Amplitude's benchmarks come from products already on Amplitude

The record

Amplitude, a digital-product analytics vendor, publishes a standing benchmarks page and a downloadable Product Benchmark Report built from usage data on its own platform. The benchmarks page states that Amplitude 'anonymized performance and engagement data from over 2,600 companies across industries, regions, and company sizes,' covering more than 10,600 digital products across 171 represented industries and 102 countries, and organizes the resulting figures into four categories: acquisition, activation, engagement, and retention. As retrieved on 16 September 2026, neither page displays the underlying numeric benchmark values without a completed request form; the pages describe the method and scope rather than publish the figures openly.

What the documents establish

The pages establish, in Amplitude's own words, that the benchmark is built by applying 'rigorous data quality checks' and a 'z-score-based local baseline' method to remove outliers from its own customers' product data, which the company describes as 'Amplitude's behavioral database.' That is a direct statement that the sample is Amplitude's installed base of analytics customers, not an independent survey or a market census, and the report's own promotional framing, describing the dataset as covering 'the world's top-performing products' and a 'top 10%' comparison set, signals a further selection toward higher-performing or more heavily instrumented products within that base. No specific activation, retention, or engagement percentage was visible on the pages retrieved without submitting contact information, so none is asserted here.

The operating read

Editorially, a benchmark drawn from a single analytics vendor's own instrumented customers is a comparison against companies that already invested in product analytics tooling, which is a narrower and likely more product-mature population than the software market as a whole. A team using this report to set an internal activation or retention target should treat it as a peer comparison among instrumented products, and should re-check the specific edition's date before repeating a percentage in a later planning cycle, since Amplitude issues new editions rather than a single fixed report.

What to check before you decide

Before citing an Amplitude benchmark figure, check the following.

• Which edition of the report supplied the figure, and has a newer edition since superseded it?
• Does your product's category and region match the segment the cited figure describes, given the report spans 171 industries?
• Is the figure being compared to a top-10%-style comparison set rather than a typical-product median?

Amplitude's own instrumented customer base is the benchmark's frame, not a claim about digital products generally, and that frame should travel with any figure pulled from the report.