Amplitude's Vision for 2025: Building a Self-Improving, Unified Digital Analytics Platform

Amplitude expands platform, bridging Product and Marketing with AI-driven solutions.

Moving Beyond Product Analytics to Meet the Demands of Digital Teams

During a recent analyst briefing, Amplitude shared its vision for a future where technology continuously optimizes itself based on user behavior and data powered by AI. Amplitude is expanding its offering from a product-focused analytics tool to a broader platform designed to serve both product and marketing teams. The company outlined a roadmap that includes improved analytics, experimentation, and engagement features integrated into a unified interface. These updates are designed to address challenges related to disconnected workflows and fragmented tool sets across digital teams, improving the ability for teams to personalize and convert at scale.

During the briefing, Amplitude shared the following announcements about their product:

1. Unified Product and Marketing Analytics: Capitalize on a Growing Market Trend

Traditionally, marketing and product groups have had separate tools and data that they only occasionally shared with each other. In an ideal scenario, these groups would work together, as the customer journey does not stop as soon as a product is purchased. Amplitude introduced updates that are intended to bridge product and marketing workflows and remove the need for additional software. The platform now includes tools for campaign and e-commerce analytics, including event tracking from ad click through to in-product feature engagement. This helps teams deliver optimized user experiences from acquisition to retention.

Amplitude is capitalizing on a growing market need: the integration of product and marketing data into a single view of the customer journey. Whether a team is analyzing acquisition campaigns or identifying why users churn during onboarding, Amplitude’s goal is to support these workflows with a single shared data set, a unified taxonomy, and real-time dashboards.

Amplitude shared that its digital analytics focus is built on a common fabric of experience, data, and AI-driven workflows across three layers.

Source: Amplitude Digital Analytics Platform, 2025

The foundational layer focuses on data privacy and security, data governance, and secure data warehousing in platforms such as AWS, Google, and Snowflake.

The second layer is built to deliver insights with analytics and a Session Replay feature that allow users to get to the right answer faster.

The top layer allows teams to take action through web and feature experimentation (e.g. which color here performs better or which package would perform better) and enables in-app engagement with custom guides and surveys.

The integration of experience platforms like Braze and HubSpot within the Amplitude ecosystem is designed to boost analytical capabilities. Instead of replacing current systems, this model provides businesses with tools to scale their operations, comprehend customer needs, and deliver better data-driven experiences.

2. Predictive Cohort Creation for Personalization at Scale

Amplitude reported several AI capabilities intended to support faster decision-making and root cause analysis. One upcoming feature, Amplitude Agent, is expected to allow users to monitor metrics, detect anomalies, and simulate optimizations. Amplitude reports that it can produce AI-generated session summaries and predictive cohorts. This would allow marketers and product leaders to quickly segment audiences, refine the user experience, and improve conversions at scale.

Amplitude states that these tools are embedded directly into core workflows such as funnels and experiments. Future plans for the product include the orchestration of multiple agents and synthetic testing capabilities.

3. Unlock Customer Insights and Optimization With Session Replay

Quickly identifying friction points and understanding how customers navigate a website is crucial in improving the user experience and optimizing conversions. Amplitude reports that it is enhancing these capabilities by integrating:

• Session Replay embedded within analytics views.
• In-app feedback, guides, and surveys.
• Visual web experimentation with a no-code interface.

Amplitude’s platform now enables teams to go from insight to intervention in a few clicks. It reports that no third-party connections are required.

4. Real-Time, Contextual, and Personalized Customer Engagement

Amplitude shared its approach to contextual personalization, which focuses on behavioral signals rather than static profile data. The platform enables segmentation and targeting based on real-time usage patterns.

These capabilities allow users to:

• Launch feedback or guidance based on user frustration.
• Export cohorts to external tools like Braze or HubSpot.
• Tailor experiments to behavioral groups.

Amplitude suggests that this will ease onboarding, retention, and monetization efforts.

5. An Expanded Partner Ecosystem Means More Integrations

Amplitude isn’t trying to replace your stack. It wants to power it, but that also means it will incur an additional cost. It reports over 130 integrations across data, engagement, and experimentation platforms. Amplitude emphasized an open API model to support flexible data flow and reduce friction in broader tech environments. Its open API approach purportedly supports easy embedding, bidirectional syncing, and scalable orchestration, including:

• Integrations with Snowflake, Redshift, BigQuery, Braze, Segment, HubSpot, and Salesforce.
• Data integration across ads, CRMs, and downstream tools.
• Expanded partner ecosystem with agencies, SI firms, and CDP vendors to accelerate time to value.

6. Strong Member Community

A community that is engaged and strong is a rarity, and it was good to see that Amplitude has 20,000 active community members. Amplitude gives the community early access to new features, like guides and surveys, and gathers valuable input from them. The community includes various programs like wizard bars, user groups, boot camps, and support forums, aiming to ensure users are activated and see value from the platform quickly.

Limitations and Considerations

Although the platform now includes enterprise-grade features, smaller organizations may find the full implementation process resource-intensive. Teams seeking lightweight solutions for A/B testing or web analytics may prefer more specialized alternatives.

Our Take

Amplitude is evolving beyond its roots as a product analytics tool. Its shift toward teams looking to use a consolidated tool to gain a unified view of customer behavior across platforms and across the entire journey means it may appeal to companies looking to improve their customer experience across the funnel. Amplitude is priced for adoption by businesses of various sizes, which is a good strategy as companies can grow with the platform or enter as an enterprise.

We especially appreciate Amplitude’s eye toward being proactive rather than reactive and their focus on serving as a true digital analytics tool. Amplitude's strategy to integrate product and marketing insights establishes its position as a leading entity in digital analytics. This approach transcends traditional product-only analytics, extending into comprehensive digital experience optimization. No longer confined to just product teams, Amplitude is trying to redefine how companies use its software and unify the customer experience from start to finish. Amplitude delivers a single view of customers that promises to align Product and Marketing. If your organization is looking to unify its product and experience analytics across product and marketing teams, Amplitude should be at the top of your consideration list.

References

“Amplitude Analyst Summit 2025 With Info-Tech Research Group.”

“Amplitude Announces Expanded Platform for Unified Product and Marketing Analytics.” Business Wire, Feb. 2025.

“SoftwareReviews Amplitude Analytics.” SoftwareReviews, n.d.

“SoftwareReviews Web Analytics Data Quadrant 2024.” SoftwareReviews.

“Amplitude Introduces AI Agents for Proactive Digital Optimization.” Amplitude Blog, Mar. 2025.

“Amplitude Pricing and Packaging Updates.” Amplitude, Nov. 2023.

“Amplitude Integration Ecosystem Portal.” Amplitude Developer Hub, n.d.