The public evidence ladder
Each artifact carries a different inference. The missing customer outcome is part of the result, not a gap to hide.
| Public artifact | Observable fact | Safe conclusion | What remains missing |
|---|---|---|---|
| Kraftful announcement, 10 July 2025 | Kraftful described joining Amplitude and a native Voice of Customer direction | The acquired company stated an integration intent | Delivery, usage, customer response |
| Amplitude 2025 Form 10-K | The acquisition was completed on 3 July 2025; the filing describes the technology integration | The transaction and first-party integration account are documented | Independent validation of the integration |
| AI Feedback disclosure in the 2025 filing | AI Feedback was reported as launched in November 2025 following the Kraftful acquisition | A dated product disclosure exists | Customer adoption, usage depth, and value created |
| Customer or business outcome | No Kraftful-specific adoption or outcome measure was found in the bounded record | The public record has an outcome boundary | Customer-level data, a defined cohort, and a comparison path |
Swipe or scroll horizontally if the table is wider than your screen.
Reference & Evidence
Source: Author's synthesis of the Kraftful announcement and Amplitude's 2025 Form 10-K. The filing claims are first-party disclosures. The ladder does not establish customer adoption or business impact.
Each line is a claim from the register this journal publishes against, resolved from the register at build time.
- B The filing's own sentence: "On July 3, 2025, the Company completed the acquisition of Kraftful, Inc." by acquiring all of its outstanding capital stock Amplitude 2025 Form 10-K, business-combination note, accession 0001193125-26-057847 ·
AK25-C1 - B And the stated purpose, verbatim: "integrating Kraftful's Voice of Customer Technology to unite quantitative user behavioral data and qualitative user feedback into Amplitude". A first-party disclosure, so it records an intention and not an outcome Amplitude 2025 Form 10-K, investments in platform and goodwill note ·
AK25-C2 - B Amplitude's 2025 filing records AI Feedback as launched in November 2025 Amplitude 2025 Form 10-K, product launches section ·
AK25-C3 - B The same filing says AI Feedback was developed following the July Kraftful acquisition Amplitude 2025 Form 10-K, product launches section ·
AK25-C4 - B Kraftful described the product as joining Amplitude and planned a native Voice of Customer integration Kraftful, "Kraftful is joining Amplitude," 10 July 2025, page capture ·
AK25-C5
Grades: A, verified against the printed page of the primary source · B, primary source, text layer only · C, authoritative secondary · D, reported.
Related exhibits
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The outcome boundary
From the essay A voice-of-customer acquisition is not customer knowledge
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Four reasons the same increase can mean different things
From the essay Price elasticity is not a property of your market
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The synthetic product-led growth worksheet
From the essay What is product-led growth? Product usage is not a growth loop