Tool profile
Amplitude: cost, fit and limits
Amplitude is a digital analytics platform made by Amplitude, Inc. that combines product analytics, session replay, experimentation and guides with AI agents. Product and marketing teams use it to analyze funnels, retention and behavioral cohorts across web and mobile products.
What to know first
Amplitude gives away 2M events a month on its Free plan and sells Plus, Growth and Enterprise on top. The first two list their features, while Growth and Enterprise are custom and event-based. AI analysis and an MCP connection are on every plan, and the more advanced behavior tools such as conversion drivers sit in the quoted tiers. Replays and agent sessions have fixed monthly quotas on each tier.
Amplitude at a glance
| Maker | Amplitude, United States |
|---|---|
| Free plan | Yes |
| Entry price | $0 (Free, 2M events per month) |
| API access | Yes |
| Category | Best AI Customer Journey Analytics Software in 2026, rank 9 of 10 |
| Website | amplitude.com |
Who Amplitude is best for
Product teams starting on a free plan
Free includes 2M events, 10 saved charts and 10K session replays, enough for a first funnel study before any card is entered.
Teams that want AI built into analysis
An AI data assistant and AI-powered analysis are listed on all plans, so analysts can ask questions of the data without a paid upgrade.
Companies building AI agents
Agent Analytics offers trace analysis, topic clustering and custom evaluators, plus a monthly agent session quota that grows from 5,000 to 20,000.
Large organizations with several products
Enterprise lists unlimited projects per portfolio, RBAC, SCIM and cross-product analysis for companies measuring many apps together. Data controls, user management and a customer success team come with that tier, which suits governed rollouts.
Amplitude plans and pricing
| Plan | Price | What it includes |
|---|---|---|
| Free | $0 | 2M events a month, 10 saved charts, one space, one year of data access, 10K replays and 5,000 agent sessions. No card and no time limit. |
| Plus | Starts at $0, scales with events | First 2M events free, up to 70M events, custom events, 20 behavioral cohorts, heatmaps, limited alerts, two-year data retention and three spaces. |
| Growth | Custom, event-based | Adds advanced behavioral exploration, conversion drivers, cart analysis, A/B/n testing, SSO, 20K replays and a two-business-day support response. |
| Enterprise | Custom, event-based | Adds data access controls, RBAC and SCIM, unlimited alerts, 50K replays, a one-business-day response and an assigned account manager. |
Checked October 2026.
What Amplitude does
- Funnel and retention analysis
- The Analytics product lists funnel analysis, retention analysis, event segmentation, data tables and user sessions, and describes visualizing the customer journey and calling out friction points.
- Behavioral cohorts
- Cohorts group users by actions, with 20 allowed on Plus and unlimited on Growth and Enterprise, and they feed analysis, experiments and activation to other tools.
- Agent Analytics
- Teams measuring their own AI agents get trace analysis, semantic filtering, topic clustering, custom datasets and LLM or code evaluators, with bring-your-own-key for the models.
- AI Data Assistant and MCP
- An assistant answers questions about the data on all plans, and an MCP connection lets external AI tools query Amplitude, which suits analysts who work in a chat client.
- Session replay and heatmaps
- Replays are included at set monthly volumes from 10K to 50K by tier, and heatmaps start on Plus, so a funnel drop can be opened as a recording.
How Amplitude handles your data
Amplitude's security page says customer data is hosted in AWS data centers in the United States and in the EU, with Frankfurt, Germany as the EU site, and notes that AWS facilities hold ISO 27001 and SOC 2 Type II certification. The page also describes data subject request management and a Customer Trust Portal. Free data access runs one year and Plus two years. AI Feedback records are metered monthly. The pages opened did not say whether customer data trains AI models.
Where Amplitude falls short in practice
- Advanced tools are quoted. Conversion drivers, cart analysis, cross-product analysis and SSO sit in Growth or Enterprise, which have no printed price. A team that outgrows Plus cannot budget until a sales call.
- Add-ons change the bill. AI summaries for session replay, private AI Feedback analysis and 90-day agent chat retention are add-ons on upper tiers, so the AI features advertised on the page do not all come with the plan.
- Pricing page is thin on journeys. It lists cohorts and drivers but does not name journeys or funnels, so a buyer comparing journey views should read the product documentation and watch a demo.
Works with
Alternatives to Amplitude
Amplitude: common questions
How many events does Amplitude's free plan include?
The Free plan includes 2M events a month with no credit card and no time limit, as of November 2026. It also holds 10 saved charts, one space, one year of data access and 10K monthly session replays. The page does not state a time limit, so the free tier can serve a small product indefinitely.
Where does Amplitude host European customer data?
The security page says the EU data center is in Frankfurt, Germany, hosted by AWS, alongside a US option. It gives privacy-regulation reasons for the choice, but the region is selected per customer, so confirm it in the order form.
What does the Plus plan add over Free?
Plus lets you keep growing past 2M events up to 70M, adds custom events and formulas, 20 behavioral cohorts, heatmaps, limited alerts and forecasting, webhooks, two years of data and three spaces. A card is required. Compared with Free, it also doubles data access from one year to two.
Can Amplitude analyze my own AI agent's behavior?
Yes. Agent Analytics is on all plans with trace analysis, topic clustering and evaluators, and session quotas rise from 5,000 a month on Free and Plus to 20,000 on Enterprise. Chat retention is 14 or 30 days unless you buy an add-on.
Does Amplitude charge extra for session replay AI summaries?
Per the pricing page, AI-based summaries for session replay are an add-on on Growth and Enterprise only. Other AI analysis features and the data assistant are included on every plan, including Free. Check which AI items your plan covers before turning summaries on for every replay.