Amplitude Acquires Kraftful to Power Customer-First Product Building

One of the best parts of my job at Amplitude is talking with product and marketing teams about how they build, learn, and improve. A theme that always comes up is the importance of customer understanding—not just what they do in a product, but why they do it. When teams can answer both of those questions, they can create experiences that truly delight.

That belief is at the core of our mission: to help companies build better products. Today, we’re taking a big step forward. Amplitude is acquiring Kraftful, an AI-native Voice of Customer (VoC) startup.

From noise to clarity: Kraftful’s advantage

Kraftful has built something remarkable. They’ve developed AI-powered capabilities that take the messy, unstructured world of user feedback—support tickets, app reviews, customer calls, online chatter—and turn it into clear, actionable insights. Imagine being able to instantly cut through countless pieces of user feedback and identify your top feature requests, see what’s frustrating users in their own words, and uncover problems you didn’t know existed. That’s the magic Kraftful brings.

Making our platform better together

This is the perfect complement to what Amplitude already does best. For more than 13 years, we’ve helped teams understand exactly what users are doing in their product—what they like, where they’re getting stuck, and what keeps them coming back. But often the harder question is why they’re doing it or how they felt using your product. We started to answer this question with the launch of Session Replay last year, but Kraftful will take Amplitude’s capabilities to the next level.

By integrating Kraftful’s capabilities directly into Amplitude, we’re combining the power of quantitative user behavioral data and qualitative user feedback. You won’t just see that users are dropping off at checkout—you’ll be able to watch session replays, hear users’ own words describing their frustration, run experiments to fix it, and send targeted surveys to see if the problem is resolved. All in a single platform. No more jumping between tools or losing context.

This matters because speed and empathy are everything in product development. When teams can quickly understand pain points, test solutions, and validate them with users, they don’t just ship faster, they ship better. They build experiences people love. And they see outcomes like higher NPS, better retention, and stronger adoption.

We’re also excited about Kraftful’s approach to AI. Their proprietary LLM technology is purpose-built for product teams and a natural fit with Amplitude’s own AI investments. It will set up Amplitude to offer more powerful AI Agents, automated insights, and personalization.

At the heart of this acquisition is a shared philosophy: great products start with listening. Yana Welinder and the Kraftful team share our deep commitment to helping teams build products users love. I’m thrilled they’re joining us on this journey.