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Amplitude Pricing 2026: Plans, Costs, and How Billing Really Works
Amplitude has become one of the most popular product analytics platforms for mobile and web applications, but its pricing structure remains one of the most misunderstood aspects of the platform. Unlike straightforward SaaS pricing, Amplitude’s costs depend on event volume, monthly tracked users, data retention needs, and which add-on products you choose. For teams evaluating Amplitude, understanding the true total cost of ownership requires moving beyond the headline pricing tiers and examining how billing actually accumulates month to month.
In 2026, Amplitude’s pricing model continues to center on event-based consumption, but the platform has evolved significantly from earlier years. This guide breaks down each pricing tier, explains the billing mechanics, and provides real-world cost scenarios so you can make an informed decision before committing budget.
Amplitude Pricing Tiers Overview
Amplitude offers four primary pricing tiers: Free (Starter), Plus, Growth, and Enterprise. Each tier includes a base platform with varying feature access, event limits, user limits, and data retention periods. The actual invoice you receive depends heavily on how many events you track and how many monthly tracked users (MTU) you generate.
Starter Plan (Free Tier)
The Starter plan is Amplitude’s entry point and requires no credit card. This tier is designed for individual developers, small teams testing the platform, or nonprofits.
Starter Plan Limits:
- Up to 10 million events per month
- Unlimited monthly tracked users
- 3 months of data retention
- Up to 3 projects
- Access to core analytics features (funnels, retention, segmentation)
- Basic cohort creation (up to 5 cohorts)
- No predictive analytics or A/B testing
- Community support only
What You Get: The Starter plan includes event streaming, user-level analytics, funnel analysis, retention analysis, and basic segmentation. You can create dashboards, set up alerts, and export data to common destinations. However, you cannot access Amplitude Experiment (A/B testing), Amplitude Recommend (product recommendations), or behavioral cohorts beyond the basic 5-cohort limit.
Who It’s For: The Starter plan works well for pre-launch startups, side projects, student projects, or companies testing analytics before investing. If your product generates fewer than 10 million events monthly and you don’t need advanced features, Starter can cover your needs at zero cost.
Data Retention Trade-off: The 3-month retention window means historical analysis becomes limited quickly. For companies needing to track seasonal patterns or year-over-year trends, this becomes restrictive after a few months.
Plus Plan
Plus is Amplitude’s first paid tier, starting at approximately $995 per month when billed annually. This tier targets growing products that have validated product-market fit and need more analytical depth.
Plus Plan Features:
- Base starting price: $995/month (annual billing)
- Event limit: 100 million events per month (included)
- Unlimited monthly tracked users
- 12 months data retention (vs. 3 months on Starter)
- Up to 10 projects
- Advanced segmentation and cohorts (up to 25 cohorts)
- Access to Behavioral Cohorts feature
- Email support (business hours)
- Standard API access
- Amplitude Notebooks (collaborative analysis)
Overage Charges: If you exceed 100 million events monthly, Amplitude charges for overages. Overage pricing typically runs $0.008 to $0.015 per additional event, depending on negotiation. At $0.01 per event, exceeding your 100 million allocation by 50 million events costs an additional $500 that month.
Who It’s For: Plus fits mid-market SaaS products with 50,000 to 500,000 monthly active users generating 20 to 80 million events monthly. Teams needing quarterly and annual trend analysis benefit from 12-month retention. The per-project limit of 10 allows separate analytics for product variants or different applications.
Value at This Tier: Plus provides the first meaningful jump in data retention and cohort sophistication. The Behavioral Cohorts feature allows you to build recurring audiences based on user actions, critical for product managers running retention initiatives. At roughly $12,000 annually, Plus remains affordable for growing companies.
Growth Plan
Growth represents Amplitude’s premium tier for scaling companies, typically priced between $2,900 and $5,000 per month depending on event volume and contract terms.
Growth Plan Features:
- Base starting price: $2,900+/month (varies by commitment)
- Event limit: 500 million events per month (included)
- Unlimited monthly tracked users
- 36 months data retention
- Unlimited projects
- Unlimited cohorts and advanced audience building
- Predictive Analytics (LTV prediction, churn prediction)
- Advanced data governance and user privacy controls
- Priority email and Slack support
- Dedicated customer success manager (typically at higher commitments)
- Access to Amplitude Experiment at discounted add-on rate
- API rate limits: 10 requests per second (vs. 1 req/sec on Plus)
Typical Growth Costs: A company tracking 250 million events monthly sits comfortably within Growth allocation. At $3,500/month ($42,000 annually), Growth remains economical. If you exceed 500 million events, overage charges ($0.01-$0.012 per event) apply to the excess.
Predictive Analytics Value: The inclusion of Predictive Analytics is Growth’s most valuable differentiator. LTV prediction identifies high-value users before they churn. Churn prediction flags users likely to leave, enabling proactive retention campaigns. These insights often justify the tier upgrade alone for retention-focused products.
Who It’s For: Growth targets companies with 500,000 to 5 million monthly active users, product teams with 5+ analysts, and companies running serious retention and monetization initiatives. The 36-month retention enables sophisticated cohort analysis and seasonal pattern detection. Dedicated customer success support becomes valuable at this scale.
Enterprise Plan
Enterprise pricing is custom and negotiated directly with Amplitude’s sales team. Typical Enterprise contracts range from $8,000 to $50,000+ monthly depending on event volume, annual commitment, and included services.
Enterprise Plan Includes:
- Custom event allocation (typically 1+ billion events monthly)
- Unlimited data retention
- Unlimited cohorts, projects, and users
- Advanced data governance and compliance (HIPAA, SOC 2 Type II)
- Dedicated account team (customer success, technical)
- Priority support (phone, Slack, on-call options)
- Training and onboarding services
- Access to all add-on products (Experiment, Recommend, at negotiated rates)
- Advanced APIs and webhooks
- SSO and advanced permission controls
- Custom SLA agreements
- Quarterly business reviews with leadership
Enterprise Negotiation Factors: Enterprise pricing depends on annual event volume commitment, contract length (typically 1-3 years), and competitive pressure. A company committing to 2 billion events annually might negotiate $15,000/month. The same company with negotiating leverage might achieve $12,000/month with multi-year commitment.
Who It’s For: Enterprise suits companies with 5+ million monthly active users, established analytics teams of 10+ people, companies requiring compliance certifications, and organizations consolidating multiple analytics platforms. The unlimited data retention and dedicated support justify costs for data-driven enterprises.
Understanding Amplitude’s Event-Based Billing Model
Amplitude’s pricing hinges on events—discrete actions users take within your product. Every page view, button click, feature usage, and custom action counts as an event. Understanding event architecture directly impacts your bill.
What Counts as an Event: A single user logging in generates 1 event. That same user viewing 3 pages generates 3 more events. If 10,000 users each log in and view 2 pages daily, that’s 30,000 events daily or roughly 900,000 events monthly. At scale, this compounds quickly.
Monthly Tracked Users (MTU) vs. Events: Amplitude primarily charges on events, but MTU matters for tier selection. MTU represents unique users who generated at least one event in a calendar month. A product with 100,000 monthly active users generating 5 events per user monthly = 500,000 events. The same product with users generating 50 events monthly = 5 million events. Both have identical MTU (100,000) but vastly different event counts.
Data Retention Costs: Longer retention (36 months on Growth vs. 12 months on Plus) isn’t explicitly line-item charged, but factors into tier pricing. Retaining 3 years of data requires infrastructure Amplitude bills into higher tiers. If you only need 6 months of data, you’re paying for capacity you don’t use.
Event Bloat Risks: Many teams track events inefficiently. Tracking every keystroke, mouse movement, or UI interaction inflates event volume unnecessarily. A poorly designed tracking plan generates 10x the events needed for the same insights. This transforms a $1,000/month bill into $10,000/month for identical analytical value.
Feature Availability Across Tiers
Feature access varies significantly by tier. Understanding what you lose at lower tiers helps justify tier selection.
Core Analytics (Available on all tiers): Event segmentation, user profiles, funnel analysis, retention curves, custom dashboards, and basic alerts appear on every paid tier.
Behavioral Cohorts: Available on Plus and above, Behavioral Cohorts let you build audiences based on user actions. This enables “users who completed checkout but didn’t purchase” or “power users with 10+ sessions” segmentation. On Starter, you’re limited to basic cohorts.
Predictive Analytics: Growth tier and above unlock predictive features. LTV prediction segments users by lifetime value trajectory. Churn prediction identifies at-risk users. These require machine learning capabilities Amplitude layers on top, justifying Growth’s premium.
Personas (Add-on Product): Amplitude Personas builds unified customer profiles across events, user properties, and external data. Personas pricing starts around $2,000/month and stacks on top of your base platform cost.
Experiment (A/B Testing): Amplitude Experiment is a separate product starting at $500/month on Plus, $1,000/month on Growth, and negotiated on Enterprise. If you need A/B testing, budget this as an add-on line item.
Recommend: Amplitude Recommend provides personalization recommendations. Pricing ranges $2,000-$5,000/month depending on traffic volume. Another separate add-on to consider.
Real-World Pricing Scenarios
Small SaaS (50,000 Monthly Active Users): A 50,000 MAU B2B SaaS product with moderate feature usage generates roughly 20-30 million events monthly. This fits comfortably on the Plus plan at $995/month ($11,940 annually). If you add Experiment for A/B testing, add $500/month. Total annual cost: ~$18,000. This tier provides sufficient analytics depth without overpaying for unused capacity.
Growing Marketplace (500,000 Monthly Active Users): A 500,000 MAU marketplace with high user engagement generates 150-250 million events monthly. This sits between Plus and Growth. At Plus tier, you’d immediately hit overage charges (exceeding 100M allocation by 50-150M events = $500-$1,500/month in overages). Moving to Growth at $3,500/month eliminates overages and provides better support. Add $1,000/month for Experiment and $3,000/month for Personas. Total annual cost: $75,000+. Growth becomes justified by avoiding overages and gaining team capabilities.
Enterprise B2C (2 Million+ Monthly Active Users): A 2 million MAU consumer product generates 800 million to 2+ billion events monthly. This clearly requires Enterprise. Negotiated pricing might land at $15,000/month base. Add Experiment ($2,000/month), Recommend ($3,000/month), and Personas ($2,000/month). Total annual cost: $312,000. At this scale, dedicated customer success, priority support, and compliance features justify premium pricing.
Add-On Products and Hidden Costs
Amplitude’s base platform pricing is just the beginning. Most organizations accumulate add-ons:
Amplitude Experiment (A/B Testing): Starting at $500/month minimum, Experiment enables statistical testing. For product teams running 5+ concurrent experiments, this becomes essential. The standalone cost stacks on your base platform bill.
Amplitude Personas (Customer Data Platform): Unified user profiles cost $2,000-$5,000/month depending on data volume. Personas enables real-time audience activation, critical for personalization at scale. Many Growth-tier customers add this.
Implementation Services: Amplitude charges $200-$250/hour for implementation services. Setting up proper event tracking, data pipelines, and integrations often requires 20-40 hours of professional services ($4,000-$10,000+).
Training and Onboarding: Standard onboarding is included, but advanced training runs $5,000-$15,000 depending on team size and depth.
Support Tier Upgrades: Moving from email support to 24/7 phone support with dedicated technical contacts adds $1,000-$3,000/month on Enterprise contracts.
Amplitude vs. Competitors: Pricing Comparison
Amplitude vs. Mixpanel: Mixpanel’s base pricing starts similarly ($999/month on Starter Growth), but Mixpanel emphasizes MTU-based pricing on some tiers while Amplitude emphasizes events. For a 100,000 MAU product, Mixpanel’s event-based tier matches Amplitude closely. On user-heavy products with low engagement, Mixpanel can be more expensive. Overall pricing is comparable, with both charging $12,000-$50,000 annually for mid-market customers.
Amplitude vs. PostHog: PostHog is notably cheaper. PostHog’s pricing caps at $1,500/month base (~$18,000 annually) for unlimited events and unlimited data retention on their Cloud tier. For a company spending $36,000 annually on Growth tier Amplitude, PostHog might cost $18,000. PostHog sacrifices some polish and customer support compared to Amplitude but delivers similar core analytics. PostHog wins on cost efficiency for budget-constrained teams.
Amplitude vs. Heap: Heap is event-based but targets larger enterprises. Heap’s entry pricing starts around $1,200/month, comparable to Amplitude Plus. Heap’s strength is automatic event tracking (no code implementation), but this often inflates event volume, causing higher costs on larger tiers. Amplitude typically costs less for companies controlling their tracking architecture.
Amplitude vs. Google Analytics 4: GA4 is free for standard usage
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