Amplitude vs FullStory
Side-by-side comparison · Updated 2026-03-30
Our Verdict
Neither tool wins outright — both score 4.5/5. Your team size and delivery methodology will be the tiebreaker.
Choose Amplitude if…
Choose Amplitude if your team focuses on product analytics and user behavior analysis and fits a startup, scaleup profile. Free tier available. Best-in-class behavioral analytics with powerful event segmentation, funnel analysis, and retention charts that go far deeper than Google Analytics
Choose FullStory if…
Choose FullStory if your team focuses on session replay and user behavior analysis and fits a startup, scaleup profile. Free tier available. Best-in-class autocapture technology — captures every click, scroll, and interaction without manual event tagging, enabling retroactive analysis on historical data
Feature Comparison
Pros & Cons
Amplitude
Pros
✓ Best-in-class behavioral analytics with powerful event segmentation, funnel analysis, and retention charts that go far deeper than Google Analytics
✓ Generous free Starter plan with up to 50,000 MTUs — enough for many early-stage startups to use without paying
✓ AI-powered natural language querying (Ask Amplitude) enables non-technical PMs and stakeholders to get insights without writing queries
✓ Built-in experimentation platform (Amplitude Experiment) with feature flags and A/B testing tightly integrated with analytics data
Cons
✗ Pricing can escalate quickly at scale — MTU-based pricing becomes expensive for high-traffic consumer products with millions of users
✗ Initial instrumentation and event taxonomy setup requires significant engineering effort to get meaningful data flowing
✗ Advanced features like data governance, SSO/SAML, and group analytics are locked behind Growth and Enterprise tiers
FullStory
Pros
✓ Best-in-class autocapture technology — captures every click, scroll, and interaction without manual event tagging, enabling retroactive analysis on historical data
✓ Frustration signals (rage clicks, dead clicks, error clicks) surface UX problems automatically, saving PMs hours of manual session review
✓ Powerful search and segmentation — find specific user sessions by any combination of events, user properties, or frustration signals in seconds
✓ Strong privacy-by-design approach with automatic PII masking, excluded elements, and HIPAA-compliant configurations for regulated industries
Cons
✗ No transparent public pricing — Business and Enterprise plans require contacting sales, making budgeting difficult for smaller teams
✗ Session-based pricing can become very expensive at scale, especially for high-traffic consumer products with millions of monthly sessions
✗ Data retention on lower tiers is limited — teams may lose access to historical sessions unless on Enterprise plans
Frequently Asked Questions
Data verified 2026-03-30. Some links may be affiliate links — see disclosure.