TLDR: Amplitude, a leading digital analytics platform, has acquired Kraftful, an AI-native Voice of Customer (VoC) startup. This strategic move aims to integrate Kraftful’s advanced AI capabilities for analyzing unstructured customer feedback with Amplitude’s quantitative behavioral data, providing product and marketing teams with a comprehensive 360-degree view of customer behavior and motivations to accelerate product development and enhance user experiences.
SAN FRANCISCO – July 11, 2025 – Amplitude, Inc., a prominent digital analytics platform, today announced its acquisition of Kraftful, an innovative AI-native Voice of Customer (VoC) startup. This strategic integration is set to significantly enhance Amplitude’s offerings by combining its robust quantitative user behavioral data with Kraftful’s qualitative insights derived from customer feedback.
The acquisition addresses a critical challenge faced by product and marketing teams: understanding not just ‘what’ users are doing within digital products, but ‘why’ they are doing it. Spenser Skates, CEO and co-founder of Amplitude, articulated this vision, 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.”
Kraftful specializes in leveraging proprietary Large Language Model (LLM) technology to analyze vast volumes of unstructured customer feedback. This includes diverse sources such as support tickets, app store reviews, user interviews, and online discussions. By distilling this raw data into actionable insights, Kraftful empowers product and growth teams to quickly identify key feature requests, pinpoint usability issues, and detect critical bugs with precision.
With Kraftful’s VoC capabilities natively embedded into the Amplitude platform, customers will gain an unparalleled full-spectrum view of product performance. For instance, if Amplitude’s analytics detect a sudden increase in user drop-off during a checkout flow, teams can now automatically review related user feedback, watch session replays of the experience, test potential improvements with A/B experiments, and deploy targeted in-app messages to close the feedback loop—all within a single, unified workflow. This seamless integration is expected to lead to higher customer satisfaction scores, improved customer retention, and stronger adoption of new features.
Yana Welinder, CEO and Founder of Kraftful, expressed enthusiasm for the future, remarking, “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.” The entire Kraftful team will join Amplitude, further accelerating the company’s broader AI strategy.
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This acquisition marks another significant step in Amplitude’s commitment to providing end-to-end capabilities for product teams, encompassing insight discovery, experimentation, and engagement, all within a single platform purpose-built for modern product development. Kraftful’s Voice of Customer capabilities will complement Amplitude’s existing market-leading platform, which includes Product and Marketing Analytics, Session Replay, Feature and Web Experimentation, Activation, and Guides and Surveys.
