Amplitude has spent a decade arguing that product analytics is a way of thinking rather than a dashboard, and whatever you make of that as positioning, it has produced noticeably better training than competitors who treat education purely as onboarding. The academy teaches concepts that hold up outside the product, and that is not the norm in this category. The best content is on event taxonomy. This sounds dry and it is the single highest-leverage thing in the whole curriculum.
Every analytics implementation I have seen fail has failed here, in the first month, when someone starts firing events named in whatever way seemed reasonable at the time, with properties that differ subtly between platforms, and nobody writes any of it down. Two years later there are four events that arguably mean signup, none of them documented, and every analysis begins with an archaeology project. Amplitude teaches naming conventions, property design, the discipline of a tracking plan and the practice of governing changes to it, and this material is worth several hours of anyone's time regardless of which vendor they use. Get this right and every subsequent question becomes answerable.
Get it wrong and no amount of tooling saves you. The behavioural analysis material is also good. Cohort construction, retention curve interpretation, the difference between a user who churned and a user who has not come back yet, and the distinction between correlation in a funnel and anything resembling causation. The course material is appropriately careful about the last one, which I did not expect, since the commercially convenient message is that the tool reveals why users do things rather than what they did.
The North Star framework gets heavy emphasis and this is where I would push back. The idea, picking a single metric that captures the value your product delivers and aligning the organisation behind it, is a reasonable one with real benefits in focus and communication. It is also an opinionated position with known failure modes, particularly the way any single metric becomes a target and then stops measuring what it was chosen to measure. Teams optimise the North Star, the North Star goes up, and the underlying thing it was a proxy for does not move.
Amplitude teaches the framework as established practice rather than as a defensible choice among several, and a learner who takes it at face value will be surprised when it does not work as cleanly in a business with an enterprise sales motion and a six month cycle as it does in a consumer app with daily usage. The consumer bias runs through the examples more generally, and B2B practitioners will find themselves translating constantly. The certification structure is the sharpest criticism. The free courses and the badge programme are genuinely free and genuinely useful, which I want to be clear about.
Above that sits the Data Management Expert certification, which carries a substantial fee in the low hundreds of dollars. Amplitude runs promotional codes that waive it entirely at various points in the year, which is generous when it is running and slightly odd as a pricing strategy, since a credential that is three hundred dollars in one month and free in the next has an unstable value. My practical advice is to check for a current promotion before paying, and to be honest with yourself about whether the badge actually matters for your role, because the knowledge is available free either way. Four.
The free layer is among the best vendor training I have reviewed in this category. The paid layer is the reason it is not higher.