Product analytics and experiments

Amplitude Experiment review (2026), pros, cons and pricing

Amplitude Experiment brings feature flags, code-based experiments and a visual web editor into Amplitude's analytics platform, with sequential testing by default and an AI agent, still in development, that drafts web variants. Free and Plus allow only one active experiment of each type, so a real testing program ends up on custom-priced Growth or Enterprise.

What it is: Amplitude Experiment is Amplitude's A/B testing product, split into Feature Experimentation for code-based tests and Web Experimentation with a visual editor, both built on Amplitude analytics.
Best for: Product and growth teams already on Amplitude analytics who want experiments that use the same events, cohorts and metrics.
Price: Free plan, paid plans vary
Free plan or trial: Free plan
Company founded: 2012
Founders: Spenser Skates, Curtis Liu and Jeffrey Wang (Y Combinator W12)
Public listing: Nasdaq: AMPL
Customers: 5,200+, including 30 of the Fortune 100, by its own count
Statsig: Amplitude took on Statsig's brand, customers and platform on May 5, 2026
Experiment customers named on its site: Calm, Brainly, Super.com, Rebuy

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.

Pros and cons

What Amplitude Experiment does well

Experiments use the same events, cohorts and identity resolution as Amplitude analytics.
It covers both kinds of test, with Feature Experimentation for code-based tests on client or server and Web Experimentation for point-and-click edits.
Sequential testing by default, with T-test, Bayesian, bandits and CUPED available.
The Free plan includes 2M events a month, unlimited feature flags and one active experiment of each type.
The Website Conversion Agent picks pages, proposes strategies and creates variants for web experiments.
Startups with under $10M in funding and fewer than 20 employees can get a free year of Growth.

Where it falls short

Tight experiment caps. Free and Plus allow 1 active feature and 1 active web experiment, and Growth and Enterprise allow 2 of each without an add-on.
Growth, Enterprise and add-on prices aren't published. Add-ons are priced as a percentage of your platform plan.
The Stripe source only records events after you set up its webhook, and needs your user ID in Stripe metadata to attribute revenue correctly.
The Website Conversion Agent is under active development, and you still launch each experiment yourself.
Amplitude now also owns Statsig and says it's building an integrated roadmap for both, so expect the experimentation products to change.

Outtest vs Amplitude Experiment

Amplitude Experiment is built for teams that already measure their product in Amplitude. Feature Experimentation runs code-based tests on the client or server, Web Experimentation adds a visual editor for site changes, and both read results from Amplitude events with sequential testing by default. Its Website Conversion Agent can propose strategies and create web variants, though you launch them yourself.

Outtest runs the whole loop with AI agents. They read your analytics and payment data, find where you lose the most money, build the new version, run the test and call the winner on revenue per visitor from your payment tool. That includes pricing, trial and cancel flow tests, and Meta ad and SEO tests are coming soon. It costs from $29 a month for 3 tests and can read Amplitude as one of its analytics sources. Outtest is new. Amplitude is a public company founded in 2012.

	Outtest	Amplitude Experiment
Best for	Founders and small teams who want tests run for them and judged on real revenue, without a CRO specialist.	Product and growth teams already on Amplitude analytics who want experiments that use the same events, cohorts and metrics.
Price	From $29/month (3 tests a month). 20% off yearly.	Every Amplitude plan includes experimentation. Free covers 2M events a month with 1 active feature experiment and 1 active web experiment. Plus starts at $0 and scales with event volume. Growth and Enterprise are custom, with 2 active experiments of each type and add-ons for more.
Free plan or trial	No free plan or trial	Free plan
AI builds the test versions	Yes	Yes
Judges tests on revenue from your payment tool	Yes	Partly
Visual editor	No	Yes
Server-side tests	Partly	Yes
Stats engine	Bayesian, on revenue per visitor	Both (sequential testing by default, with T-test, Bayesian and Thompson sampling options, plus CUPED)
Payment integrations	Stripe, Shopify, Paddle, Lemon Squeezy, Dodo Payments, Creem, RevenueCat, Chargebee	Stripe, Shopify, RevenueCat, Adapty, Apphud, Nami

Pick Amplitude Experiment if

Your team already uses Amplitude analytics and wants experiments on the same events and cohorts.
You need code-based product experiments and visual web experiments from one vendor.
You want sequential testing, CUPED, bandits and holdouts, and can pay for Growth or Enterprise add-ons.
You qualify for the startup scholarship and a free year of Growth.
You test inside a mobile or web app where analytics depth matters more than speed of setup.

Pick Outtest if

You want more than one or two tests live at a time without negotiating an add-on.
You want revenue per visitor from Stripe, Paddle, Shopify or another payment tool as the default metric, without adding user IDs to Stripe metadata.
You want agents that plan, build and call tests for you, with every test held for your approval before it goes live.
You want to test pricing, trial length and cancel flows, not only on-page edits.

The verdict. Amplitude Experiment is a good choice if Amplitude is already your analytics system and you want experiments on the same data, especially with the startup scholarship or a Growth contract that lifts the experiment caps. Outtest fits better if you want many revenue-judged tests on marketing and pricing surfaces run for you at a flat price per test. The two can work together, since Outtest can read your Amplitude data.

Questions people ask

Is Amplitude Experiment free?+

Yes, with limits. The Free plan includes 2M events a month, unlimited feature flags, and 1 active feature experiment plus 1 active web experiment, with no card and no time limit.

How many experiments can I run on Amplitude?+

Free and Plus allow 1 active feature experiment and 1 active web experiment. Growth and Enterprise allow 2 of each, and an add-on lifts the limit.

What statistics does Amplitude Experiment use?+

Sequential testing is the default, with a 95% confidence level and Bonferroni correction. You can switch to a T-test, Bayesian analysis or Thompson sampling, and turn on CUPED.

Does Amplitude Experiment have a visual editor?+

Yes. Web Experimentation has a point-and-click editor for text, images and styles, plus full-page tests across matching URLs. The custom code editor needs Growth or Enterprise.

What happened between Amplitude and Statsig?+

On May 5, 2026 Amplitude announced a strategic partnership under which it took on Statsig's brand, customers and platform, and said it will keep developing Statsig while building a more integrated roadmap. Statsig's original team stayed at OpenAI, which had agreed to acquire Statsig in September 2025.

Amplitude Experiment pricing Amplitude Experiment alternatives

Sources

Checked on 28 September 2026 from Amplitude Experiment's own pages. Prices and features change; check Amplitude Experiment's site before you buy.

Let Outtest run your split tests

AI agents read your analytics and payments, find where you lose the most money, build the fix and test it. Every test is judged on revenue, not clicks. Plans from $29 a month.

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