Amplitude

The company operates a horizontal B2B SaaS model centred on product and behavioural analytics. It provides a cloud platform (including a warehouse-native option) that ingests or queries customer event data, enables self-service analysis (funnels, retention, cohorts), experimentation (A/B tests, feature flags), and audience segmentation/personalisation, and integrates with data warehouses and marketing tools.

Value is created by enabling product, growth, and data teams to understand user behaviour, test changes, and activate audiences without heavy bespoke engineering or BI work. Revenue is generated from recurring subscriptions on tiered plans, with higher tiers and add-ons unlocking more features, higher usage limits, and enterprise capabilities. Additional value and revenue come from advanced modules (experimentation, audiences/personalisation, warehouse-native analytics) and associated enterprise support and onboarding services.

Amplitude is a US-based software company that provides cloud product and behavioural analytics, experimentation, audience segmentation, and personalisation tools. Its platform helps digital product, growth, marketing, and data teams analyse user behaviour, run experiments, and activate audiences using first-party event data, including warehouse-native deployments.

The company generates revenue primarily through subscription-based, usage-priced SaaS plans with additional paid modules for experimentation, audience activation, and warehouse-native analytics, alongside enterprise contracts and services. Its customers are organisations of various sizes—start-ups, scale-ups, and enterprises—that build and optimise digital products and campaigns, particularly those comparing it with tools such as Google Analytics, Adobe Analytics, Mixpanel, and similar analytics and experimentation platforms.