Amplitude Accelerates AI Strategy with Kraftful Acquisition

Amplitude, a NASDAQ-listed company, has acquired Kraftful, an AI-native Voice of Customer (VoC) startup, to enhance its AI strategy. The acquisition will provide teams with a 360-degree view of their customers, enabling them to build better products and digital experiences. Amplitude plans to integrate Kraftful's AI capabilities to further strengthen its offerings.

In a strategic move aimed at bolstering its AI capabilities, Amplitude, Inc. (Nasdaq: AMPL) has acquired Kraftful, an AI-native Voice of Customer (VoC) startup. The acquisition will enable Amplitude to provide teams with a comprehensive 360-degree view of their customers, facilitating the development of better products and digital experiences [1].

Kraftful's proprietary LLM analysis technology will be integrated into Amplitude's platform, allowing teams to distill massive volumes of unstructured user feedback data into actionable insights. This includes identifying top feature requests, understanding user complaints, and uncovering critical bugs. By combining quantitative user behavioral data with qualitative feedback, Amplitude will offer a more holistic view of customer needs and preferences [1].

Spenser Skates, CEO and co-founder of Amplitude, expressed enthusiasm about the acquisition, stating, "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" [1].

The integration of Kraftful's VoC capabilities will enable Amplitude customers to automatically analyze customer feedback and identify issues, such as a rise in complaints around the checkout flow. This will allow teams to watch session replays, A/B test fixes, analyze results, and engage users directly with in-app notifications, all within the Amplitude platform [1].

Yana Welinder, CEO and Founder of Kraftful, shared her vision, "Our vision has always been to help teams build products users love. 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" [1].

The acquisition will strengthen Amplitude's position as the leading digital analytics platform, offering a more comprehensive suite of tools for product and marketing analytics, session replay, feature and web experimentation, activation, and guides and surveys [1].

References:
[1] https://www.businesswire.com/news/home/20250710876791/en/Amplitude-Acquires-Kraftful-to-Accelerate-AI-Strategy