Amplitude, Inc. has acquired Kraftful, an AI-native Voice of Customer (VoC) startup, to strengthen its digital analytics platform. This strategic move integrates Kraftful’s advanced AI capabilities with Amplitude’s robust analytics, enabling businesses to gain deeper insights into customer behavior and feedback to build superior digital products and experiences.
Amplitude acquires Kraftful to enhance its AI-powered analytics platform.
Kraftful’s VoC technology processes unstructured user feedback for actionable insights.
Integration enables teams to analyze feedback, identify issues, and test solutions.
Combined platform offers quantitative and qualitative data for a 360-degree customer view.
Acquisition aims to improve NPS, retention, and feature adoption for businesses.
Kraftful’s AI capabilities will be natively integrated into Amplitude’s platform.
Amplitude’s acquisition of Kraftful introduces advanced AI-driven Voice of Customer technology to its platform. Kraftful’s proprietary LLM analysis processes vast amounts of unstructured data, such as customer calls, support tickets, app reviews, and online discussions. This capability allows teams to distill actionable insights, identifying top feature requests, user complaints, and critical bugs efficiently. By combining Kraftful’s qualitative feedback analysis with Amplitude’s quantitative behavioral data, businesses gain a comprehensive understanding of customer needs and behaviors.
The integration of Kraftful’s technology enables a seamless workflow within Amplitude’s platform. For instance, teams can automatically analyze customer feedback to detect issues, such as complaints about a checkout flow. They can then use Amplitude’s Session Replay to visualize user interactions, identify pain points, A/B test solutions, and analyze results. Teams can also engage users directly with in-app notifications, all within the same platform. This streamlined process accelerates the journey from identifying problems to implementing solutions, enhancing product development efficiency.
“Kraftful and Amplitude share a deep belief: that listening to your users is the key to building great products," said Spenser Skates, CEO and co-founder of Amplitude. “Today, Amplitude customers can easily see what users are doing, but not always why. Kraftful helps us close that gap. We’re excited to bring Kraftful’s capabilities into Amplitude to power more comprehensive insights, faster feedback loops, and smarter AI agents.”
The acquisition enhances Amplitude’s ability to deliver measurable business outcomes. By incorporating Kraftful’s VoC capabilities, Amplitude customers can uncover and act on qualitative feedback more effectively. This drives improvements in Net Promoter Score (NPS), customer retention, and feature adoption rates. The combined platform empowers product teams to make data-driven decisions, ensuring products align closely with user expectations and preferences.
“Our vision has always been to help teams build products users love,” said Yana Welinder, CEO and Founder of Kraftful. “AI has unlocked an entirely new way for teams to perfect products with insights from every feedback channel and user behavior. Together with Amplitude, we’ll make that vision a reality.”
The acquisition positions Amplitude as a leader in comprehensive digital analytics, enabling businesses across industries to leverage AI for better product development. By integrating quantitative and qualitative insights, Amplitude empowers teams to create user-centric digital experiences that drive engagement and satisfaction.
Amplitude is the leading digital analytics platform that helps companies unlock the power of their products. Over 4,000 customers, including Atlassian, NBCUniversal, Under Armour, Shopify, and Jersey Mike's, rely on Amplitude to gain self-service visibility into the entire customer journey. Amplitude guides companies every step of the way as they capture data they can trust, uncover clear insights about customer behavior, and take faster action. When teams understand how people are using their products, they can deliver better product experiences that drive growth. Amplitude is the best-in-class analytics solution for product, data, and marketing teams, ranked #1 in multiple categories in G2's Spring 2025 Report.
Kraftful helps over 50,000 product teams build loved products by listening to users at scale. Backed by Y Combinator, Google, Samsung, and many prominent investors, Kraftful has been named Most Innovative Company by Fast Company, featured on Masters of Scale, and received multiple product awards over the two years its AI agent has been in the market. Kraftful automatically collects and analyzes support tickets, call transcripts, survey responses, reviews, and all other user feedback. It uses a proprietary LLM analysis to distill massive volumes of unstructured user feedback data into actionable feature requests, complaints, and other product insights.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.