Amplitude ships warehouse-native mode
Amplitude can now query the warehouse directly without ingesting raw event data.
Reduces duplication between analytics and the warehouse. Strengthens the case for warehouse-aligned analytics.
Valence is tracking this as a meaningful input to the optimal customer growth architecture. The full reasoning, evidence trail, and recommended response are below.
How this propagates through the architecture
- AmplitudeMost positively affected by this shift.
- Enterprise
- B2C
- Retail
- Financial Services
What this changes about the optimal architecture
Reduces duplication between analytics and the warehouse. Strengthens the case for warehouse-aligned analytics.
This is meaningful, but not yet category-defining. We will revise this perspective as more evidence arrives.
Every source, transparently cited
- Vendor DocumentationAmplitude BlogPublished Nov 14, 2025 · Updated this weekTrust84
- Customer architectures24
- Public sources1
- Vendor announcements1
- Community discussions6
- Product launches1
This perspective evolves as evidence arrives
- v1Initial publication.Nov 14, 2025 · 8 months ago
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Open Architecture Studio“Reduces duplication between analytics and the warehouse. Strengthens the case for warehouse-aligned analytics.”
This is meaningful, but not yet category-defining. We will revise this perspective as more evidence arrives.
Continue down the reasoning graph
- AIΔ +4.0Snowflake releases Cortex AgentsNative agent framework reduces the need for standalone decisioning layers above the warehouse.Read perspective
- ArchitectureΔ +8.7CustomerLake adoption acceleratesDatabricks CustomerLake is not another packaged CDP. It is a re-framing of where customer data lives. When the warehouse becomes the canonical store for identity, profiles, and events, every layer above it gets rebuilt around that gravity.Read perspective
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