Amplitude ditches MTU pricing for event-based model, adds AI Agents to all tiers
What happened
Between the Jun 29, 2026 and Jul 6, 2026 captures of Amplitude's pricing page, Pulse recorded 3 changes: Plus plan's maximum event allowance increased from 25M events (or 300K MTUs) to 70M events as Amplitude shifted from MTU-based to event-based capacity limits; Starter renamed to Free; Plus moved from a fixed $49/mo MTU-based tier to a $0-starting event-based model (2M included, scale to 70M). MTU slider calculator replaced by event-volume comparison chart; AI Agents and MCP added to every plan tier (Free, Plus, Growth, Enterprise); Free's 'Unlimited feature flags' and 'Web Experimentation' items replaced with 'Limited Experiments, Guides & Surveys'. Pulse files it as a packaging change (limit increase, package change, feature change) with an upward direction.
It lands 3 days after Amplitude's previous change, "Amplitude: Starter events 10M->2M + new Zoning Insights/AI Assistant" (Jul 2, 2026). Before that Pulse recorded "Amplitude launches Zoning Insights with AI recommendations and exports" (Jun 1, 2026) and "Amplitude quadruples Plus plan behavioral cohorts from 5 to 20 per org" (May 4, 2026). Amplitude has been tracked since 2023-11-14.
In the same window Microsoft, Mixpanel, Hotjar and Segment also changed their Data & Analytics pricing pages. Those moves are listed further down, and the Pulse Agent can compare them side by side.
- Plus · LimitChanged
BeforeMTU-based
Afterevent-based capacity limits
- Plus · PackagingRenamedStarterFree
- Plus, Growth, Enterprise · FeatureAddedNot listedAI Agents and MCP
| Plan | Field | Before | After | Change |
|---|---|---|---|---|
| Plus | Limit | MTU-based | event-based capacity limits | Changed |
| Plus | Packaging | Starter | Free | Renamed |
| Plus, Growth, Enterprise | Feature | Not listed | AI Agents and MCP | Added |
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 Jun 29, 2026 and Jul 6, 2026; the change is marked near the top of the page, where "MTU-based" becomes "event-based capacity limits".
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The two full-page captures with this change marked up are free with an account.
Amplitude, the last 90 days
Full history- Sep 9, 2026packagingAmplitude drops per-plan AI Visibility prompt quotas from pricing cards
- Jul 13, 2026packagingAmplitude: Growth/Enterprise shift to event-based pricing (was unlimited MTU)
- Jul 6, 2026packagingAmplitude ditches MTU pricing for event-based model, adds AI Agents to all tiers · this change
- 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
Across Data & Analytics in the same window
All Data & Analytics changes- MicrosoftJul 6Microsoft Copilot bundles Business Premium, Standard plans with Copilot access
- MixpanelJul 3Mixpanel: Spark AI query builder replaced by Mixpanel Agent
- HotjarJul 3Hotjar (Contentsquare): Growth/Pro project limits increased
- SegmentJun 2Segment renames plans to Customer Data Pipeline and Platform
Questions about this change
Did Amplitude raise prices in July 2026?
No list-price increase was recorded between Jun 29, 2026 and Jul 6, 2026. The change Pulse detected was a packaging change: limit increase, package change, feature change.
What changed on Amplitude's pricing page between Jun 29, 2026 and Jul 6, 2026?
Plus limit: MTU-based → event-based capacity limits, changed; Plus packaging: Starter → Free, renamed; Plus, Growth, Enterprise feature: Not listed → AI Agents and MCP, added. Pulse compared the captures it took on Jun 29, 2026 and Jul 6, 2026; the before/after table above lists each item as written on the page.
How often does Amplitude change its pricing?
Pulse recorded 3 other pricing-page changes for Amplitude in the 90 days before this one; the previous change was "Amplitude: Starter events 10M->2M + new Zoning Insights/AI Assistant" on Jul 2, 2026; Amplitude has been tracked since 2023-11-14.