Amplitude, Inc., the leading digital analytics platform, has announced the acquisition of Kraftful, an AI-native Voice of Customer (VoC) startup, in a strategic move aimed at delivering a more complete view of customer behavior and feedback. By uniting quantitative user data with qualitative insights, Amplitude is doubling down on its commitment to help product teams build smarter, more user-centric digital experiences.
The integration of Kraftful’s technology into the Amplitude platform will enable teams to move from insight to action faster—turning raw customer feedback into clear, data-backed direction. Kraftful’s proprietary large language model (LLM) technology analyzes vast amounts of unstructured customer feedback—including support tickets, app store reviews, user interviews, and online discussions-and distills them into actionable insights. This empowers product and growth teams to surface key feature requests, identify usability issues, and detect critical bugs with speed and precision.
With Kraftful’s VoC capabilities embedded natively into Amplitude, customers will now be able to combine behavioral analytics with real-time user feedback for a full-spectrum view of product performance. For instance, if Amplitude detects a spike in user drop-off during checkout, teams can now automatically review related user feedback, replay sessions, test improvements with A/B experiments, and deploy in-app messaging to close the loop—all within one unified workflow.
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“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. “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.”
While Session Replay already gives teams visual insights into how users interact with digital products, this acquisition answers the growing demand for deeper qualitative understanding. Kraftful’s capabilities will make it easier for product, design, and growth teams to act on customer sentiment—ultimately improving retention, increasing Net Promoter Scores (NPS), and driving better feature adoption.
“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.”
This acquisition marks another step in Amplitude’s broader AI strategy to empower product teams with end-to-end capabilities—from insight discovery to experimentation to engagement—all in a single platform purpose-built for modern product development.
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