Amplitude, Inc. (AMPL) Business

Item 1. Business

Overview

Founded in 2012, Amplitude is driving the evolution of AI analytics as part of our mission to help companies build better products and digital experiences.

We believe we were the first company to recognize that traditional analytics tools were built for websites and marketing campaigns, not for understanding how people engage with digital products. That’s why we built an AI Analytics Platform designed specifically to analyze behavioral data and provide real-time, actionable insights that drive business outcomes.

Today, our platform goes far beyond standalone analytics. It unifies Analytics, Session Replay, Feature Experimentation, Web Experimentation, Audience Activation, Guides and Surveys, AI Agents, Amplitude Model Context Protocol ("MCP"), AI Visibility, AI Feedback and Automated Insights, allowing teams to seamlessly move from data to insights to actions—all in one place.

The platform is more than a collection of independent products. They all work better together, creating a powerful feedback loop where each component enhances the others. This integrated approach helps businesses to not just track and measure user behavior, but actively improve engagement, retention, and monetization.

As digital transformation continues to accelerate, the market opportunity ahead remains massive. Companies face increasing challenges in understanding their users, making data-driven decisions, and delivering personalized, high-impact experiences. Businesses are shifting from traditional acquisition-focused marketing to product-led growth ("PLG") strategies, and also understanding their existing customers is more important than ever.

This shift has brought AI analytics to the fore as a key component of the modern data stack, integrating product, marketing, and experience analytics into a single, holistic category. As a first mover in this space, we believe Amplitude is well-positioned to lead the category as it grows.

We generate revenue primarily through subscription-based pricing, offering flexible plans that scale with our customers. We reach customers through a combination of direct sales, solution partners, and product-led growth, ensuring that businesses of all sizes can adopt and expand their use of Amplitude.

As of December 31, 2025, we had 4,797 paying customers, including 27 of the Fortune 100, demonstrating both strong adoption and the significant opportunity that remains. Our land-and-expand model enables us to grow alongside our customers, increasing usage across teams, use cases, and digital properties.

With a trusted, scalable, and deeply integrated platform, Amplitude is redefining how companies leverage data to drive customer engagement, business growth, and digital innovation—cementing our position as the leader in AI analytics.

Industry Trends

Amplitude was founded in 2012 to help companies build better products and digital experiences. The founders had seen first hand how important it was to make data-driven decisions in product development—but also how difficult it was to get that right.

The problem was the dearth of tools that could provide actionable data and insights into how users interacted with digital products. At the time, traditional analytics tools were designed for surface-level metrics like web traffic and marketing performance—but fell short in understanding and being able to act on user behavior within digital products or websites.

This gap inspired Amplitude to create an AI Analytics Platform purpose-built to analyze complex user behaviors and enable product teams to take action and make better decisions based on that data. The platform was designed to provide high-quality data, share real-time insights, facilitate faster experimentation and engage users with personalized experiences.

Fast forward to today, it’s clear that AI products are not optional—they are central to business survival. The proliferation of mobile and cloud technologies has lowered barriers to entry, enabling new players to disrupt established markets.

As a result, we are seeing the convergence of product, web and marketing, and AI experience analytics into what both Gartner and Forrester call the ‘AI analytics’ category—itself a pivotal element of modern data platforms as businesses centralize and streamline their data stacks.

At the same time, the digital economy continues to grow exponentially, broadening the competitive focus from acquiring new customers to retaining and engaging existing ones. Companies are increasingly turning to innovative digital strategies to navigate this landscape, with data-driven insights becoming essential to maintaining relevance and driving growth.

6

The Convergence of Marketing and Product

The lines between product and marketing goals and objectives are blurring as businesses shift toward a product-led growth model. Traditionally, these teams operated separately—marketing focused on driving awareness and acquisition, while product teams worked on improving in-app experiences. Today, success is measured by shared goals like user engagement, retention, and lifetime value—bringing these teams closer together than ever before.

At the same time, privacy regulations and restrictions on third-party data are making it harder for companies to rely on traditional advertising and external targeting. This has forced a shift towards first-party data strategies and retention-driven approaches—where a deep understanding of existing users is more important than ever.

These overall shifts in the landscape demand analytics solutions that provide a company with a single, trusted source of truth about how users interact with their products. Amplitude helps bridge the goals of product and marketing by providing real-time, actionable insights that enable teams to collaborate, experiment, and optimize user experiences, campaigns and products.

Reinventing Digital Product Development

The approach to building digital products is also undergoing a profound transformation. Intuition is being replaced by data-driven strategies that leverage in-product behavioral data to inform decisions. We are seeing modern digital product teams increasingly embrace a customer-centric data-driven approach that:

1.
Harnesses Behavioral Data: The increasing time consumers spend with digital products has resulted in an explosion of rich behavioral data, enabling businesses to analyze user actions at unprecedented levels of detail.

2.
Delivers Personalization at Scale: As consumer expectations for tailored experiences rise, we are seeing a gradual increase in companies using product data and AI to create adaptive and personalized user-centric solutions.

3.
Democratizes Data Access: Centralized data teams traditionally controlled analytics, creating bottlenecks and reducing agility. By enabling access to insights across functions—product management, marketing, engineering, and beyond—companies can foster faster, collaborative decision-making processes.

AI Analytics: The Engine of Transformation

As digital transformation progresses, analytics has become indispensable for understanding and optimizing digital investments.

By uncovering bottlenecks in user journeys and identifying features that resonate, organizations can iterate more effectively, improving both product innovation and customer satisfaction. We believe those that embrace AI analytics as part of their transformation strategies will gain competitive advantages, which will help them to adapt to market shifts and increase the value of their digital investments.

That said, despite significant investments in analytics tools, traditional systems often struggle to specifically address product data. Key challenges include:

1.
Complexity of Digital Products: Unlike simpler, linear marketing funnels, user journeys within digital products involve thousands of unique events and interactions.

2.
Massive Scale: The combination of high user volumes and engagement rates generates vast datasets, creating challenges for real-time analysis and actionable insights.

3.
Fragmented Ecosystems: Legacy systems—ranging from web analytics to sentiment-based tools—struggle to meet the demands of modern digital products. These solutions often lack the flexibility, depth, and real-time capabilities needed to analyze behavioral data holistically and effectively.

Against this backdrop, we believe the evolution of the AI analytics market will be driven by several trends:

•
Continued Proliferation of Data Silos: Data will continue to be siloed and fragmented across organizations, making it difficult for teams to parse through and understand it all. This will drive the need for solutions that can aggregate and unify this data—giving teams a clear understanding and a single source of truth.

•
Increased Consolidation and Centralization: Businesses are consolidating analytics and adjacent functions—such as session replay, digital adoption, activation, and experimentation tools—into unified ecosystems.

•
AI and Automation: Advances in generative and agentic AI and machine learning are enabling more sophisticated personalization and accelerated workflows, helping companies anticipate user needs and deliver just-in-time experiences.

7

•
Rising Demand for Agility: Organizations are prioritizing tools that empower cross-functional teams to access and act on insights in real-time, fostering a culture of continuous improvement and innovation.

•
Product-Led Growth ("PLG"): Businesses are increasingly shifting towards a PLG strategy, where product adoption and customer expansion are driven by seamless, self-serve experiences. By allowing users to experience value early and independently, we believe PLG will help accelerate acquisition, reduce friction in onboarding, and drive organic growth.

By integrating behavioral data, personalization, and democratized insights, AI Analytics Platforms are redefining how organizations understand and engage their users. As businesses continue to invest in digital transformation, analytics will play an increasingly critical role in shaping strategies and delivering growth. We believe Amplitude’s focus on in-product behavioral data and real-time capabilities makes us well-positioned to lead this evolution.

Our Platform

Our vision is to live in a world where technology never leaves you frustrated. If we're successful, technology will work exactly as it is supposed to. It will feel like it is designed just for you. That's a tall order. It almost feels unachievable. But that's the point.

On a day-to-day basis, our mission is to help companies build better products and digital experiences. To make that possible, we believe we have built the industry’s first unified AI Analytics Platform—a deeply integrated system where each product builds off of the next.

Our platform brings together Analytics, Session Replay, Feature Experimentation, Web Experimentation, Audience Activation, Guides and Surveys, AI Agent, Amplitude MCP, AI Visibility, AI Feedback and Automated Insights. It is fully self-service, and is designed to enable and activate everyone in an organization to own and drive growth.

The platform works in concert to help organizations understand what features and experiences users love, where they’re getting stuck, and what keeps them coming back. And we get to the heart of what users are thinking and doing and why. This provides teams with the tools they need to improve experiences and grow their business.

Behind the power of our platform is our bespoke Behavioral Graph—one of the largest repositories of user behavior data in the world. Purpose-built for complex, interactive behavioral queries, the Graph scales to look at every individual action taken in a digital product or experience, and identifies combinations of actions that lead to a desired outcome. It then processes that data to help teams understand what actions to take to improve experiences.

The Amplitude AI Analytics Platform delivers:

•
Trusted Data: Amplitude streamlines data management, helps ensure data privacy, security, accuracy, and quality, and governs access to ensure that teams have access to data they trust.

•
Clearer Insights: Amplitude gets to the heart of what is driving behavior—the analysis that matters, not just surface-level metrics. Whether it’s a product manager or seasoned analyst, we lead them to ask the right questions, answer them in the moment, and help them understand what customers are doing—so they can choose what to do next.

8

•
Faster Actions: Amplitude creates the collaboration critical to efficient growth. We unite product, marketing, data, and engineering teams around a shared understanding of the customer journey so they can uncover insights, target cohorts, build experiments, launch guides, and survey users—all from a single platform.

Our platform is comprised of several primary offerings, all of which complement each other and work better together:

•
Amplitude Analytics: As mentioned, Amplitude Analytics is the cornerstone of the platform and provides real-time insights into user behavior. It combines advanced quantitative metrics with qualitative tools like funnel analysis and cohort tracking to help businesses understand what’s driving engagement, conversion, and retention.

•
Amplitude Session Replay: A critical tool for understanding user behavior, Amplitude Session Replay complements Amplitude Analytics and offers a qualitative perspective by reconstructing user journeys. Teams can see exactly how users interact with products, identify friction points, and develop targeted solutions. They then use these insights to get a better understanding of why users are doing what they are doing.

•
Amplitude Feature Experimentation: By leveraging behavioral data and Amplitude's powerful cohort capabilities, Amplitude Feature Experimentation enables product, data, and engineering teams to build world-class experiments. Enterprise-ready feature management is built in, so teams can build faster, test impact, and ship new features with confidence.

•
Amplitude Web Experimentation: This product makes it easy for product managers, marketers, and growth leaders to A/B test and personalize web experiences. With visual editing and point-and-click interaction, Amplitude Web Experimentation reduces the need for engineering support and accelerates testing.

•
Amplitude Activation: Formerly known as the Amplitude Customer Data Platform ("CDP"), Amplitude Activation unifies data across multiple sources, creating a single, enriched dataset that fuels analytics and personalization. Amplitude Activation resolves identity conflicts, streamlines data integration, and facilitates that organizations can easily personalize and activate campaigns and experiences to segments of users in a few simple clicks.

•
Amplitude Guides and Surveys: Launched in February 2025 just four months after our acquisition of Command AI, this new product helps companies to deploy in-product guides, tours, and surveys using the power of behavioral insights to fuel great results. In this way, users get the help they need to drive them further along in their journey. Other companies have tried to do this —but the results have been suboptimal because they do not have the context needed to make them useful. With Amplitude Guides and Surveys, we are making the most of our platform to help customers take a more-personalized approach.

•
Amplitude AI Agents: Launched in June 2025, these new agents turn Amplitude into a team of specialized experts that help you accomplish specific goals, such as better checkout conversion or faster feature adoption. With AI Agents, Amplitude is leading the shift toward self-improving products, transforming how teams build, deploy, and optimize digital experiences.

•
Amplitude MCP: Launched in October 2025, the Amplitude MCP server enables teams to analyze product data, experiments, and user behavior using conversational AI. Query your Amplitude analytics, dashboards, experiments, and feature flags directly through AI interfaces using natural language.

•
Amplitude AI Visibility: Launched in October 2025, AI Visibility is a new capability that gives marketers unprecedented insight into how their brand shows up in AI search results, accompanied by recommendations on how to improve it based on a company’s actual data.

•
Amplitude AI Feedback: Launched in November 2025, AI Feedback is the industry’s first customer feedback engine with a proprietary large language models ("LLM") process that automatically turns raw input into prioritized, actionable insights. Pairing AI Feedback with Amplitude’s Analytics, Session Replay, and Guides and Surveys allows companies to instantly surface customer input, understand what matters most, and take action within the Amplitude platform. AI Feedback was developed following Amplitude’s July acquisition of Kraftful, Inc. (“Kraftful”), a fast-growing AI company, to accelerate AI product strategy.

•
Amplitude Automated Insights: Launched in December 2025, Amplitude's Automated Insights can replicate an expert's standard analysis process in a fraction of the time. It executes various chained tool calls, thinking like an analyst would. It searches charts and reports to investigate experiments, campaigns, and product releases. It incorporates business context to connect dots across relevant sources into a clear, data-backed story.

When used together, Analytics, Session Replay, Feature Experimentation, Web Experimentation, Audience Activation, Guides and Surveys, AI Agents, Amplitude MCP, AI Visibility, AI Feedback, and Automated Insights create a powerful feedback loop that helps businesses understand their users, optimize experiences, and take action quickly—all in one place.

9

Amplitude Made Easy

We do recognize that getting started with AI analytics can be tough. Companies often need engineers to set up data pipelines and instrument events. Teams need to know what to query, how to set up cohorts, and what to measure. And people often don't know how to analyze the data or translate it into actions. In Fall 2024, Amplitude helped to change all of that.

With a host of new capabilities, including Auto-Capture (which allows organizations to start capturing every user click and swipe with a single line of code), and a revamped user experience, Amplitude Made Easy removes the heavy lifting so teams can get started, get insights, and get to value faster. With Amplitude Made Easy, teams can leverage out-of-the-box insights and an AI-powered query engine to get answers. And they can rely on best practices, templates, and dedicated user hubs to support their entire experience.

Scaling through Integrations

Lastly, our platform is designed to scale with businesses, supporting massive data volumes and complex user journeys. With support for more than 100 different data sources and destinations, Amplitude integrates seamlessly with tools like Salesforce, Slack, Braze, Snowflake, and cloud providers. As a natural extension of any technology ecosystem, Amplitude enables teams to collaborate effortlessly and drive unified decision making.

Key Benefits to Customers

Amplitude’s AI Analytics Platform is more than a collection of independent products—it’s a strategic enabler for the digital-first future. By combining advanced analytics, intuitive interfaces, and a customer-first approach, Amplitude helps businesses to unlock innovation, foster collaboration, and achieve transformative growth.

•
Make Confident, Data-Driven Decisions: Amplitude empowers teams to answer critical questions about customer behavior, helping product investments to be informed by data rather than guesswork. Our platform provides detailed insights into how users engage with digital products, revealing opportunities to optimize experiences and remove friction. By analyzing user journeys, identifying conversion drivers, and spotting pain points, customers can confidently make the right product bets. This data-driven approach is designed to accelerate innovation, reduce risk, and increase return on investment.

•
Accelerate Time-to-Insight and Innovation: In today’s competitive landscape, speed is critical. Amplitude equips organizations with real-time analytics to rapidly identify opportunities and adapt strategies. Teams can quickly test hypotheses, measure the impact of changes, and iterate on product designs to address challenges before they escalate. This

10

rapid experimentation capability helps businesses to stay ahead of market trends, deliver better experiences, and respond dynamically to customer needs.

•
Take Action to Improve the Product Experience: We don't just help companies understand their customers. We empower them to create better digital experiences. Whether you need to test the impact of a new feature with a cohort of users, personalize your website to drive better conversion, create a product tour to improve your onboarding experience, or add an in-product survey to gather qualitative feedback, Amplitude helps teams take data-based actions quickly.

•
Foster Cross-Functional Collaboration: By eliminating data silos, our platform creates a shared understanding of customer behavior across teams. Out-of-the-box dashboards and customizable analytics reports bring product, marketing, engineering, and executive teams together. This shared visibility fosters alignment, enables individuals to work toward the same goals, and encourages data-driven collaboration.

•
Unlock the Potential of Customer Data: As the volume and complexity of data grow, organizations face increasing challenges in managing and deriving value from it. Amplitude simplifies this process by integrating data from diverse sources into a single, enriched dataset. This single source of truth facilitates accuracy, consistency, and usability, enabling teams to uncover insights that would otherwise remain hidden. Whether analyzing user paths, predicting churn, or segmenting audiences for targeted campaigns, Amplitude turns raw data into strategic advantage.

•
Deliver Personalization and Drive Engagement: Amplitude empowers companies to create personalized, engaging digital experiences that resonate with their customers. By leveraging behavioral data and advanced machine learning models, our platform enables teams to design campaigns, products, and features tailored to specific user needs. We believe these personalized experiences improve engagement, build customer loyalty, and increase lifetime value, helping businesses thrive in a customer-centric market.

•
Scale with Enterprise-Grade Capabilities: Designed for organizations of all sizes, Amplitude scales to handle massive data volumes and complex user journeys. Whether they’re a startup or a global enterprise, our customers benefit from our robust infrastructure, enterprise-grade security, and seamless integration with existing tools. We believe this scalability helps Amplitude grow alongside its customers, providing reliable, high-performance AI analytics no matter the size or scope of the business.

•
Realize Tangible Business Outcomes: From increasing conversion rates and reducing churn to shortening product development cycles, Amplitude delivers measurable results. Customers report significant improvements in revenue, efficiency, and user satisfaction after adopting our platform.

Industry Solutions

•
Financial Services: Personalize the banking experience by leveraging user data to understand customer behaviors and preferences, leading to more targeted services.

•
B2B: Increase product adoption through insights into user engagement, helping businesses refine their offerings to better meet client needs.

•
Media: Identify impactful content by analyzing user interactions, helping media companies to optimize content strategies and enhance audience engagement.

•
Healthcare: Improve patient engagement and outcomes by understanding user interactions with digital health platforms.

•
Ecommerce: Boost sales and customer loyalty by analyzing shopping behaviors and tailoring experiences accordingly.

Use Case Solutions

•
Grow Active Users: Acquire and retain users by understanding their behaviors and optimizing the user journey to encourage engagement.

•
Increase Customer Lifetime Value: Enhance customer retention by delivering personalized experiences that resonate with users.

•
Accelerate Monetization: Identify and leverage key behaviors that drive revenue, optimizing strategies for monetization.

Team Solutions

•
Product: Empower product teams with insights to build better products and drive growth.

11

•
Marketing: Provide marketing teams with the tools to understand campaign performance and customer segments, driving effective strategies.

•
Data: Enable data teams to manage and analyze information effectively, ensuring accuracy and accessibility.

•
Engineering: Support engineering teams in implementing and maintaining robust data infrastructures.

Company Size Solutions

•
Startups: Offer scalable solutions that grow with the company, providing essential insights without overwhelming resources.

•
Enterprise: Deliver comprehensive analytics and data management capabilities to meet complex organizational needs.

Our Business Model

We generate revenue primarily by selling subscriptions to our AI Analytics Platform, and reach customers through a direct sales motion, solution partners, and product-led growth initiatives. Our customers typically start out using Amplitude for a specific business use case. As they see the value of our data, insights, and actions to drive positive business outcomes, they frequently expand beyond that initial use case.

Land

•
We believe that our AI Analytics Platform is applicable to businesses across industries, company size, and stage of digital maturity. We offer product packages that meet companies where they are in their AI analytics journey. And we plan to invest to capture the significant market opportunity that is out there.

•
We have experienced rapid growth in our customer base since inception and had 4,797 paying customers and 27 of the Fortune 100 as of December 31, 2025. This demonstrates our successful traction to date, and the significant opportunity that still remains.

•
We believe our go-to-market motion will allow us to continue to acquire new customers and grow our customer base. Additionally, as more companies and industries continue their transformation into digital-first companies, we believe our immediate potential customer base will grow as we help these companies address their AI analytics needs.

•
We are focused on winning key reference accounts among industries and emerging use cases to establish ourselves as the platform of choice for the next wave of digital innovation.

Expand

We believe there are significant opportunities to continue expanding our relationships with existing customers. Our pricing model allows us to grow as our customers grow. We employ a land-and-expand business model designed to land with an initial use case and expand through onboarding additional functional teams, products, and use cases.

•
Promote Upsell: Once a customer is on our platform there are many ways we can upsell. Customers can expand an initial use case by adding additional functionality to generate deeper analytics. They can also expand into additional functional teams who are looking to address a related use case or bring new digital products on our platform, both of which require additional data to be instrumented. As the strategic value of our platform grows as more data is instrumented and insights generated and shared, it becomes easier to find additional upsell opportunities across digital products, use cases, and teams.

•
Drive Cross-sell: Our platform delivers end-to-end capabilities that allow our customers to expand beyond analytics and layer on additional products from our platform.

Pricing & packaging

Our model is based on the functionality that our customers require to get the insights that they need. Naturally, different teams have different needs and requirements. Some are further along in their AI analytics journey and are looking to scale; others are just getting started. We want to put the full power of our platform into our customers’ hands, and we offer four tailored plans that make it easy to get started and grow:

•
Starter: Easily discover and report on user behavior insights to make smarter product decisions.

12

•
Plus: Answer questions, manage features, and deliver personalized experiences faster with a powerful suite of products—including add-ons like Guides and Surveys where required.

•
Growth: Drive results and revenue with advanced analytics, custom metrics, and dedicated customer support.

•
Enterprise: Leverage trusted data at scale with enterprise-grade security features for larger companies with complex needs and controls.

We realize that events are sometimes hard to predict, so all plans are now available based on monthly tracked users (MTUs). This makes it easier to predict usage and enable customers to pay according to their monthly unique users.

For the year ended December 31, 2025, subscription revenue comprised 98% of our total revenue. Our aforementioned ability to expand within our customer base is also demonstrated by our dollar-based net retention rate. As of December 31, 2025 and 2024, our dollar-based net retention rate for the trailing twelve months (“TTM”) across paying customers was 104% and 97%, respectively.

Technology

Data enters our platform through many sources, including our software-development kits (“SDKs”), server side, and integration with our partner systems. It then goes through the processing and cleanup stage before being stored in our behavioral graph which is a user-oriented distributed columnar data store. As explained in the platform section above, our Behavioral Graph powers the analytics, collaboration, prediction, and recommendation platform.

We have designed a platform that can process large amounts of data and provide an interactive query/response model. Instead of building a general-purpose data storage and processing system similar to data warehouses that would require our users to know SQL and wait a long time to get answers to their analytics-oriented join-heavy queries, we have built a platform from the ground up focused on end-user behavior analysis that is optimized to ingest, process, and store data in a format and structure to power low latency query/response.

Real-time Data Management

The underpinning of the AI Analytics Platform is our real-time Data Management layer. This layer includes our core data platform that offers our customers a number of tools and capabilities for ingesting data, resolving identity issues, and managing customer and product data.

Key features include:

•
Structured, event-based schema. We ingest and process event data. Each event represents an interaction that an end user or device performed on our customers’ products. Event data has information about the event as well as the end user and device that has performed the event, and it follows a specific but flexible schema. As event data enters our platform, it gets ingested, sanitized, enriched, and canonicalized and is stored in an optimized format in our behavioral graph to enable low latency query/response.

•
Breadth and scale of digital sources. We have a number of tools and offerings, such as several client-side and server-side SDKs, APIs, and integration with customer storage systems. For example, Amazon S3 and data warehouse integrations allow us to ingest from a number of sources, including mobile applications, websites, and backend services.

•
Identity resolution for a multi-platform world. In the multi-platform world, end users interact with our customers’ products through many devices. Through continuous event streaming, our identity resolution service automatically captures one consistent view of a customer’s usage as end users log in and out, browse anonymously, and use multiple devices.

•
Data governance and observability. With the rapid expansion of customer and product data, organizations require tools to manage the complexity and maintain trust. Our governance toolkit provides a two-pronged approach that is both proactive – through schema planning, validation and error reporting – and reactive – through retroactive data merges and schema changes. Our observability gives data leaders insights and visibility into how data is being used by their organization so they can make informed decisions about what to track.

Our Customers

Our AI Analytics Platform is used globally by organizations of all sizes and across a vast range of industries. As of December 31, 2025 and 2024, we had 4,797 and 3,875 paying customers, respectively, representing year-over-year growth of 24%.

13

We continue to increase the number of customers who have entered and grown into larger subscriptions with us. As of December 31, 2025 and 2024, we had 698 and 591 customers, respectively, that each represented greater than $100,000 in annual recurring revenue ("ARR"), representing a 18% increase year-over-year.

Additionally, as of December 31, 2025 and 2024, we had 56 and 42 customers, respectively, that each represented greater than $1.0 million in ARR, up 33% year-over-year. The number of customers representing greater than $100,000 and $1.0 million in ARR demonstrates the strategic importance of our platform and our ability to land significant accounts and grow them over time.

Sales and Marketing

Our sales and marketing efforts focus on addressing a prospect’s initial AI analytics use case across one or more digital products or experiences. We then aim to expand those relationships over time as we deliver ongoing value and meet a greater portion of our customers’ AI analytics needs.

We employ a multi-pronged go-to-market strategy combining direct sales (including field and inside sales), product-led growth initiatives, and marketing initiatives to build brand awareness and generate demand. Our field sales personnel focus on attracting new customers as well as expanding usage within our existing customer base. Our sales team is supported by business and sales development professionals and solution consultants who facilitate the sales process through identifying use cases based on customer needs, assessing requirements, addressing security and technical questions, consulting on customers’ data stacks, and finding additional expansion use cases.

To meet companies wherever they are in their analytics journey, we offer a variety of free and paid plans depending on a customer’s needs.

For example, we offer a free, Starter plan for early-stage startups and individuals. Our self-serve Plus plan is built for growing startups and small teams who need more customization and access to feature management and Audience Activation capabilities. Our Growth plan provides access to additional capabilities, such as automated insights, experiments, guides and surveys, and audience management. And our Enterprise plan is ideal for larger organizations that have more sophisticated needs and requirements.

Our Professional Services team helps customers design and execute their AI analytics, product-led growth, and personalization projects. We offer our customers implementation, training, and related services to help them realize the full benefits of our AI Analytics Platform.

We also work closely with our partner ecosystem to help them deploy our solutions and build our technology into their services offerings. This provides opportunities for us to increase the breadth and depth of our deployment within new and existing customers. We have numerous partners in the program, including:

•
Solutions partners: global systems integrators, consultancies, and digital agencies that partner with Amplitude to provide business transformation strategy, best practices, and support.

•
Technology partners: who integrate their software with our AI Analytics Platform to build and deliver end-to-end enterprise technology solutions. Amplitude has dozens of technology integrations and partners across more than a dozen software categories, including marketing automation, attribution tools, data warehouses, and customer data platforms, to name a few.

Our marketing efforts focus on driving demand generation across all segments and across both new and existing customers, as well as raising our brand profile globally. To do this, we utilize a combination of online and offline programs such as online advertising, blogs, public relations, social media, analyst relations, educational white papers and webinars, product demos, workshops, roundtables, podcasts, and customer case studies.

As of December 31, 2025, we had 437 employees in our sales and marketing organization.

Human Capital Management

We believe that our company culture enables us to achieve our mission, is a core driver of our business success, and is a significant reason why people choose to build their careers at Amplitude. We are pioneers in this field and endeavor to make product, business, and people decisions that allow us to carry out our mission while staying true to our values.

We believe Diversity, Equity, and Inclusion (“DEI”) are rooted in the fabric of our culture. We advance our culture of belonging–in which Humility, Ownership, Growth Mindset, and Customer Centricity are at the center–by coming together to make a collective impact in our work and our communities. Through strategic initiatives and partnerships, policy development and stewardship, innovation and education, our DEI-embedded culture shapes our future to one where all employees can fully realize their potential.

•
Humility: No ego—we operate from a place of empathy and openness and seek to understand many points of view.

14

•
Ownership: We take the initiative to solve problems that drive our shared company success.

•
Growth Mindset: We’re tenacious in the face of challenges and seek input in order to grow ourselves and others.

•
Customer Centricity: We put the customer at the center of everything we do.

Our values set the tone for how we show up with one another and our customers. We are deliberate in operationalizing our values through our selection of talent and how we reward success. We regularly recognize and celebrate those who are exemplary models of our values through our Quarterly Values Awards.

As of December 31, 2025, we had a total of 780 employees, including 188 employees located outside the United States. None of our employees is represented by a labor union or covered by collective bargaining agreements. We have not experienced any work stoppages. We consider our relationship with our employees to be good.

Research and Development

Our research and development efforts are focused on continued innovation, enhancing our platform features and functionalities, and expanding the services we offer to increase market penetration and deepen our relationships with our customers. We believe the timely development of new, and the enhancement of our existing platform features and services is essential to maintaining our competitive position. We continually incorporate feedback and new cases from our customers into our platform. As of December 31, 2025, we had 223 employees in our research and development organization. We intend to continue to invest in our research and development capabilities to extend our platform. Research and development expenses totaled $97.6 million and $97.6 million in years ended December 31, 2025 and 2024, respectively.

Competition

The market for AI analytics is new and evolving. Businesses have used a range of point solutions built for other use cases in an effort to address their needs, none of which offer the breadth and depth of capabilities offered by our AI Analytics Platform. However, we do compete with a number of companies, ranging from large and diversified businesses to smaller start-ups, that offer certain point solutions and functionality similar to aspects of our platform. These point solution providers include:

•
Product analytics point solutions such as Mixpanel, Posthog, and ContentSquare;

•
Experimentation vendors such as Optimizely, Statsig, and LaunchDarkly;

•
CDP providers such as mParticle and Twilio Segment;

•
Session Replay solutions such as Fullstory, Contentsquare, and Quantum Metric;

•
Web and marketing analytics vendors such as Adobe and Google Analytics; and

•
Guides and Surveys vendors such as Pendo.

The principal competitive factors for companies in our industry are:

•
Powerful and flexible infrastructure that can ingest and manage a broad variety and large volume of data;

•
Platform functionality, including speed, scale, and breadth and depth of insights;

•
Size of end-user base and level of customer adoption;

•
Enterprise-grade technology that is secure and reliable;

•
Product-led growth offerings;

•
Ability to enable collaboration across numerous teams;

•
Ease of integration and deployment with existing IT infrastructure;

•
Mindshare with line of business and non-technical teams;

•
Ability to address a variety of evolving customer needs and use cases;

•
Price and total cost of ownership;

•
Brand awareness and reputation;

•
Quality of professional services and customer support;

15

•
Strength of sales and marketing efforts; and

•
Adherence to industry standards and certifications.

On the basis of the factors above, we believe that we compare favorably to our competitors. However, some of our actual and potential competitors have advantages over us—such as substantially greater financial, technical, and other resources; larger sales forces and marketing budgets; greater brand recognition; broader distribution networks and global presence; longer operating histories; more established relationships with current or potential customers and commercial partners; and more mature intellectual property portfolios. They may be able to leverage these resources to gain market share and prevent potential customers from purchasing our products. Additionally, we expect the industry to attract new entrants who could compete with our business and introduce new offerings. As we scale and expand our business, we may enter new markets and encounter additional competition.

Artificial Intelligence

We have integrated AI Technologies throughout our AI Analytics Platform to help customers accelerate data insights and drive better decision-making. Our AI-powered capabilities include natural language querying of product data, automated trend summaries, and intelligent analysis tools powered by large language models. In fiscal year 2025, we launched several AI-focused products, including AI Agents, Amplitude MCP, AI Visibility, AI Feedback, and Automated Insights. We expect to continue investing in and developing AI technologies to enhance our platform's functionality and deliver greater value to our customers.

Intellectual Property

Our intellectual property is an important part of our business. We rely on patent, copyright, trade secret, and trademark laws, as well as confidentiality agreements, license agreements, intellectual property assignment agreements, and similar contracts, to establish and protect our proprietary rights. We maintain a policy requiring our employees, contractors, consultants, and other third parties to enter into confidentiality and proprietary rights agreements to control access to our proprietary information. However, these laws, agreements, and policies provide only limited protection, and our intellectual property rights and other proprietary rights may still be challenged, invalidated, infringed, or misappropriated in the United States and in foreign jurisdictions. The laws of certain jurisdictions do not protect proprietary rights to the same extent as the laws of the United States, and it may therefore be difficult, impossible, or otherwise not commercially reasonable to protect our proprietary rights in certain jurisdictions. In addition, we use software components licensed from third parties under open-source software licenses, which licenses generally do not contain warranties or indemnifications from the licensors with respect to infringement, security vulnerabilities, or other issues. As a result, we would not have contractual protections if our use of the open-source software licensed from third parties infringes third-party intellectual property rights or if we encounter other issues with respect to our use of third-party open-source software. We also publicly license our SDK and certain other components to third parties pursuant to open-source licenses. The value of the software we publicly license to third parties pursuant to open-source licenses may be diminished given that such licenses grant those third parties broad rights to modify and distribute such software and could allow a competitor to more easily develop a competing product by examining our software.

We pursue the registration of our domain names, trademarks, and service marks and pursue patent protection of our technology in the United States and in certain locations outside the United States. As of December 31, 2025, we had eight issued U.S. patents, and seven U.S. and five foreign patent applications pending. We continually review our development efforts to assess the existence and patentability of new intellectual property, and the extension of our intellectual property rights abroad. As of December 31, 2025, we had five registered trademarks in the United States, eleven registered trademarks internationally, and five pending trademarks applications internationally. As of December 31, 2025, we had no U.S. trademark applications pending.

Data Privacy & Security

Numerous state, federal, and foreign laws and regulations, including consumer protection laws and regulations and data breach notification laws, govern the collection, dissemination, processing, use, access to, confidentiality, and security of personal information and could apply to our operations or the operations of our partners. In addition, certain foreign laws govern the privacy and security of personal data. Many of these laws differ from each other in significant ways and may not have the same effect, thus complicating compliance efforts. Failure to comply with these laws, where applicable, can result in, among other things, the imposition of significant civil and/or criminal penalties and private litigation. Privacy and security laws, regulations, and other obligations are constantly evolving, may conflict with each other, and can result in investigations, proceedings, or actions that lead to significant civil and/or criminal penalties and restrictions on data processing.

16

Corporate Information

We were incorporated in the State of Delaware in November 2011 as Sonalight, Inc. and founded our Amplitude business in 2012. In December 2014, we changed our name to Amplitude, Inc. Our principal executive offices are located at 201 Third Street, Suite 200, San Francisco, California 94103. Our telephone number is (415) 231-2353 and our website address is www.amplitude.com. Information contained on, or that can be accessed through, our website is not incorporated by reference into this Annual Report on Form 10-K.

Available Information

Our Annual Report on Form 10-K, Quarterly Reports on Form 10-Q, Current Reports on Form 8-K, and amendments to these reports filed pursuant to Sections 13(a) and 15(d) of the Exchange Act are filed with the SEC. Such reports and other information filed or furnished by us with the SEC are available free of charge on our investor relations website at investors.amplitude.com, as soon as reasonably practicable after we file such material with, or furnish it to, the SEC, when such reports are available on the SEC’s website at www.sec.gov.