Amplitude: Growth/Enterprise shift to event-based pricing (was unlimited MTU)
What happened
Between the Jul 6, 2026 and Jul 13, 2026 captures of Amplitude's pricing page, Pulse recorded 2 changes: Growth and Enterprise billing description changed from "Unlimited MTU or Events" to "Event based pricing" (FAQ confirms usage now measured by event volume, not MTU); Plus plan signup now discloses "Credit Card required" (previously not stated). In detail: Plus plan signup now explicitly discloses "Credit Card required." next to the Estimate bill CTA; this text was absent in the prior version; Growth and Enterprise plans changed their billing description from "Unlimited MTU or Events" to "Event based pricing"; FAQ copy confirms usage is now measured by event volume rather than monthly tracked users (MTU). Pulse files it as a packaging change (positioning, metric change) with a neutral direction.
It lands 8 days after Amplitude's previous change, "Amplitude ditches MTU pricing for event-based model, adds AI Agents to all tiers" (Jul 6, 2026). Before that Pulse recorded "Amplitude: Starter events 10M->2M + new Zoning Insights/AI Assistant" (Jul 2, 2026), "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 · PositioningPositioning
Plus plan signup now explicitly discloses "Credit Card required." next to the Estimate bill CTA; this text was absent in the prior version
- Growth, Enterprise · Pricing modelRewordedUnlimited MTU or EventsEvent based pricing
| Plan | Field | Before | After | Change |
|---|---|---|---|---|
| Plus | Positioning | Plus plan signup now explicitly discloses "Credit Card required." next to the Estimate bill CTA; this text was absent in the prior version | Positioning | |
| Growth, Enterprise | Pricing model | Unlimited MTU or Events | Event based pricing | Reworded |
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 Jul 6, 2026 and Jul 13, 2026; the change is marked near the top of the page, where "Unlimited MTU or Events" becomes "Event based pricing".
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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) · this change
- 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
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 Jul 6, 2026 and Jul 13, 2026. The change Pulse detected was a packaging change: positioning, metric change.
What changed on Amplitude's pricing page between Jul 6, 2026 and Jul 13, 2026?
Plus plan signup now explicitly discloses "Credit Card required." next to the Estimate bill CTA; this text was absent in the prior version; Growth, Enterprise pricing model: Unlimited MTU or Events → Event based pricing, reworded. Pulse compared the captures it took on Jul 6, 2026 and Jul 13, 2026; the before/after table above lists each item as written on the page.
How often does Amplitude change its pricing?
Pulse recorded 4 other pricing-page changes for Amplitude in the 90 days before this one; the previous change was "Amplitude ditches MTU pricing for event-based model, adds AI Agents to all tiers" on Jul 6, 2026; Amplitude has been tracked since 2023-11-14.