
  • Recordings of what each visitor did on your pages.
  • Splitting visitors between versions and telling you which won.
  • It plugs into other products, Twilio Segment, Braze and HubSpot among them, and has an API.
  • AI features, unless you pay a model provider for each request yourself.
  • The depth: we grade its features B, which means it covers the whole job.

What this rests on. Amplitude’s listing: what it does, where it runs, what it plugs into and what it costs. It is a judgement about the kind of software this is. We have not built a replacement for it, and making your own means looking after it too. How we decide, and every tool’s verdict.

Part 05 · Alternatives

The alternatives

The tools it is most often weighed against, side by side

Mixpanel, PostHog, Heap, Pendo and Fullstory

The 5 tools Amplitude is most often weighed against, with where each one differs from it.

Part 06 · Questions

Quick answers

The questions people ask about it, each answered in a line or two

14

Questions, each answered in a line or two

The short version of everything above, for when you only need the answer. Each one is told in full in its part of the guide.

Is Amplitude free?

Amplitude has a free plan. Free plan with no time limit: 2M events a month, unlimited seats, 10,000 session replays a month, 1 live experiment, 1 guide or survey, 10 saved charts and 1 year of data.

How much does Amplitude cost?

Amplitude lists 4 plans. Free: $0.

What platforms does Amplitude work on?

Amplitude is available on Web.

Does Amplitude offer any discounts?

Amplitude publicly lists the following: One free year of Growth for startups.

Does Amplitude have an Android app?

No Android app was listed when its pages were read on Oct 18, 2026. Amplitude is listed for Web.

Does Amplitude have an iPhone app?

No iPhone app was listed when its pages were read on Oct 18, 2026. Amplitude is listed for Web.

Is Amplitude open source?

Amplitude is not described as open source on its own site, as read on Oct 18, 2026.

Does Amplitude have an API?

Yes. Amplitude offers a public API, according to its own site.

What does Amplitude integrate with?

Amplitude's listing names Twilio Segment, Braze, HubSpot, Snowflake, BigQuery, Databricks, Google Ads and Slack.

Who makes Amplitude?

Amplitude is made by Amplitude, Inc. It dates from 2012.

What are the alternatives to Amplitude?

The closest alternatives to Amplitude in our directory are Mixpanel, PostHog, Heap, Pendo and Fullstory.

How does Amplitude compare with other website and product analytics tools?

Amplitude's GPA of 3.0 is higher than 8 of the 13 other website and product analytics tools we grade, and level with 2.

Is Amplitude good value for money?

ToolGPA grades Amplitude A for value for money. Its paid plans start at $75 a month when paid by the year, against a middle price of $39 for the category: 4 of the 6 others that charge start lower.

Could I make my own version of Amplitude?

The plain part of Amplitude you could make: surveys. What surrounds it you could not.

Where this guide comes from

The prices, plans, platforms and features were read from Amplitude’s own pages on Oct 18, 2026, and the grades were given on Oct 18, 2026. Graded from this listing, whose facts were read from Amplitude's own pages on 18 October 2026. Not based on using the product, and shorter than our full reviews.

Every tool we list gets five grades, A to F, each with its reason, and a GPA that averages them. How each is decided is at toolgpa.com/grades. This guide is ToolGPA’s own work; it is not made, paid for or approved by Amplitude, Inc. Prices change, so check amplitude.com before you buy.

Part 07 · About

About ToolGPA

Who made this guide, what else is on the site, and how to cite it

2,281

Tools graded, in 73 categories

ToolGPA grades software the way a school report grades a pupil: five subjects, a letter for each with the reason written beside it, and a GPA that averages them. Prices, plans and platforms are read from each maker’s own pages and dated, so you always know how fresh a figure is.

ToolGPA is free to read. It may earn a commission from affiliate links and it works with sponsors, but anything paid for is labelled and no one can pay for a grade. Every tool on the site has a guide like this one, free to download and pass on. It all lives at toolgpa.com.

  • 2,281

    tools graded

  • 73

    categories

  • 426

    price changes on record

  • 579

    apps priced in 12 countries

What else is on toolgpa.com

Scan for the live page

Prices and grades as they are today

Quoting this guide?

Please name ToolGPA and link to the live page, so readers can check the figures for themselves:

ToolGPA, "Amplitude: The Insider's Guide", checked Oct 18, 2026. https://toolgpa.com/tools/amplitude

Know someone choosing between website and product analytics tools?

Send them this guide: toolgpa.com/tools/amplitude/guide

ToolGPA elsewhere: youtube.com/@toolgpa

See our other guides

The best-graded website and product analytics tools after Amplitude, each with an Insider's Guide of its own.

ToolGPA

Choosing software? Every tool graded, every price dated.

Compare tools at toolgpa.com ›

Everything in this guide is ToolGPA’s own summary of what Amplitude’s pages, its app-store listings and public reviews said on the dates shown. Grades are our judgement under the rules at toolgpa.com/grades. ToolGPA uses affiliate links and may earn a commission from them, and it works with sponsors; anything paid for is labelled, and no one can pay for a grade. Amplitude is a trademark of its owner, and this guide is not made, paid for or approved by Amplitude, Inc. Prices and plans change: check amplitude.com before you buy.