Amplitude Just Closed the Gap Between What Users Do and What They Say
In a move that promises to reshape the product analytics landscape, Amplitude has acquired Kraftful, an AI-native startup that turns messy, unstructured user feedback into actionable insights using proprietary large language models (LLMs). The result? A more holistic understanding of the customer—what they do and why they do it—all in one platform.
The acquisition brings Voice of Customer (VoC) intelligence to Amplitude’s already deep behavioral analytics stack, arming product and growth teams with the power to instantly surface top complaints, feature requests, and bugs from sources like support tickets, app reviews, and community chatter.
Why It Matters
For years, Amplitude has helped product teams visualize user behavior—clicks, conversions, funnels, and feature usage. But it didn’t always explain why customers dropped off, raged in reviews, or failed to convert. Kraftful fills that gap.
“Today, Amplitude customers can easily see what users are doing, but not always why,” said Spenser Skates, Amplitude CEO and co-founder. “Kraftful helps us close that gap… to power more comprehensive insights, faster feedback loops, and smarter AI agents.”
Now, teams can do things like:
- Detect rising frustration around a feature from aggregated feedback
- Watch a session replay of the problematic experience
- A/B test a fix and measure the results
- Immediately engage users with an in-app message—all inside the Amplitude platform
How Kraftful Works
Kraftful’s tech ingests high volumes of unstructured feedback—from Zendesk tickets, App Store reviews, sales calls, Reddit threads, and more. Its custom LLM distills those into themes, root causes, and product-impacting insights in near real-time. That feedback is then directly actionable for teams looking to drive higher retention, better NPS, and smarter feature development.
“Kraftful and Amplitude share a deep belief: that listening to your users is the key to building great products,” added Skates.
Strategic Implications
The integration builds on Amplitude’s momentum in building a “product OS” that includes:
- Product & Marketing Analytics
- Session Replay
- Experimentation (Web + Features)
- Surveys and Guides
- Now, Voice of Customer (VoC)
Amplitude is quickly becoming a one-stop platform that blends quantitative and qualitative data, user session context, experimentation tools, and engagement capabilities—all powered by AI.
And with Kraftful’s team joining Amplitude, expect even more intelligent automation and LLM-enhanced features to surface soon.
What’s Next?
Amplitude says VoC will be embedded natively across the platform. This sets it apart from competitors who bolt on feedback tools or rely on integrations. With the rise of agentic AI workflows, the merger also positions Amplitude to evolve toward AI-powered copilots for product teams, using both user behavior and voice-of-customer feedback to suggest and test product decisions in real time.
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