Amplitude keeps your personal data for as long as it needs to for business and legal purposes, then deletes or anonymizes it.
This analysis describes what Amplitude's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
The retention period is not specified with precision, meaning data could be held for extended periods without a defined endpoint tied to your specific relationship with Amplitude.
Interpretive note: Retention periods for specific data categories are not enumerated, making it unclear how long any particular type of personal information will be held.
The policy does not specify fixed retention periods for most data categories, which means Amplitude may retain your personal information for an indeterminate duration based on broad business justifications.
How other platforms handle this
We retain data as needed to facilitate and personalize your use of CL, combat fraud/abuse and/or as required by law.
We retain your personal information for as long as necessary to fulfill the purposes for which it was collected, including for the purposes of satisfying any legal, accounting, or reporting requirements, to resolve disputes, and to enforce our agreements. When we no longer need to use your personal ...
We retain personal data for as long as necessary to fulfill the purposes for which it was collected, including to satisfy any legal, accounting, or reporting requirements, to resolve disputes, and to enforce our agreements. The criteria used to determine our retention periods include: the length of ...
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"We retain personal information for as long as necessary to provide our services, comply with legal obligations, resolve disputes, and enforce our agreements. When we no longer need to retain personal information, we will delete or anonymize it.— Excerpt from Amplitude's Amplitude Privacy Notice
(1) REGULATORY LANDSCAPE: GDPR's data minimization and storage limitation principles require that personal data be kept no longer than necessary for the specified purpose. The absence of specific retention periods for individual data categories may be assessed against GDPR Article 5(1)(e) during a supervisory authority audit. CCPA does not impose specific retention limits but requires disclosure of retention practices. (2) GOVERNANCE EXPOSURE: Low to Medium. Open-ended retention language is common in SaaS privacy notices but may face scrutiny from EU data protection authorities that expect specific retention schedules. Amplitude's role as a processor for customer data means retention practices may also be governed by DPA terms negotiated with business customers. (3) JURISDICTION FLAGS: EU and UK regulators are most likely to challenge vague retention language. California's CPRA requires that retention periods or criteria be disclosed in privacy notices, so the notice's general language may require more specificity to fully satisfy CPRA obligations. (4) CONTRACT AND VENDOR IMPLICATIONS: Business customers should negotiate specific data retention and deletion schedules in their DPAs with Amplitude, particularly for regulated industry data. The notice's statement that data is deleted or anonymized when no longer needed should be operationally verified in vendor assessments. (5) COMPLIANCE CONSIDERATIONS: Compliance teams should request Amplitude's data retention schedule for each data category processed, verify that deletion requests result in actual deletion within documented timeframes, and ensure that anonymization processes meet the legal standard for irreversibility under applicable law.
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The retention period is not specified with precision, meaning data could be held for extended periods without a defined endpoint tied to your specific relationship with Amplitude.
The policy does not specify fixed retention periods for most data categories, which means Amplitude may retain your personal information for an indeterminate duration based on broad business justifications.
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