The policy states that personal information is retained for the duration necessary to provide services, meet legal obligations, resolve disputes, and enforce agreements, after which it will be deleted or anonymized.
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
This provision establishes Amplitude's data retention framework but does not specify retention periods for particular categories of data, which may be relevant to GDPR Article 5(1)(e)'s storage limitation principle and to CCPA/CPRA's data minimization requirements.
Interpretive note: The policy does not specify retention periods for different categories of personal data, creating uncertainty about whether the retention framework satisfies GDPR Article 5(1)(e)'s storage limitation requirements.
Minor language update changing "personal information" to "your personal information" and "our services" to "our Services" for consistency and clarity.
View full change record →Under this clause, Amplitude retains personal information without specifying fixed retention periods for different data categories, relying on necessity-based criteria tied to service delivery, legal obligations, and dispute resolution. Individuals may submit deletion requests through the designated portal, subject to applicable legal exceptions.
How other platforms handle this
to request that your data be transferred to a third party (data portability)
Your organization may allow you to access and export your data in order to back it up or transfer it to a service outside of Google.
Further, you may take legal actions in relation to any potential breach of your rights regarding the processing of your Personal Information, as well as to lodge complaints before the competent data prot...
"We retain your personal information for as long as necessary to provide you with our Services, to comply with our legal obligations, to resolve disputes, and to enforce our agreements. When we no longer need to retain your personal information, we will delete or anonymize it.Excerpt from Amplitude's Privacy Notice
REGULATORY LANDSCAPE: This provision engages GDPR Article 5(1)(e) (storage limitation), CCPA/CPRA data minimization requirements, and applicable records retention laws.
Enforcement risk, jurisdiction flags, contract triggers, and due diligence action items.
Ad personalization controls removed. Contact scanning added. Advertiser data partnerships quietly dropped. A timeline of every change.
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This provision establishes Amplitude's data retention framework but does not specify retention periods for particular categories of data, which may be relevant to GDPR Article 5(1)(e)'s storage limitation principle and to CCPA/CPRA's data minimization requirements.
Under this clause, Amplitude retains personal information without specifying fixed retention periods for different data categories, relying on necessity-based criteria tied to service delivery, legal obligations, and dispute resolution. Individuals may submit deletion requests through the designated portal, subject to applicable legal exceptions.
ConductAtlas has identified this type of provision across 289 platforms. See the full comparison.
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