Amplitude quadruples Plus plan behavioral cohorts from 5 to 20 per org
What happened
Between the Apr 27, 2026 and May 4, 2026 captures of Amplitude's pricing page, Pulse recorded one change: Behavioral cohorts limit for Plus plan increased from 5 per organization to 20 per organization, giving Plus customers 4x more cohorts. Pulse files it as a packaging change (limit increase) with an upward direction.
It lands 32 days after Amplitude's previous change, "Amplitude drops tiered plan framing for unified feature display" (Apr 2, 2026). Before that Pulse recorded "Amplitude adds AI Agents & MCP feature across all plan tiers" (Mar 16, 2026), "Amplitude drops 30% off promo, retargets Starter for solo users" (Feb 23, 2026) and "Amplitude slashes Plus Annual plan 30% off for new users" (Feb 16, 2026). Amplitude has been tracked since 2023-11-14.
In the same window Segment, Hotjar, Microsoft, Mixpanel and Fullstory also changed their Data & Analytics pricing pages. Those moves are listed further down, and the Pulse Agent can compare them side by side.
- Plus · Limit+300%5 per organization20 per organization
| Plan | Field | Before | After | Change |
|---|---|---|---|---|
| Plus | Limit | 5 per organization | 20 per organization | +300% |
Values as written on Amplitude's public pricing page in the two captures Pulse compared; where the page states no number, the cells give the wording before and after.
Evidence
The two captures Pulse comparedFull-page captures of Amplitude's pricing page (amplitude.com) from Apr 27, 2026 and May 4, 2026; the change is marked around the middle of the page, where plus limit reads 5 per organization and then 20 per organization.
Sign in to see the evidence
The two full-page captures with this change marked up are free with an account.
Amplitude, the last 90 days
Full history- Jul 6, 2026packagingAmplitude ditches MTU pricing for event-based model, adds AI Agents to all tiers
- Jul 2, 2026packagingAmplitude: Starter events 10M->2M + new Zoning Insights/AI Assistant
- Jun 1, 2026improvedAmplitude launches Zoning Insights with AI recommendations and exports
- May 4, 2026improvedAmplitude quadruples Plus plan behavioral cohorts from 5 to 20 per org · this change
- Apr 2, 2026packagingAmplitude drops tiered plan framing for unified feature display
- Mar 16, 2026improvedAmplitude adds AI Agents & MCP feature across all plan tiers
- Feb 23, 2026packagingAmplitude drops 30% off promo, retargets Starter for solo users
- Feb 16, 2026packagingAmplitude slashes Plus Annual plan 30% off for new users
- Feb 9, 2026packagingAmplitude repositions Starter plan to emphasize 'No credit card required'
Across Data & Analytics in the same window
All Data & Analytics changes- SegmentApr 21Segment renames plans: Connections replaces Customer Data Pipeline card
- HotjarApr 13Hotjar redirects users to Contentsquare, signals full platform merger
- MicrosoftApr 7Microsoft Copilot softens AI usage promises, tightens renewal terms
- MixpanelApr 1Mixpanel Repositions Free and Growth Plans Around Self-Serve Analytics
- FullstoryFeb 23Fullstory launches Guides and Surveys add-on for product adoption
Questions about this change
Did Amplitude raise prices in May 2026?
No list-price increase was recorded between Apr 27, 2026 and May 4, 2026. The change Pulse detected was a packaging change: limit increase.
What changed on Amplitude's pricing page between Apr 27, 2026 and May 4, 2026?
Plus limit: 5 per organization → 20 per organization (+300%). Pulse compared the captures it took on Apr 27, 2026 and May 4, 2026; the before/after table above lists each item as written on the page.
How often does Amplitude change its pricing?
Pulse recorded 5 other pricing-page changes for Amplitude in the 90 days before this one; the previous change was "Amplitude drops tiered plan framing for unified feature display" on Apr 2, 2026; Amplitude has been tracked since 2023-11-14.