FullStory vs Amplitude

Quote on request

Free tier available

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

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

Free plan with limited monthly sessions.

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

Widely used

FullStory · since 2014

Category standard

Amplitude · since 2012

• 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.

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

• 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.

• 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.

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

Product teams that need rigorous behavioural analysis over time.