# Feature Experiment

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Test, analyze, and ship product changes with confidence. Amplitude Experiment unites feature flags and experimentation so you can release features safely and measure their impact across web, mobile, and backend.

**Outcome:** [Roll out features without the risk](https://amplitude.com/docs/feature-experiment/workflow/feature-flag-rollouts)

Release behind a flag, ramp to the audience you choose, and turn it off the moment something looks wrong.

**Outcome:** [Prove which change wins](https://amplitude.com/docs/feature-experiment/experiment-quick-start)

Run A/B, multivariate, and bandit tests so the data, not the loudest opinion, makes the call.

**Outcome:** [Test the website without an engineer](https://amplitude.com/docs/feature-experiment/feature-vs-web-experimentation)

Edit pages with a visual editor and ship the winning variant without a code deploy.

**Outcome:** [Run experiments anywhere users are](https://amplitude.com/docs/sdks/experiment-sdks)

Use Experiment SDKs to flag and test features across web, mobile, and backend.

**Outcome:** [Automate your release workflow](https://amplitude.com/docs/apis/experiment/experiment-management-api)

Manage flags, experiments, and deployments from CI, scripts, or your own tools with the Experiment APIs.

**Outcome:** [See Experiment in action](https://app.amplitude.com/experiment/demo/470648/config/69916/activity)

Click through a hands-on demo before you instrument your own product.

## Ship with feature flags

Use flags to control release scope, target audiences, and rollback paths before you measure impact.

- [Create a feature flag or experiment](https://amplitude.com/docs/feature-experiment/workflow/create) to define the change you want to ship.
- [Configure variants](https://amplitude.com/docs/feature-experiment/workflow/configure) to set treatment values, payloads, and rollout behavior.
- [Define the audience](https://amplitude.com/docs/feature-experiment/workflow/define-audience) to target users by properties, cohorts, or segments.
- [Manage rollouts](https://amplitude.com/docs/feature-experiment/workflow/feature-flag-rollouts) to release gradually and reduce launch risk.

## Run trustworthy experiments

Build each experiment around clear goals, clean exposure tracking, and a decision workflow.

- [Define experiment goals](https://amplitude.com/docs/feature-experiment/workflow/define-goals) to choose primary and secondary metrics.
- [Track exposure](https://amplitude.com/docs/feature-experiment/track-exposure) so analysis uses the users who encountered the variant.
- [Estimate experiment duration](https://amplitude.com/docs/feature-experiment/workflow/experiment-estimate-duration) to set expectations before launch.
- [Make a decision](https://amplitude.com/docs/feature-experiment/workflow/make-decision-experiment) to ship, iterate, or stop the experiment.

### [Getting Started with Amplitude Experiment](https://academy.amplitude.com/path/getting-started-with-amplitude-experiment-learning-path)

Earn a badge when you learn the Amplitude Experiment workflow and understand how get set up for experiments that produce trustworthy results.