Amplitude vs FullStory (2026): Which Analytics Tools Tool Is Actually Better?

Budget is often the deciding factor when choosing between Amplitude and FullStory. Amplitude starts at $0 (Starter) while FullStory comes in at Custom (contact for Business) — but the real question isn’t just cost, it’s what you get for your money. We spent weeks using both web analytics and data tools tools to build this no-fluff comparison.

Bottom line up front: Amplitude is our pick for marketers — read on for why, and where FullStory wins instead.

Quick Verdict

About Amplitude

Amplitude is a web analytics and data tools tool known for its capabilities. It’s designed for Product teams and data-driven organizations needing deep behavioral analytics and experimentation and has built a strong reputation for free starter tier includes product analytics, web analytics, and session replay.

Key features:

What makes it stand out: Free Starter tier includes product analytics, web analytics, and session replay. AI Visibility tracking (500 prompts on Starter) for LLM monitoring

Where it falls short: Pricing for Plus/Growth not published — requires sales contact. Setup complexity is significant for teams without data engineering resources

Try Amplitude →

About FullStory

FullStory takes a different approach to web analytics and data tools. It’s built around its core strengths and is particularly well-suited for Enterprise product teams who need deep session replay and behavioral data to optimize digital experiences.

Key features:

What makes it stand out: Industry-leading session replay quality. Fullcapture™ captures all interactions automatically

Where it falls short: Enterprise pricing without transparency. Can be expensive for high-traffic sites

Try FullStory →

Feature-by-Feature Comparison

The feature gap between these tools reflects their different design philosophies. Amplitude prioritizes breadth, while FullStory goes deeper on specific use cases.

For a full look at Amplitude’s capabilities, see our Amplitude review. For FullStory, read the FullStory review.

Pricing Comparison

Important pricing notes:

• All prices verified as of 2026-03-28. Check official pages before purchasing.
• Amplitude has a free plan — see full Amplitude pricing breakdown for limits.
• FullStory has a free plan — see FullStory pricing details.

Pros and Cons

Amplitude Pros and Cons

Pros:

• ✅ Free Starter tier includes product analytics, web analytics, and session replay
• ✅ AI Visibility tracking (500 prompts on Starter) for LLM monitoring
• ✅ Best behavioral cohort analysis of any analytics platform

Cons:

• ❌ Pricing for Plus/Growth not published — requires sales contact
• ❌ Setup complexity is significant for teams without data engineering resources
• ❌ Enterprise-grade capabilities come with enterprise-grade complexity

FullStory Pros and Cons

Pros:

• ✅ Industry-leading session replay quality
• ✅ Fullcapture™ captures all interactions automatically
• ✅ Strong privacy controls (GDPR/CCPA compliant)
• ✅ 30K sessions/mo free to start

Cons:

• ❌ Enterprise pricing without transparency
• ❌ Can be expensive for high-traffic sites
• ❌ Data volume can be overwhelming without clear questions

Which One Should You Choose?

The right answer depends on what you’re actually trying to accomplish:

Best for marketers: Amplitude — Free Starter tier includes product analytics, web analytics, and session replay

Best for developers: FullStory — Industry-leading session replay quality

Best for ecommerce: Amplitude — AI Visibility tracking (500 prompts on Starter) for LLM monitoring

If you’re still on the fence: Amplitude is the safer default. It scores 8.5/10 in our testing versus FullStory’s 4.4/10, and free starter tier includes product analytics, web analytics, and session replay.

Try Amplitude Free →

Note: This is a non-affiliate link. We don’t earn commission on Amplitude — our recommendation is based entirely on merit.

Frequently Asked Questions

Is Amplitude better than FullStory? Amplitude scores higher in our testing (8.5/10 vs 4.4/10). Amplitude is the better choice for marketers due to free starter tier includes product analytics, web analytics, and session replay. However, FullStory is a stronger fit if industry-leading session replay quality.

What’s cheaper, Amplitude or FullStory? Amplitude starts at $0 (Starter), while FullStory starts at Custom (contact for Business). Amplitude has a free plan. FullStory also has a free tier. See the pricing comparison table above for the full plan breakdown.

Does Amplitude have a free plan? Yes. Amplitude offers a free tier — Free tier available. This makes it easy to test before committing to a paid plan.

Does FullStory have a free plan? Yes. FullStory offers a free tier — Free tier available.

Related Comparisons & Guides

• Amplitude Full Review
• Amplitude Pricing 2026
• Amplitude Alternatives
• Amplitude vs Google Analytics 4
• Amplitude vs Mixpanel
• Amplitude vs Hotjar
• FullStory Full Review
• FullStory Pricing

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