Amplitude has acquired Kraftful, an AI-native Voice of Customer (VoC) startup. This acquisition aims to provide teams with a 360-degree view of their customers, enabling them to build better products and digital experiences by combining quantitative user behavior data with qualitative user feedback. This move reinforces Amplitude’s position as a comprehensive digital analytics platform.
Amplitude will integrate Kraftful’s capabilities directly into its platform, streamlining the process of converting customer input into product improvements. Kraftful utilizes its proprietary LLM analysis to process vast amounts of unstructured user feedback—from customer calls and support tickets to app reviews and online discussions—delivering actionable insights. This helps teams quickly identify top feature requests, understand complaints, and uncover critical bugs.
With these new features, Amplitude customers will gain a complete picture of customer actions and sentiments. For instance, the platform will automatically analyze feedback to detect an increase in complaints about the checkout flow. Teams can then use session replays to pinpoint issues, A/B test solutions, analyze results, and directly engage users with in-app notifications—all within the Amplitude platform, enabling seamless progression from problem to solution.
This enhancement addresses customer demand for more than just session replays, making it easier to uncover and act on qualitative user feedback. This is expected to drive outcomes such as higher NPS, improved retention, and stronger feature adoption.
KEY QUOTES:
“Kraftful and Amplitude share a deep belief: that listening to your users is the key to building great products. 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.”
Spenser Skates, CEO and co-founder of Amplitude
“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.”
Yana Welinder, CEO and Founder of Kraftful
