Amplitude is a ‘product analytics’ tool that helps eCommerce teams better understand user behavior, ship features fast, and drive outcomes related to their business goals. eCommerce that treat their experience like a living, breathing product take advantage of the tool’s powerful analytics and enterprise-level security and support..

Date Founded = 2012

Total Funding = $136M

HQ = San Francisco, California

Total Employees = 350+


Return on Investment: 6.9/10

Ease of Use: 7.7/10

Features: 8.8/10

Support: 8.2/10

Scalability: 8.3/10

Reason for Our Rating

Amplitude is a leader in the emerging wave of tools that push teams past the status quo of analytics. Instead of looking at basic metrics (bounce rate, time on page, etc.) Amplitude allows for teams to know which features engage them the most, or how to improve long-term user retention. In short, it is a tool for thinkers.

But Amplitude is not for the faint of heart or small teams. We recommend Amplitude for teams actually prepared for data analysis that will impact their business objectives. All powerful analytics products for eCommerce business will have a learning curve, and their team is focused on helping you understand and then tell a story with usage over time.

The Good

Analytics Elite The biggest benefit is that Amplitude is set on making product analytics easy. So when your team is ready to take the next step in cohorting and retention efforts, Amplitude has shaped their tool on this use case.

A Pleasant Surprise Their interface is widely praised for its pleasant, welcoming approach. As you navigate through charts and graphs you’ll find that clarity is emphasized compared to other analytics tools.

Behind the Scenes Amplitude wants its eCommerce users to focus on the journey between the customer landing on your website, and what they did between that and making a purchase. This is a smart approach since not all transactions are black and white.

The Bad

Second Language The tool can be frustrating to implement, perhaps requiring some programming skills to get up and running. From there it’ll be like a foreign language that requires time before your fluent in their style of reporting.

Price Pain Covered in more detail below, Amplitude will eventually come at a price. If you are transitions from Google Analytics, misuse or dormancy should be taken into potential factors.

Try To Be Different Customizing reports for your detailed use cases can be cumbersome which causes some teams to revert to only utilizing the industry-standard types of reports on engagements and funnel analysis Amplitude provides.


Hooray! A free tier! The free tier looks remarkably similar Google Analytics, with the main difference is that it is focused on actions that are taken on your website’s pages, which they call events. 

Thus, any serious, growing eCommerce team will graduate from this tier. The middle tier will cost a few thousand dollars a month minimum, and then there are several a la carte features that can be tacked onto the bill. The next tier is Enterprise, which of course involved a custom quote and sales conversation.

One area for Amplitude to improve is breaking down the day-to-day benefits on why pricing increases are necessary, or even moving away from their free tier should be your route.

Templates with Amplitude

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