Privacy Notice (original) (raw)

Last Updated: February 13, 2026

1. Introduction

Amplitude, Inc. is a cloud-based product analytics platform that helps customers build better products. Amplitude respects the privacy of individuals and is committed to protecting the information of visitors to the website ("Visitors") and individuals or entities that register to use the Amplitude products and services ("Customers") (collectively, "you" or "your"). This Privacy Notice describes Amplitude’s practices for collecting, storing, using, disclosing, and otherwise processing information in relation to Visitors of the website, amplitude.com, including our Community Forum and Amplitude Academy ("Website"), Amplitude’s marketing activities, and Customers accessing and using our products and services (collectively, "Product").

Please read the following carefully to understand our policies and practices regarding your information collected through the Website, through your use of the Product, and through our marketing activities. If you do not agree with the below policies and practices, your choice is not to use our Website or register to use our Product, or to unsubscribe from our marketing.

2. What This Privacy Notice Covers

This Privacy Notice covers how Amplitude, Inc. and its subsidiaries and/or affiliates ("Amplitude," "we," or "us") treat Personal Data that we gather about you in the course of our business, including when you access or use our Website or Product and through our or our partners' events and marketing activities. Specifically, Amplitude is the controller of your Personal Data as described in this Privacy Notice, when it collects personal information from: (i) Visitors to Amplitude’s publicly available Website; (ii) Customers and their employees or other authorized users of their Amplitude instance when registering to use and using the Product; and (iii) when we receive personal information from or about you through our sales and marketing activities or events.

Throughout this Privacy Notice, "Personal Data" means any information that identifies or relates to a particular individual and also includes information referred to as "personally identifiable information" or "personal information" under applicable data privacy laws, rules or regulations.

For clarity, this Privacy Notice does not apply to Customer End User Data (as defined below) submitted by our customers to the Product. In those circumstances, Amplitude is processing Customer End User Data on behalf of that customer and that customer is responsible for the collection and use of your data. In addition, this Privacy Notice does not apply to the mobile applications, websites or services offered by our Customers or other third parties. You should refer to that customer’s or third party’s privacy notice and direct any inquiries to them.

3. Personal Data We Collect And How We Use The Personal Data

3.1 PERSONAL DATA WE COLLECT

The Personal Data you provide to us directly

The Personal Data we collect from third party sources

Amplitude may obtain Personal Data about you from third parties, including, but not limited to, marketing event organizers, partners, resellers, and public databases and websites.

Targeted Online Advertisements:

We use third party service providers to help us understand our marketing efforts and to reach potential customers across the web. These third parties may use targeting and advertising cookies to track your online activity and across different channels, including our websites, email, and other websites and applications, to understand your interests, to display an advertisement for Amplitude, or email you with a marketing communication for Amplitude.

This Privacy Notice does not apply to, and we are not responsible for, cookies in third party ads. You should check the privacy policies of advertisers and/or ad services to learn more about their use of cookies and your information.

Information We Collect Automatically:

3.2 THE WAY AMPLITUDE USES YOUR PERSONAL DATA

We use Personal Data that we collect about you or that you provide to us as is necessary to run our business and to carry out day-to-day business activities. How we use the Personal Data we collect depends in part on how you choose to communicate with us, how you use our Website and/or Product and interact with us, and any preferences you have communicated to us. In general, we use the Personal Data in order to respond to a request from you, to carry out our legal obligations, to fulfill a contract with you, to provide the Product or other services to you, to make improvements to the Product, to protect your vital interests, to provide you with notices and for other purposes with your consent as described below.

We will not collect additional categories of Personal Data or use the Personal Data we collect for materially different, unrelated, or incompatible purposes without providing you notice.

As noted in the list above, we may communicate with you if you’ve provided us the means to do so. For example, if you’ve given us your email address, we may send you promotional email offers or email you about your use of the Product or Website. Also, we may receive a confirmation when you open an email from us, which helps us improve our Website and Product. If you do not want to receive communications from us, you can unsubscribe from marketing communications or email us with your preferences at privacy@amplitude.com or ccpa@amplitude.com.

3.3 LEGAL BASIS FOR PROCESSING PERSONAL DATA FOR EEA, UK, AND SWISS VISITORS AND CUSTOMERS

If you are an individual in the European Economic Area (“EEA”), United Kingdom, Switzerland, or another relevant jurisdiction, we collect and process Personal Data about you only where we have a legal basis or bases for doing so under applicable laws. The legal bases depend on how you use the Website and/or Product, the Product your organization has purchased or uses, how you choose to interact and communicate with Amplitude’s Website and Product, and whether you attend Amplitude events. However, we will collect Personal Data only where we have your consent to do so, where we need the Personal Data to perform a contract with you, or where the processing is in our legitimate interests and not overridden by your data protection interests or fundamental rights and freedoms. In some cases, we may also have a legal obligation to collect Personal Data from you and we will endeavor to make that clear at collection.

4. When Amplitude Discloses Personal Data

We may disclose Personal Data that we collect or you provide to us as described below.

5. Customer End User Data

This Privacy Notice does not apply to Customer End Users, Customer End User Data or Customer Applications. With respect to the Personal Data collected by our Customers and submitted to the Amplitude platform, Amplitude is a processor and only processes such Personal Data in accordance with the instructions of our Customers. Our Customers may integrate into their mobile applications, websites or other services (collectively, "Customer Applications") certain aspects of our Product in order to understand how their own users ("Customer End Users") engage with the Customer Applications ("Customer End User Data").

Our Customers, not Amplitude, choose the type of Customer End User Data collected by Customer Applications, and submitted and processed through our Customers’ use of the Products. We process the Customer End User Data only according to the instructions of Customers and our legal obligations with respect to the Customer End User Data is set forth in the agreement between us and our Customers. The collection of Customer End User Data through Customer Applications is governed by our Customers’ privacy policies, and if you are a Customer End User then you should review the Customer’s privacy policy to learn more about the Customer’s data handling practices.

While Amplitude recognizes that an individual has the right to access, delete and amend the data collected about that individual, Amplitude only has a relationship with our Customers and does not interact with the Customer End Users. As such, if you are a Customer End User and you would like to access, amend or delete your data, you need to contact the Customer directly with your request which Customer may process. Amplitude will respond within a reasonable period of time to any such request or assistance requested by our Customer.

Amplitude only retains the Customer End User Data we process on behalf of our Customers for as long as necessary to provide the Product to our Customers or as required to comply with legal obligations, resolve disputes and enforce any agreement.

6. International Transfer

By interacting with the Website or using the Product or otherwise providing information to Amplitude, you understand that your Personal Data may be transferred to the United States or another country other than your country of residence and you consent to such transfer. In order to ensure that your Personal Data receives an adequate level of protection and security, Amplitude has implemented appropriate safeguards for cross-border transfers of Personal Data, as required by applicable data protection laws. These safeguards may include using the European Commission-approved standard contractual clauses to protect the transfer of your Personal Data to Amplitude’s corporate affiliates or service providers, if required by applicable law.

Amplitude complies with the EU-U.S. Data Privacy Framework (“EU-U.S. DPF”), the UK Extension to the EU-U.S. DPF, and the Swiss-U.S. Data Privacy Framework (“Swiss-U.S. DPF”) as set forth by the U.S. Department of Commerce. Amplitude has certified to the U.S. Department of Commerce that it adheres to the EU-U.S. DPF Principles with regard to the processing of personal data received from the European Union in reliance on the EU-U.S. DPF and from the United Kingdom (and Gibraltar) in reliance on the UK Extension to the EU-U.S. DPF. Amplitude has certified to the U.S. Department of Commerce that it adheres to the Swiss-U.S. DPF Principles with regard to the processing of personal data received from Switzerland in reliance on the Swiss-U.S. DPF. If there is any conflict between the terms in this privacy policy and the EU-U.S. DPF Principles and/or the Swiss-U.S. DPF Principles (together, the “DPF Principles”), the DPF Principles shall govern. To learn more about the Data Privacy Framework (“DPF”) program, and to view our certification, please visit https://www.dataprivacyframework.gov/.

For the actions of third party agents Amplitude engages to process data on our behalf, Amplitude remains responsible and liable under the DPF Principles if a third party agent processes the Personal Data in a manner inconsistent with the DPF Principles, unless Amplitude proves that it is not responsible for the event giving rise to the damage.

7. Our Commitment To Data Security

Amplitude uses commercially reasonable physical, managerial, and technical safeguards designed to secure your Personal Data from accidental loss and from unauthorized access, use, alteration, and disclosure. These measures include, for example, physical access controls, encryption, firewalls, and detection and monitoring. Our personnel who may have access to your Personal Data are required to keep that information confidential and trained on their security and privacy obligations.

You, however, are also responsible for maintaining the confidentiality of your password and other information used by you to access the Website or use the Product. While Amplitude does its best to protect your Personal Data, any transmission of your Personal Data is done at your own risk and Amplitude cannot guarantee that such Personal Data may not be accessed, disclosed, altered, or destroyed by breach of any of our physical, technical, or managerial safeguards. Except as expressly required by law, we are not responsible for the theft, destruction, loss or inadvertent disclosure of your Personal Data or information. If Amplitude learns of a security systems breach, then we may attempt to notify you electronically so that you can take appropriate protective steps. Amplitude may post a notice on the Website or in Product if a security breach occurs. Depending on where you live, you may have a legal right to receive notice of a security breach in writing.

8. Your Choices About How We Use And Disclose Information We Collect From You

We strive to provide you with choices regarding your Personal Data and we understand that you have the right to access, correct, delete, object to and restrict our use of your Personal Data. We also understand that you have the right to obtain a copy of your Personal Data from us and to withdraw your consent to the processing of your Personal Data by us. Please note that the rights set forth in this Section 8, unless otherwise noted, apply globally to all Visitors and Customers, whether or not you are a California resident or a resident of the EEA, United Kingdom, or Switzerland. We have created mechanisms to provide you with the following control over your Personal Data:

Please note to exercise the rights set forth above we may ask you to: (1) provide sufficient information to allow us to verify that you are the person about whom we have collected Personal Data, and (2) describe the request in sufficient detail to allow us to understand, evaluate, and respond to it. Each request that meets both of these criteria will be considered a "Valid Request." We may not respond to requests that do not meet these criteria. We will only use Personal Data provided in a Valid Request to verify you and complete your request. You do not need an account to submit a Valid Request.

We will work to respond to your Valid Request within 30 days of receipt. We will not charge you a fee for making a Valid Request unless your Valid Request(s) is excessive, repetitive, or manifestly unfounded. If we determine that your Valid Request warrants a fee, we will notify you of the fee and explain that decision before completing your request.

You may submit a Valid Request, or appeal our response to a Valid Request, by emailing us at privacy@amplitude.com or ccpa@amplitude.com with the appropriate information and detail.

We will not discriminate against you for exercising your rights under the GDPR, CCPA or other applicable data privacy laws or regulations. We will not deny you our goods or services, charge you different prices or rates, or provide you a lower quality of goods and services if you exercise your rights under the GDPR, CCPA or other applicable data privacy laws or regulations.

9. Other Information About Our Privacy Practices

9.1 Our Retention Practices

Personal Data that Amplitude collects and processes as a controller for the purposes identified in this Privacy Notice are not kept by Amplitude for longer than is necessary for the specific purpose identified in this Privacy Notice, unless required to comply with our legal obligations (for example, if we are required to retain your Personal Data to comply with applicable laws or regulations), resolve disputes, and enforce our legal agreements and policies. When we no longer have a legitimate business need to retain your Personal Data, we will either delete or anonymize it.

9.2 Children’s Privacy

Amplitude’s Website and Product are not directed at children. We do not knowingly collect or solicit Personal Data directly from individuals that are under the age of 13. If you are under 13, please do not provide or send us any Personal Data or attempt to register for or otherwise use the Product. If we learn that a child under 13 has directly provided us with their Personal Data through the Website or Product, or that we have collected information for a child under 13 through our marketing activities, then we will delete that information. If you believe a child under 13 has registered for an account on the Website or Product, or is receiving marketing materials from Amplitude, please contact us at privacy@amplitude.com.

9.3 Automated Decision-Making

Amplitude does not use any Personal Data provided by you for the purpose of automated decision-making or profiling.

9.4 Other Websites; Links

Our Website, Product or marketing materials may contain links to other third party websites or applications (such as Facebook, LinkedIn or Twitter). This Privacy Notice does not apply to any third party websites, including through any application that may link to or be accessible from or on the Website or Product, and Amplitude is not responsible for the privacy policies and the content of the third party websites or applications.

9.5 Global Privacy Control

Where required by applicable law, Amplitude honors the Global Privacy Control (GPC) signal, when properly configured and received, and we will treat our initial receipt of the GPC signal as a valid request to opt-out of targeted advertising, as defined by applicable U.S. privacy laws granting this right. Please note that this signal will be linked to the specific browser that you are using only. If you wish to learn more about the GPC and how to use a browser or browser extension incorporating the GPC signal, you can visit the GPC website here.

10. Updates And Changes To The Privacy Notice

Please note that we reserve the right, at any time, to add to, change, update, or modify this Privacy Notice, to reflect changes in our practices, technologies, additional factors, and to be consistent with applicable data protection and privacy laws or other legal requirements. The modified Privacy Notice will be posted on this website along with the effective date. If, in our reasonable discretion, the changes are material, we will provide you with additional notice (such as adding a notice on our Website, in the Product, or sending you an email notification). Changes to this Privacy Notice are effective when they are posted on this page.

11. Disputes

As part of our commitment to the DPF Principles, if you are a resident of the European Union, UK, or Switzerland and you have a privacy or data use concern, please contact Amplitude directly at privacy@amplitude.com and Amplitude will use its best efforts to address your concern within 45 days of receipt of your complaint. For an unresolved privacy or data use concern that Amplitude has not addressed satisfactorily, please contact our U.S. based third party dispute resolution provider (free of charge) at https://www.jamsadr.com/DPF-Dispute-Resolution.

For any DPF disputes that cannot be resolved by the methods above, you may be able to invoke a binding arbitration process under certain conditions. To find out more about the DPF's binding arbitration scheme, please see Annex I of the DPF Principles, here: https://www.dataprivacyframework.gov/s/article/Participation-Requirements-Data-Privacy-Framework-DPF-Principles-dpf.

The Federal Trade Commission has investigation and enforcement authority over Amplitude’s compliance with the EU-U.S. DPF and the UK Extension to the EU-U.S. DPF, and the Swiss-U.S. DPF.

12. California Privacy Rights

Under the California Consumer Privacy Act of 2018 and its amendments (“CCPA”), California residents have certain rights to disclosures about how we collect, use, retain and disclose your Personal Data. This section addresses those requirements. For a description of all of our data collection, use and disclosure practices, please read this Privacy Notice in its entirety.

Personal Data Collection and Disclosure

Amplitude does not sell Personal Data as we understand the term “sell” to be defined by the CCPA. We share Personal Data, as we understand the term “share” to be defined by the CCPA, as set forth below.

The categories of Personal Data we may collect from you, from third parties, and from your interactions with us, and categories of third party recipients to whom we disclose such Personal Data for business purposes are set forth below. For additional detail about the Personal Data we collect and use and with whom we share this Personal Data and for what purpose, please review Sections 3 and 4 above.

The following categories of Personal Data have been shared in the preceding 12 months with third party advertising partners and advertising technology providers so that we can reach you with advertisements for our products and services and make them more relevant to you:

Amplitude does not use or disclose sensitive personal information for purposes other than those permitted purposes under the CCPA. Amplitude does not have actual knowledge that it sells or shares Personal Data of individuals under the age of 16.

We retain Personal Data as described in Section 9.1 above.

California law gives California residents the right to make certain requests with regard to their Personal Data. Please see Section 8 for a description of your choices and how you may make a request.

13. Contact Us

If you have any comments, concerns or questions about this Privacy Notice or our privacy practices in general, please send an email to privacy@amplitude.com, ccpa@amplitude.com, or send mail to:

Amplitude, Inc.
Attn: Privacy
201 Third Street, Suite 200
San Francisco, CA 94103

EFFECTIVE DATE

This Privacy Notice was last updated on February 13, 2026.

14. Cookies

Amplitude uses cookies, web beacons and other tracking technologies to collect certain information about your equipment, browsing actions, and patterns. Below we describe what cookies and web beacons are, why we use cookies and web beacons, the types of cookies and web beacons that we use, as well as what you can do in order to manage and delete cookies and web beacons.

What are cookies and web beacons?

What does Amplitude use cookies and web beacons for?

Amplitude uses a variety of cookies, web beacons and other tracking technologies for different purposes. Specifically, Amplitude uses cookies and web beacons to enhance the experience of our visitors to our Website (for example, by remembering your preferences and letting you navigate between pages efficiently) and to better understand how the Website and Product are used. Cookies may tell us, for example, whether you have visited the Website before or whether you are a new visitor.

What types of cookies and web beacons are used by Amplitude?

Amplitude uses both first-party and third-party cookies and web beacons. First-party cookies and web beacons are cookies and web beacons that are served directly by Amplitude to your computer or mobile device. Third-party cookies and web beacons are served by a third-party service provider on behalf of Amplitude. Third-party cookies are most commonly used for advertising and analytics purposes.

There are four categories of cookies and web beacons used by Amplitude. Specifically, Amplitude uses essential, performance, functionality and advertising cookies and web beacons.

The table below lists the types of cookies and third party service providers currently used by Amplitude but may not include all cookies or third party service providers. In addition, the below list of cookies and third party service providers is subject to change at any time.

What are your choices about cookies?

You can decide whether or not to accept cookies through our Cookie Settings link on our Website. Most browsers allow you to configure the browser settings so that cookies from websites cannot be placed on your computer or mobile device. If you choose not to accept cookies, then you may be able to continue browsing our Website but we may not be able to provide you with certain features. If you want to opt out of advertising or performance cookies, then you may do so by reviewing the privacy policies of the third party service providers who serve the advertising and performance cookies identified above. If you would like further information about cookies and how to manage and delete them, please visit www.allaboutcookies.org or www.youronlinechoices.eu.

You can also delete all cookies that are already on your computer. If you do this, however, you may have to manually adjust some preferences every time you visit a site and the Product, Website and functionalities may not work.

What are your choices about cookies and interest-based advertisements?

Through the Digital Advertising Alliance and Network Advertising Initiative, several media and marketing associations have developed an industry self-regulatory program to give consumers a better understanding of, and greater control over, ads that are customized based on a consumer’s online behavior across different websites and properties. To make choices about internet-based ads from participating third parties, including to opt-out of receiving behaviorally targeted advertisements from participating organizations or to learn more about opting out of advertising cookies, please visit the Network Advertising Initiative’s or Digital Advertising Alliance’s consumer opt-out pages, which are located at http://networkadvertising.org/choices/ or www.aboutads.info/choices. For those users located in the European Union, you can visit the European Interactive Digital Advertising Alliance’s user information website at http://www.youronlinechoices.eu/.

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