Most analytics tools will tell you how many people showed up. In this video, I test Amplitude and explain why it’s built for the question that actually matters: what users did, where they got stuck, why they left, and what you should change next. I walk through what Amplitude is (an AI-powered digital analytics platform used by teams at companies like Walmart, Atlassian, and PayPal) and how it turns raw behavioral events—clicks, sign-ups, purchases—into journeys you can analyze and act on. I break down the core workflows I’d use in a real product team: funnels for conversion drop-off, retention analysis to understand what brings people back, and journey mapping to surface the “weird paths” and loops you’d never catch in basic dashboards. Then I get into experimentation (A/B tests + feature flags), qualitative context with session replay, plus in-app guides and surveys. Finally, I cover the newer AI layer—insights evolving into AI agents that monitor funnels, replays, and experiments to flag anomalies and suggest hypotheses—plus MCP interoperability so external AI tools can work with your Amplitude context. I also compare Amplitude to PostHog and Pendo, and explain pricing based on monthly tracked users (including a free plan up to 10,000 MTUs).