Amplitude Pricing 2026: Plans, Real Costs, Alternatives

Amplitude repriced its platform in 2026. Where the bill used to follow monthly tracked users, it now follows events, and the company has stopped publishing a rate for either. The pricing page lists what each plan includes and publishes one price curve, for Plus, while Growth and Enterprise carry no figure at all. That makes Amplitude generous for small teams, opaque for everyone else, and hard to budget for exactly when a store needs to know what growth will cost. This guide sets out what Amplitude publishes as of 16 September 2026, what buyers actually pay according to contract data, and where a flat-priced tool is the better answer for an online store.

The short answer: Amplitude for product teams, Arktis for stores

Amplitude is the better choice for a software product team that needs deep behavioural analysis, experimentation and feature flags in one place, and its free tier of 2 million events a month is the most generous in the category. For an e-commerce store, Arktis is the clear winner. Amplitude's bill moves with event volume that you cannot forecast and cannot price in advance, and it does not answer the question a store actually asks, which is which ad produced the order. Arktis prices on monthly tracked visitors, publishes every tier, and pairs multi-touch attribution with session recordings of the buyers it attributes. Starter is $49 a month, Growth is $149 with recordings and a 7-day free trial, and Scale is $349 for unlimited visitors.

Key takeaways

For an online store, Arktis is the better value and the clearer bill. Amplitude has four plans. Free covers 2 million events a month with 10,000 session replays and one year of data access. Plus starts at zero, keeps the first 2 million events free and runs to 700,000 monthly tracked users or 70 million events. Growth and Enterprise are both custom priced, adding 20,000 and 50,000 replays respectively. No per-event or per-million-event rate appears anywhere on the pricing page, so the only way to learn your number on a paid tier is to ask. Contract data from Vendr puts the median Amplitude deal at $64,724 a year across 416 purchases, with 237 of those deals negotiated by Vendr itself and average savings of 15.7 percent average negotiated savings, though that sample predates the repricing. Add-ons are sold as a percentage of the platform plan, which Amplitude's own conference commentary puts at about 30 percent for each additional module.

What changed in 2026: from tracked users to events

Until this year Amplitude billed by monthly tracked user, the classic product-analytics meter, and each product carried its own price. In 2026 the company consolidated on event volume as the single meter, with volume discounts applied automatically and modules sold as percentage uplifts on top. Amplitude's stated reason was that per-product pricing caused customer confusion and churn.

The migration is well advanced. A quarter of the annual recurring revenue Amplitude closed in the first quarter was on the new model. By the second quarter that was 70 percent of closed ARR, and 28 percent of total ARR had moved across. Existing customers are not being forced across. Amplitude frames the new model as lowering total cost for customers who consolidate onto its platform, and reports the result as higher average contract value, more multi-product attach and longer terms.

Two consequences matter if you are pricing Amplitude today. First, most of the "Amplitude pricing 2026" guides in the search results still describe the tracked-user model and quote a $49 Plus plan that the live page no longer offers. Second, Amplitude's own documentation has not caught up either: the billing FAQ still describes a free plan of 50,000 monthly tracked users and a conversion of 1,000 events to one tracked user, while the pricing page sells 2 million events. When a vendor's own two pages disagree, budget from the pricing page and confirm in writing.

The free tier, and what each plan includes

Team members are unlimited on every tier, including Free, and feature flags are unlimited too, which is unusual in this category. Behavioural cohorts are capped at 20 per organisation on Plus and unlimited above it. Session replay retention is one month on every plan, with longer retention sold as an add-on, so a replay of last quarter's checkout problem does not exist unless someone exported it. AI feedback records run to 2,000 a month on every tier.

The free tier is the strongest argument for Amplitude at small scale. A store sending 25 events per session can run roughly 80,000 sessions a month before it passes 2 million events, and it gets 10,000 replays with that. If your question is purely behavioural and you never need to connect a sale to a campaign, that is a lot of product for nothing.

What Amplitude does not publish

There is no per-event rate and no rate card. What the page does carry is a chart of annual Plus list price by event volume tier, which runs from zero at 2 million events to $15,120 a year at 20 million, and an "Estimate bill" flow that ends at a Stripe checkout. So a self-serve Plus buyer can see a number before talking to anyone.

Growth and Enterprise are the tiers with no published figure of any kind, and they are the tiers most companies end up on. Plus itself is described only as growing with event volume up to 70 million events. Any article quoting a per-event rate for Amplitude is either citing the old model or guessing.

What can be verified is what buyers signed. Vendr's marketplace data, updated in February 2026, reports a median Amplitude contract of $64,724 a year based on 416 purchases, with average negotiated savings of 15.7 percent. CostBench restates the same Vendr data as a median of $63,720 across 358 verified purchases with 16 percent savings, so treat it as the same underlying database rather than independent confirmation. Both samples are from the tracked-user era, so treat them as the scale of a serious Amplitude commitment rather than a quote for today's packaging.

For very small companies there is a documented exception. The startup scholarship gives one year of Growth free with 200,000 monthly tracked users to companies with under $10 million raised and fewer than 20 employees. Exceed the limit twice and the account drops to Free, and Amplitude states it cannot extend past the year.

Add-ons, replay and warehouse-native

Amplitude sells expansions as a percentage of the platform plan rather than at a list price. Its own conference commentary puts the typical uplift at about 30 percent for each additional module, which is the most concrete public guidance available. The add-on list is long: extra session replays, extended replay retention, targeted replay capture, AI replay summaries, multi-armed bandits, mutual exclusion and holdout groups, approval workflows, extra surveys, white-label branding. Several of the things a team assumes are in the box are line items.

Warehouse-native Amplitude currently means Snowflake. It runs in Snowflake's container service against your own data, Snowflake bills the compute for the queries Amplitude issues, and Amplitude includes the first five seats. If your data lives in BigQuery or Databricks, confirm availability before planning around it.

Overage is charged, in Amplitude's own words, at the same per-unit rate as your plan price, with a guardrail that converts each additional 1,000 events to one tracked user. Third-party guides variously claim 1.2 times or 20 to 50 percent above contract; the vendor's own wording is the one to hold them to.

What reviewers complain about

Amplitude holds 4.5 out of 5 on G2 from more than 2,700 reviews of its analytics product, so the product satisfies most teams that buy it. The complaints cluster in three places, and all three are about cost of ownership rather than capability.

The first is price unpredictability at scale. Volume spikes from a campaign or a seasonal peak land as overage in the same month, and with no published rate a finance team cannot model the downside in advance. The second is the learning curve. Reviewers describe an interface with too many paths and a training requirement before non-technical stakeholders can self-serve. The third is the event taxonomy burden: teams that install quickly tend to discover months later that inconsistent event names have broken their funnels, and fixing it means a schema migration that cascades through every saved chart and cohort.

Where Arktis fits, and where it does not

Arktis is the tool we build, so weigh this accordingly. It is not a replacement for Amplitude's experimentation or feature flags, and it is not aimed at software product teams. It is an attribution and user journey platform for online stores, and against Amplitude it differs in three ways that matter to a merchant.

It is priced on monthly tracked visitors, so a campaign that triples your traffic for a week does not produce an invoice surprise, and every tier is published: $49, $149 and $349 a month. It captures fbclid and gclid on landing, imports Shopify orders and matches Stripe customers, then reports customer acquisition cost and return on ad spend per campaign with switchable first-touch, last-touch, linear, time-decay and position-based models, which is the question Amplitude was never built to answer. And the session recording of each attributed buyer sits next to the number, gated behind explicit consent, with capture buffered in the browser and discarded unless consent is given, and data hosted in the EU by default.

If you want the same comparison feature by feature, our Arktis vs Amplitude page covers it, and ecommerce attribution software compares ten tools including both. To see it on your own traffic, start the 7-day Growth trial; the tiers are on the pricing page.

How to keep an Amplitude bill down

Four things move the number more than negotiation does. Audit what autocapture sends, because a busy product page can multiply events without adding a question anyone asks. Keep the event taxonomy small and named consistently from day one, since the cleanup later is the expensive part. Sample or trigger session replay rather than recording every session, as replay volume is metered separately from events. And ask for the rate card in writing before signing, including the overage rate and the renewal uplift, because nothing about either is published.

Sources

Amplitude pricing page, accessed 16 September 2026

Amplitude Plus plan, accessed 16 September 2026

Amplitude docs: billing and plans, the tracked-user wording that contradicts the pricing page

Amplitude docs: startup scholarship

Amplitude: Snowflake-native Amplitude

Vendr: Amplitude contract data, median $64,724 based on 416 purchases and 237 deals handled, updated February 2026

Amplitude Q2 2026 earnings call transcript, repricing adoption figures

G2: Amplitude Analytics reviews