Amplitude

Category: Analytics/Attribution

Product and customer analytics, increasingly an AI-powered customer-data platform.

Amplitude is the product analytics platform most B2B and consumer companies use for behavioural analytics, funnels, retention, cohorts, paths. Over 2024 to 2025 it's deepened the AI features (Ask Amplitude for conversational analytics) and pushed into CDP territory with Audiences and Activation. For marketers, it's most useful when product and marketing data live in one place, typical in PLG companies. Pricing reflects enterprise positioning; the free tier is workable for evaluation.

Our verdict

Product analytics platform with deep behavioural analysis and AI features layered in. Worth using if you're a product-led growth team that needs serious event analytics and Mixpanel feels lightweight.

Best for: PLG and product-led marketing teams needing behavioural analytics tied to product usage.

Pros

  • Best-in-class product analytics for behavioural metrics
  • Ask Amplitude conversational AI removes the SQL bottleneck
  • CDP and Activation extend value into marketing

Cons

  • Pricing scales with event volume, worth modelling for analytics-heavy products
  • Implementation requires upfront tracking discipline to be useful
  • Mixpanel offers a comparable feature set, sometimes at a lower price point

Pricing: Free + paid plans, Enterprise custom (Freemium)

Rating: 4/5