The product analytics company for teams that take data seriously. Amplitude tracks how users actually behave inside digital products — not just page views, but every click, scroll, and decision. Companies like Atlassian, Walmart, and NBC use it. The challenge: Google Analytics is free and "good enough" for most companies. Amplitude has to prove that serious product analytics is worth paying for. Revenue is growing but the stock is down 70% from its 2021 peak. The product is excellent. The market just isn't sure how big "product analytics" really is.
Founded
2012
HQ
San Francisco, CA
Total Raised
$336 million
Founder
Spenser Skates & Curtis Liu
Status
Public (NASDAQ: AMPL) — market cap ~$1.5 billion
Website
amplitude.comTHE ORIGIN STORY
Spenser Skates and Curtis Liu were MIT classmates who built a voice-recognition app called Sonalight. The app failed, but they built internal analytics tools to understand user behavior.
Those analytics tools turned out to be more valuable than the app itself. They pivoted entirely and launched Amplitude as a product analytics platform.
WHAT THEY ACTUALLY DO
SaaS subscription. Free tier for small teams.
Growth plan at custom pricing. Enterprise pricing based on event volume.
Revenue approximately $280 million in 2024. Customers pay based on the number of user events tracked.
THE PRODUCTS
Amplitude Analytics (product analytics), Amplitude Experiment (A/B testing and feature flags), Amplitude CDP (customer data platform), Session Replay, AI-powered Insights.
HOW THEY GREW
AI-powered analytics and platform expansion. Amplitude is adding AI features that automatically surface insights, predict user behavior, and suggest experiments.
Also expanding from analytics into experimentation (A/B testing) and customer data platform capabilities to become a full digital analytics suite.
THE HARD PART
Competing with Google Analytics (free), Mixpanel (similar product), and a flood of product analytics tools. The market is crowded and Google's free offering is "good enough" for many companies.
Amplitude needs to prove that dedicated product analytics generates enough ROI to justify five-to-six-figure annual contracts.
WHO BACKED THEM
Benchmark, Battery Ventures, IVP, Sequoia Capital, GIC
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