Amplitude Experiment review

What it is

Amplitude is a public product analytics company founded in 2012 by Spenser Skates, Curtis Liu and Jeffrey Wang, and it says it has more than 5,200 customers. Experiment comes in two parts. Feature Experimentation runs tests through feature flags, deployed client-side or server-side. Web Experimentation lets marketers and product teams edit text, swap images and restyle elements with a point-and-click editor, or test full-page changes across matching URLs. Web experiments use the Amplitude Browser SDK to send exposure and interaction data to Amplitude.

On May 5, 2026 Amplitude also took on Statsig's brand, customers and platform, and said it will build a more integrated roadmap for the two. If you're choosing between Amplitude Experiment and Statsig, ask how that roadmap affects each.

Stats and metrics

Sequential testing is the default. It analyzes results as data comes in instead of only at a fixed sample size, with a 95% confidence level and Bonferroni correction for multiple comparisons. You can switch to a T-test, a Bayesian analysis or Thompson sampling bandits, and CUPED is optional.

Metrics come from Amplitude events. Custom metrics support the sum or average of a property value, which is how you'd measure revenue per user. Aggregated metrics, precomputed in a data warehouse, can be imported too. Amplitude's own guidance warns against defaulting to revenue when a variant changes something several steps away from it.

Revenue

Amplitude has a Stripe source that receives revenue events, including charges, refunds, invoices, payment intents and checkout sessions, by webhook. It only records events after you set it up, with no backfill, and you need to put amplitude_id or user_id in Stripe metadata so payments match the right user. Once those events arrive you can build a revenue metric on them. Amplitude's integrations page also lists Shopify, RevenueCat, Adapty, Apphud and Nami.

AI

The Website Conversion Agent helps pick high-impact pages, set goals, generate test strategies and create variants for the strategy you choose. You start each experiment yourself from the Experiment view. Amplitude warns that the agent is under active development and strategy quality may vary.

Plan limits

Every plan includes experimentation, but active experiments are capped. Free and Plus allow 1 active feature experiment and 1 active web experiment. Growth and Enterprise allow 2 of each, with an add-on for more. Mutual exclusion groups, holdouts and bandits are add-ons on Growth and Enterprise, and the custom code editor for web experiments needs Growth or Enterprise.

Who it suits

Amplitude Experiment suits teams that already run analytics in Amplitude and want tests on the same events and cohorts. Calm and Brainly are among the customers on its Experiment page. Small teams can start free, but the one-test limit on Free and Plus means a steady testing program usually needs a Growth contract or the startup scholarship.