#1A Amplitude The Digital Optimization System#2Disclaimer This presentation and accompanying oral presentation have been prepared by Amplitude, Inc. (the "Company"). Certain statements in this presentation and the accompanying oral commentary are forward-looking statements. These statements relate to future events or the future performance of the Company, as well as its business strategy and plans and objectives for future operations, and are subject to a number of known and unknown risks, uncertainties and other factors that may cause the actual results, levels of activity, performance or achievements of the Company or its industry to be materially different from those expressed or implied by any forward-looking statements. In some cases, forward-looking statements can be identified by words such as "anticipate," "believe," "continue," "estimate," "expect," "intend," "may," "will," "could," "predict" and similar expressions or terminology. All statements other than statements of historical fact could be deemed forward-looking, including, but not limited to, any expectations regarding the Company's market opportunities or profitability; any statements about historical results that may suggest trends for the Company's business; any statements of the plans, strategies, and objectives of management for future operations; any statements of expectation or belief regarding future events, potential markets, market size, or technology developments; and any statements or assumptions underlying any of the items mentioned. The Company has based these forward-looking statements largely on its current expectations, assumptions, estimates and projections. While the Company believes that these expectations, assumptions, estimates and projections are reasonable, such forward-looking statements are only predictions and involve known and unknown risk and uncertainties, many of which are beyond the Company's control, and so you are cautioned not to give undue weight to such forward-looking statements. Moreover, the Company operates in a competitive, new and rapidly changing market, and new risks may emerge from time to time. It is not possible for the Company to predict all risks, nor can it assess the impact of all factors on its business or the extent to which any factor, or combination of factors, may cause actual results or outcomes to differ materially from those contained in any forward-looking statements it may make. The forward-looking statements in this presentation are made only as of the date hereof. Except to the extent required by law, the Company assumes no obligation and does not intend to update any of these forward-looking statements after the date of this presentation or to conform these statements to actual results or revised expectations. This presentation also contains estimates and other statistical data made by independent parties and by the Company relating to market size and growth and other data about the Company's industry. These estimates and other statistical data involve a number of assumptions and limitations, and you are cautioned not to give undue weight to such estimates and other statistical data. The Company has not independently verified the statistical and other industry data generated by independent parties and contained in this presentation and, accordingly, it cannot guarantee their accuracy or completeness. In addition, expectations, assumptions, estimates and projections of the Company's future performance and the future performance of the markets in which the Company operates are necessarily subject to a high degree of uncertainty and risk. This presentation also includes certain non-GAAP financial measures (including on a forward-looking basis) such as Free Cash Flow, Free Cash Flow Margin, non-GAAP Gross Margin and non-GAAP Operating Margin. These non-GAAP financial measures are in addition to, and not as a substitute for or superior to measures of financial performance prepared in accordance with GAAP. There are a number of limitations related to the use of these non-GAAP financial measures versus their nearest GAAP equivalents. For example, other companies may calculate non-GAAP financial measures differently or may use other measures to evaluate their performance, all of which could reduce the usefulness of the Company's non- GAAP financial measures as tools for comparison. The Company has provided a reconciliation of those historic measures to the most directly comparable GAAP measures, which is available in the appendix to this presentation. All third-party brand names and logos appearing in this presentation are trademarks or registered trademarks of their respective holders. Any such appearance does not necessarily imply any endorsement of the Company. The Company is an "emerging growth company" as defined under the Securities Act of 1933, as amended. The Company has filed a Registration Statement (including a preliminary prospectus) on Form S-1 (File No.: 333-259168) with the Securities and Exchange Commission ("SEC"). The Registration Statement has not yet become effective. Securities may not be sold, nor may offers to buy be accepted, prior to the time the Registration Statement becomes effective. You should read the preliminary prospectus in the Registration Statement and other documents the Company filed with the SEC for more complete information about the Company. You may get these documents for free by visiting EDGAR on the SEC website at http://www.sec.gov.#3SPENSER SKATES Amplitude | Chief Executive Officer A#4Amplitude helps companies build better products - through data.#5Amplitude Digital Optimization System#6Marketing O Product А Engineering Data & Analytics#7PRODUCT OVERVIEW#8JUSTIN BAUER Amplitude | SVP Product#9Digital Optimization System Data Management DIGITAL CHANNELS | DIGITAL PRODUCTS | DIGITAL DATA WAREHOUSES#10Digital Optimization System Amplitude Analytics ilı DIGITAL CHANNELS Amplitude Behavioral Graph Data Management Amplitude Recommend 39 Amplitude Experiment 11 DIGITAL PRODUCTS I DIGITAL DATA WAREHOUSES#11? What is the value of a subscriber? How have recent investments impacted growth? ? How do we grow subscription revenue? ? Why do trial users drop off? What is our north star metric for retention? What are our trial conversions? ? Which is the right class for each user? What is the impact of our A/B test?#12APPROACH TO INNOVATION#13CURTIS LIU Amplitude | Co-Founder, CTO#14Monthly Event Volume Processed Through Second Quarter 2021 900B 800B 700B 600B 500B 400B 300B 200B 100B 0 Dec 2016 Dec 2017 Dec 2018 Dec 2019 Jan 2021 Dec 2020 Dec 2021 Three-Month Trailing Average#15Amplitude's History of Innovation Shared Dashboards Behavioral Users cohorts Predictive Retention Analysis User Path Analysis 2014-2015 2016 User Clustering Investigate Data Point Event Transformation Account Tracking for B2B User Sampling for massive Event Volumes 2017 Cross-Project Analysis Custom Team Areas Contextual Insight Sharing Contextual Experiment Analysis Release Tracking Funnel Behavior Comparison Behavioral Impact Analysis 2018 User property transformation Suggested Events & properties Period-Over- period Analysis Behavioral Lookalike for Ad-platforms Behavioral Targeting for Marketing tools User Property Transformation Personal Workspace Data Ingestion Debugger 2019 Predictive Cohorts Journeys Cohort Populations Breadcrumbs Event Explorer Anomaly + Forecast Templates Historical count Conversion Drivers 2020 Amplitude Recommend Amplitude Experiment Root Cause Analysis Executive Reporting Proactive Data Governance 2021 to date#16REAL-TIME DATA MANAGEMENT#1780 100 SHADI ROSTAMI Amplitude SVP Engineering#18Identity Resolution Views Ad Subscribes Signs up Opens Messages Q 7+7 。 Logs in Completes Purchases#19THE POWER OF THE AMPLITUDE BEHAVIORAL GRAPH#20JEFFREY WANG Amplitude | Co-Founder, Chief Architect 4#21CLICK AD Amplitude Behavioral Graph BECOME POWER USER FEATURE A DOWNLOAD MOBILE APP COMPLETE PURCHASE FEATURE B#22Speed Precomputed Fast Inflexible Cheap Amplitude Behavioral Graph Fast Flexible Cost Efficient SQL Slow Flexible Expensive Flexibility#237+ TRILLION User Actions in 2020#24OUR CUSTOMERS#25Ar of June 20.3031 1,200+ Global Customers 26 of the Fortune 100#26Digital leaders S shopify A ATLASSIAN twitter Dropbox Etsy PayPal vimeo & Sofi instacart Traditional enterprises A& Fender Capital One GAP Chickp ELEVEN TARGET Kroger Yum! verizon 12 Jersey Mikes SUBS AT&T spirit Allstate Sabre Sotheby's INTERNATIONAL REALTY AMERICAN EXPRESS TD Bank VOLKSWAGEN asics @FITNESS AKTIENGESELLSCHAFT P&G TOPGOLF Levi's WESTERN UNION UnitedHealth Group THOMSON REUTERS Roche NWU NBCUniversal vivendi adidas ABInBev pepsi. edmunds EA#27Glossier. Fuck past Sotheby's Etsy BONOBOS RAPID intuit RETAIL A ATLASSIAN Outreach TOPGOLF GAP Fender SHEPER Can Customers Across a Range of Verticals overstock adidas P&G asics Kroger Levi's Yum! qualtrics SOFTWARE IBM MuleSoft Dialpad Appsflyer box Rakuten FINANCE MU JPMorga Capitalore SoFi (DELL) shopify avast LogMeIn Allstate AMERICAN EXPRESS DBank INDUSTRIAL Trimble VOLKSWAGEN spirit gm HubSpot Sabre A AUTODESK edmunds carta Dropbox AMC NETWORKS dailymotion CONSUMER PELOTON cabify camen instacart Lime PayPal AT&T Rappi SONY pepsi MEDIA & TELECOM V VONAGE WELLNESS HEADSPACE FITNESS WebMD Roche Vathenahealth Core.com Good SCHIBSTED Udth C FANDUEL A&E verizon meredith Le Monde vidiQ & THOR fubo" M #CBC vimeo 12 EA NBCUniversal vivendi#28MARKET OPPORTUNITY#29JENNIFER JOHNSON Amplitude | Chief Marketing & Strategy Officer D#30500+ MILLION New Digital Apps By 2023#31Digital Optimization Era Digital Transformation Reimagine business with digital products Digital Optimization Optimize digital products to drive business outcomes#32Large Market Opportunity in Early Innings SMBs < 100 employees Mid-Market 100-1,000 employees Enterprise >1,000 employees#33Large Market Opportunity in Early Innings Estimated potential market X penetration ¹ Median ARR value 2 + Attach-rate and uplift multiple 3 =~$37B Total Addressable Market4 1 The market penetration rate is based on internal estimates. Market penetration factors include a business' digital maturity, the industry in which it operates, and our belief of spend potential, among other factors. For example, while we believe our Digital Optimization System has applicability for businesses of all sizes, we have included only a very small fraction of the businesses with less than 100 employees in our current addressable market to account for the fact that many businesses of this size may not be representative of our core target customers. 2 Calculated using internally generated company data based on actual customer spend by size and industry. This ARR primarily reflects customer spend on our analytics offering and does not reflect the potential spend on additional products, Recommend and Experiment, recently released in 2021, which we believe are integral to powering digital optimization. 3 We use a conservative attach-rate and an assumed uplift multiple on each ARR by cohort based on internal estimates of potential additional spend. 4 Estimate for 2021#34#1 Product Analytics as ranked by G2 G² #1 Product Analytics 2021#35GO-TO-MARKET STRATEGY#36MATT HEINZ Amplitude | Chief Revenue Officer#37Direct Sales Product-Led Growth Partnerships#38Channel Sales Cycle Implementation Time Corporate Inbound -1-2 Months ~60 Days 1 Enterprise Outbound -4-6 Months -90 Days#39More Data ingested Into Amplitude More Products to Optimize $1 Growing Amplitude Users $- - New Amplitude Products Adopted New Organization Use Cases#40119% Net Dollar Retention#41Leading Consumer Platform Company $20K ARR <80 Monthly Active Users 6 Years >$4M ARR >475 Monthly Active Users Leading Consumer Discretionary Company $140K ARR <30 Monthly Active Users 3 Years >$1M ARR >225 Monthly Active Users Leading Enterprise SaaS Company $30K ARR <35 Monthly Active Users 6 Years >$2M ARR >1000 Monthly Active Users#42Leading Enterprise SaaS Company ARR >1100 Monthly Active Users $50K 5 Years 5 Years >$2M Monthly Active Users (MAU) figure represents the highest number of MAUS for the period FQ2 2021. Beginning Annual Recurring Revenue (ARR) is measured as of December 31, 2016. Ending ARR is measured as of the period FQ2 2021. ARR#4336% International Revenue#44FINANCIAL MODEL#45A HOANG VUONG Amplitude | Chief Financial Officer#46POL $129 MILLION TTM Revenue#47FIL 57% Revenue Growth FY'2021 H1 YOY#48>95% Recurring Revenue#49Paying Customers 739 FY2019 1039 FY2020 41% growth YoY#50Paying Customers 739 FY2019 1039 FY2020 1280 FY2021'H1 51% growth YoY#51Customers with >$100K in ARR 208 FY2019 262 FY2020 We define ARR as the annual recurring revenue of subscription agreements at a point in time based on the terms of customers' contracts 311 FY2021'H1#52Customers with >$1M in ARR 11 FY2019 15 FY2020 We define ARR as the annual recurring revenue of subscription agreements at a point in time based on the terms of customers' contracts 22 FY2021'H1#53Customers with over $100,000 ARR = 72% of total ARR We define ARR as the annual recurring revenue of subscription agreements at a point in time based on the terms of customers' contracts#54Land $140k 2018 Grow Event Volume Expand Usage $500k Upgrade Product Suite $1.5M Today#55Dollar-Based Net Retention Rate (NRR) 116% 119% 119% FY2019 FY2020 FY2021'H1 We calculate Dollar-Based Net Retention rate as of a period end by starting with the ARR from the cohort of all customers as of 12 months prior to such period-end (the "Prior Period ARR"). We then calculate the ARR from these same customers as of the current period-end (the "Current Period ARR"). Current Period ARR includes any expansion and is net of contraction or attrition over the last 12 months, but excludes ARR from new customers as well as any overage charges in the current period. We then divide the total Current Period ARR by the total Prior Period ARR to arrive at the point-in-time dollar-based net retention rate. We then calculate the weighted average of the trailing 12-month point-in-time dollar-based not retention rates to arrive at the dollar-based net retention rate#56Revenue 50% growth YoY $68M FY2019 $102M FY2020#57Revenue 57% growth YoY $46M FY2020'H1 $72M FY2021'H1#58Revenue $24M Q2 2020 66% YOY $39M Q2 2021#59U.S. revenue 64% 1H 2021 International revenue 36%#60Non-GAAP Gross Margin 68% FY2019 Please refer to end of the video for Non-GAAP to GAAP reconciliations. 71% FY2020 71% FY2021'H1#61Non-GAAP Loss from Operations Margin FY2019 (39%) Please refer to end of the video for Non-GAAP to GAAP reconciliations. FY2020 (6%) FY2021'H1 (10%)#62Free Cash Flow and Free Cash Flow Margin FY2019 (24%) ($16.7M) FY2020 (12%) ($12.6M) FY2021'H1 (10%) ($6.9M) Please refer to end of the video for Non-GAAP to GAAP reconciliations. We define free cash flow as net cash used in operating activities, less cash used for purchases of property and equipment and capitalized internal-use software costs.#63Long-Term Target Model Percentage of Revenue (Non-GAAP) Gross Margin Sales & Marketing General & Administrative Research & Development Operating Margin Free Cash Flow Margin FY2020 (¹) 71% 44% 14% 19% (6%) (12%) 1H 2021(¹) 71% 48% 14% 19% (10%) (10%) Long-Term Target (2) 75%+ 27% -29% 9-11% 16-18% 20%+ 25%+ Please refer to end of video for Non-GAAP to GAAP reconciliation. The long-term targets are subject to significant business, economic, regulatory and competitive uncertainties and contingencies, many of which are beyond the control of the Company and its management and are based on assumptions with respect to future decisions, which may change. Actual results will vary from these targets and those variations may be material. For a discussion of some of the important factors that could cause actual results to vary materially from the target or other forward-looking information presented herein, please consult the "Risk Factors" section of the preliminary prospectus. Nothing in this presentation should be regarded as a representation by the Company or any person that these targets or goals will be achieved, and the Company takes no obligation to update these targets or goals. The Company has not provided a reconciliation of the forward-looking non-GAAP information presented in the long-term targets because material items that impact such reconciliation are not reasonable estimable at this time.#64GAAP to Non-GAAP Reconciliation ($ in thousands, Fiscal Year Ended December 31) GAAP Revenue GAAP Gross Profit GAAP Gross Margin² Add: Stock-based compensation expense¹ Add: Acquired intangible assets amortization Non-GAAP Gross Profit Non-GAAP Gross Margin² GAAP Research & Development Expense GAAP Research & Development Margin² Less: Stock-based compensation expense¹ Less: Amortization of acquired intangible assets Non-GAAP Research & Development Expense Non-GAAP Research & Development Margin² GAAP Sales & Marketing Expense GAAP Sales & Marketing Margin² Less: Stock-based compensation expense¹ Less: Direct listing expense Non-GAAP Sales & Marketing Expense Non-GAAP Sales & Marketing Margin² GAAP General & Administrative Expense GAAP General & Administrative Margin² Less: Stock-based compensation expense¹ Less: Direct listing expense Non-GAAP General & Administrative Expense Non-GAAP General & Administrative Margin² ¹Stock-based compensation expense-related charges include employer payroll tax-related expenses on employee stock transactions. FY2019 $68,442 $46,337 67.7% 358 $46,695 68.2% FY2020 $102,464 $71,981 70.3% 590 227 $72,798 71.0% $26,098 25.5% (5,609) (518) $19,971 19.5% $51,819 50.6% (6,548) $45,271 44.2% $18,067 17.6% (3,901) $14,166 13.8% Six Months Ended June 30, 2021 $72,364 $49,974 69.1% 483 651 $51,108 70.6% $15,529 21.5% (2,129) $13,400 18.5% $15,529 50.9% (1,709) (13) $35,088 48.5% $13,531 18.7% (1,394) (2,125) $10,012 13.8%#65GAAP to Non-GAAP Reconciliation (Cont'd) ($ in thousands, Fiscal Year Ended December 31) GAAP Revenue GAAP Loss from Operations GAAP Operating Margin² Add: Stock-based compensation expense¹ Add: Acquired intangible assets amortization Add: Direct listing expenses Non-GAAP Loss from Operations Non-GAAP Loss from Operations Margin² Free Cash Flow Net Cash used in operating activities Less: Purchase of property and equipment Less: Capitalization of internal-use software costs Free Cash Flow Free Cash Flow Margin² Rule of 40 (Revenue Growth + FCF Margin) Revenue Growth FCF Margin² Rule of 40 ¹Stock-based compensation expense-related charges include employer payroll tax-related expenses on employee stock transactions. FY2019 $68,442 ($34,331) (50.2%) 7,376 ($26,995) (39.4)% ($16,036) (648) ($16,684) (24.4)% FY2020 $102,464 ($24,003) (23.4%) 16,648 745 ($6,610) (6.4)% ($10,392) (984) (1,224) ($12,600) (12.3)% 49.7% (12.3%) 37.4% Six Months Ended June 30, 2021 $72,364 ($15,896) (22.0%) 5,714 651 2,139 ($7,392) (10.2)% ($5,523) (655) (731) ($6,909) (9.6)% 57.2% (9.6)% 47.6%