# Feature Experiment

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.

{% outcomes heading="Explore Experiment" %}
{% outcome icon="ShieldCheck" title="Roll out features without the risk" href="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 %}
{% outcome icon="FlaskConical" title="Prove which change wins" href="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 %}
{% outcome icon="Eye" title="Test the website without an engineer" href="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 %}
{% outcome icon="Code" title="Run experiments anywhere users are" href="https://amplitude.com/docs/sdks/experiment-sdks" %}
Use Experiment SDKs to flag and test features across web, mobile, and backend.
{% /outcome %}
{% outcome icon="Plug" title="Automate your release workflow" href="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 %}
{% outcome icon="Zap" title="See Experiment in action" href="https://app.amplitude.com/experiment/demo/470648/config/69916/activity" %}
Click through a hands-on demo before you instrument your own product.
{% /outcome %}
{% /outcomes %}

## 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.

{% academy-link
   title="Getting Started with Amplitude Experiment"
   url="https://academy.amplitude.com/path/getting-started-with-amplitude-experiment-learning-path"
   description="Earn a badge when you learn the Amplitude Experiment workflow and understand how get set up for experiments that produce trustworthy results."
/%}