Amplitude vs FullStory

Free tier available

Quote on request

Paid plans are quote-based on monthly tracked users and events; enterprise contracts are substantial.

Quote-based annual contracts priced by session volume. Among the more expensive tools in the category.

Free plan with a monthly event allowance suitable for early-stage products.

Free plan with limited monthly sessions.

Category standard

Amplitude · since 2012

Widely used

FullStory · since 2014

• The deepest retention and cohort analysis in mainstream product analytics.
• Good free tier for early-stage products.
• Strong data-governance tooling for event taxonomy.

• Retroactive analysis is a genuine capability difference, not a marketing angle.
• Excellent search: find the eleven sessions where a specific error occurred in checkout.
• Strong privacy controls with element-level exclusion rules.

• Requires deliberate event instrumentation — nothing works without it.
• Enterprise pricing rises steeply with tracked users.
• Replay and experimentation are newer and less mature than the analytics core.

• Expensive, with opaque quote-based pricing.
• Capturing everything raises data-governance questions that need answering up front.
• Meaningful learning curve to use the search language well.

Product teams that need rigorous behavioural analysis over time.

Product and support organisations that need to investigate specific user problems in depth.