Amplitude

Amplitude is a public analytics platform for understanding user behavior in digital products, founded in 2012 by Spenser Skates, Curtis Liu, and Jeffrey Wang.

Updated 16 Jun 2026 Reviewed by 7wData

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A cloud-based analytics platform that helps product and marketing teams understand how users behave in digital products and optimize their experiences through experimentation and AI-powered insights.

Amplitude is a public analytics platform for understanding user behavior in digital products, founded in 2012 by Spenser Skates, Curtis Liu, and Jeffrey Wang. The company went public via a direct listing on Nasdaq (ticker: AMPL) in September 2021 at $35 reference price, opening at $50 per share and eventually valuing the company at $7 billion fully diluted. In 2025, Amplitude reported $343.2 million in full-year revenue (up 15% year-over-year) and $366 million in annual recurring revenue, with 698 customers representing $100,000 or more ARR—its strongest performance since the 2021 IPO.

The company serves product and marketing teams across industries including retail (Walmart), media (NBCUniversal), software (Atlassian), payments (Square), and e-commerce, tracking behavior across over 11,000 digital products. Amplitude's product portfolio spans product analytics, web analytics, session replay, feature experimentation, marketing analytics, and activation tools. In 2025, the company made strategic acquisitions of Kraftful (July 2025, a voice-of-customer AI platform) and InfiniGrow (January 2026, an AI marketing analytics startup), signaling a pivot toward autonomous analytics agents.

In February 2026, Amplitude launched Agentic AI Analytics with a Global Agent and specialized agents for marketing, onboarding, and conversion optimization. The company's stock has declined from its November 2021 peak of $87.98 to trade around $6.88 by May 2026, though Q1 2026 earnings showed dollar-based net expansion of 106%, indicating strong existing customer value. Leadership underwent transition in February 2026 when President Thomas Hansen departed after a 54% stock decline during his tenure, with CRO Nathaniel Crook promoted to Chief Commercial Officer. Amplitude reaffirmed 2026 guidance of $390–$398 million in revenue (13% growth) despite the leadership change, betting its AI strategy will sustain momentum in a competitive market where Mixpanel, Heap, and PostHog compete for product team budgets.

Who buys this

Mid-market and enterprise software companies building mobile or web products
Retail and e-commerce teams measuring conversion and checkout behavior
Media and streaming platforms tracking viewer engagement and retention
Financial services and fintech companies analyzing user adoption and churn
Growth-stage startups using product analytics as a core operational tool

Publicly disclosed clients

Atlassian
Walmart
NBCUniversal
Square
Under Armour
Burger King

Strengths and what to watch

Strengths

First product analytics platform to go public (2021), giving it brand credibility and financial stability in a crowded market
Expanding AI capabilities through acquisitions (Kraftful for feedback analysis, InfiniGrow for marketing attribution) and internal development of autonomous agents
High-value customer growth: 727 customers with $100K+ ARR as of Q1 2026, with dollar-based net expansion of 106% indicating strong land-and-expand economics

Watch for

Stock performance significantly lagging historical highs (down 87% from IPO peak); Q1 2026 guidance implies decelerating growth to 16% and path to marginal profitability remains uncertain
Leadership instability: President Thomas Hansen departed February 2026 after presiding over stock decline; integration of two 2025 acquisitions (Kraftful, InfiniGrow) adds execution risk
Competitive pressure from entrenched players (Mixpanel, Heap, PostHog) and the breadth of Amplitude's platform (product, marketing, experimentation, activation) makes differentiation difficult; heavy reliance on AI agents to justify premium pricing untested at scale

Recent moves

Key Information

Industry: Product Analytics
Founded: 2012

Frequently Asked Questions

What is Amplitude analytics?

Amplitude is a cloud-based analytics platform helping product and marketing teams understand user behavior in digital products. It offers product analytics, web analytics, session replay, feature experimentation, and activation tools. The platform serves over 11,000 digital products and enables teams to optimize experiences through experimentation and AI-powered insights.

Which companies use Amplitude?

Major customers include Walmart, Atlassian, NBCUniversal, Square, Under Armour, and Burger King. As of Q1 2026, Amplitude has 727 enterprise customers with $100,000+ annual recurring revenue. The platform serves product and marketing teams across retail, media, software, fintech, and e-commerce industries globally.

What is Amplitude Agentic AI Analytics?

Agentic AI Analytics, launched February 2026, features autonomous agents powered by Anthropic and OpenAI that analyze product data independently. It includes a Global Agent and specialized agents for marketing, onboarding, and conversion optimization. The system integrates with Figma, Notion, and GitHub for actionable insights.

How much revenue does Amplitude make?

In 2025, Amplitude reported $343.2 million in full-year revenue (up 15% year-over-year) and $366 million in annual recurring revenue. Q1 2026 showed revenue of $93.5 million, up 17% year-over-year, with ARR reaching $374 million. The company reaffirmed 2026 guidance of $390–$398 million.

Did Amplitude go public? When?

Yes, Amplitude went public September 28, 2021, via direct listing on Nasdaq under ticker AMPL. It had a reference price of $35 and opened at $50 per share, eventually valuing the company at $7 billion fully diluted. The stock peaked at $87.98 in November 2021 but has since declined significantly.

What acquisitions did Amplitude make?

Amplitude acquired Kraftful in July 2025, an AI-native voice-of-customer platform integrating qualitative feedback analysis, and InfiniGrow in January 2026, an AI marketing analytics startup. These acquisitions support Amplitude's strategic pivot toward autonomous analytics agents, expanded marketing attribution, and revenue forecasting capabilities.

How Amplitude compares

Direct head-to-head against 3 competitors. Picked by 7wData.

Positioning: A cloud-based analytics platform that helps product and marketing teams understand how users behave in digital products and optimize their experiences through experimentation and AI-powered insights.
Customer segments: Mid-market and enterprise software companies building mobile or web products
Strengths: First product analytics platform to go public (2021), giving it brand credibility and financial stability in a crowded market
Watch for: Stock performance significantly lagging historical highs (down 87% from IPO peak); Q1 2026 guidance implies decelerating growth to 16% and path to marginal profitability remains uncertain
Recent moves: Amplitude reports Q1 2026 earnings: ARR $374M (+17% YoY), revenue $93.5M (+17% YoY), 727 enterprise customers with 106% net dollar expansion

Positioning: Events-based product analytics for SaaS and consumer apps, positioned as a simpler, cheaper Amplitude alternative.
Customer segments: Product managers and growth teams at mid-market SaaS companies and consumer app developers.
Strengths: Generous free tier and fast self-serve setup. Known for low time-to-value among engineering-led product teams.
Watch for: New CEO Jen Taylor (September 2025) and DoubleLoop acquisition together create integration and go-to-market uncertainty.
Recent moves: Acquired DoubleLoop, an AI product strategy analytics tool, October 2025, to link product metrics to business outcomes.

Positioning: Enterprise digital experience platform combining session replay, heatmaps, and product analytics under one contract after acquiring Heap.
Customer segments: Enterprise UX, CX, and digital product teams at large retail, travel, and financial services companies.
Strengths: Heap autocapture eliminates manual event instrumentation. Single vendor covers qualitative and quantitative experience analytics for large enterprise contracts.
Watch for: Heap customers cite product roadmap stagnation post-acquisition. Migration to the unified Contentsquare platform remains incomplete as of 2026.
Recent moves: Acquired Loris, a conversational intelligence platform, July 2025, extending analytics reach into customer support channel data.

Positioning: Open-source, developer-first analytics toolkit bundling product analytics, feature flags, session replay, and A/B testing for engineering teams.
Customer segments: Engineering teams and technical founders at startups and growth-stage companies preferring open-source or usage-based SaaS pricing.
Strengths: Usage-based pricing with self-hosted deployment option. Single tool replaces multiple point solutions. Reached $57.5M ARR February 2026, doubling year-over-year.
Watch for: Moving upmarket creates friction with enterprise compliance and support expectations that PostHog's lean team structure cannot easily absorb.
Recent moves: Raised $75M Series E at $1.4B valuation, October 2025, led by Peak XV Partners, to expand AI-powered devtools.

Sources

amplitude.com — Product portfolio, customer base (11K digital products), notable customers (Square, Walmart, NBC, Atlassian, Groupe Canal+), and overall positioning
investors.amplitude.com — President Thomas Hansen departure on March 31, 2026; CRO Nathaniel Crook promotion; 2026 financial guidance reaffirmation
finance.yahoo.com — Q4 2025 revenue of $91.4M (+17% YoY), full-year 2025 revenue $343.2M (+15% YoY), ARR $366M (+17% YoY), 698 enterprise customers, 77% gross margin, AI strategy and agentic agents adoption
www.bloomberg.com — Amplitude direct listing on September 28, 2021; reference price $35, opened at $50, reached $7B fully diluted valuation, peak stock price of $87.98 in November 2021
amplitude.com — Kraftful acquisition strategic rationale; Kraftful's capabilities in voice-of-customer analysis; integration timeline and combined platform benefits
amplitude.com — InfiniGrow acquisition details; marketing analytics capabilities; what-if analysis and budget forecasting; strategic rationale for revenue analytics
stockanalysis.com — Stock price performance: all-time high $87.98 (November 4, 2021), current price $6.88 (May 2026), representing 87% decline from IPO; recent stock volatility
finance.yahoo.com — Q1 2026 earnings: ARR $374M (+17% YoY), revenue $93.5M (+17% YoY), 727 enterprise customers (+18% YoY), 106% dollar-based net expansion, CEO emphasis on AI capabilities