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Testing · head to head

Applitools vs Eppo

Applitools logo

Applitools

Testing

AI-based visual regression testing, priced on component and page checkpoint volume

From
On request
Rated
-
Full reviewWebsite
Eppo logo

Eppo

Testing

Warehouse-native experimentation and feature flagging, now sold as Datadog Experiments

From
On request
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: Applitools the entry tier alone costs 667 US dollars a month on annual billing, a genuinely high floor compared to Percy's tiers or a plain screenshot-diffing open source approach.; Eppo datadog acquired Eppo in May 2025 and is folding it into Datadog Experiments, so you are now buying a component of an observability suite rather than an independent product, and roadmap priorities will follow Datadog’s bundle strategy.
  • They diverge on capability: Applitools covers Visual AI comparison, Eppo covers Warehouse-native analysis.
  • Prices and features above were last checked on 1 September 2026.

Where they differ

Only the attributes on which Applitools and Eppo actually diverge.

Attributes where Applitools and Eppo differ
AttributeApplitoolsEppo
Pricing modelPer month by checkpoint volumequote
PlatformsWeb, iOS, AndroidWeb, Cloud

Identical on both: starting price (On request), free tier (No), user rating (Not yet rated), category (Testing).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Applitools

  • Visual AI comparison
  • Storybook component testing
  • Figma design comparison
  • Cross-browser and device visual testing
  • Accessibility testing
  • NLP-based test authoring

Only in Eppo

  • Warehouse-native analysis
  • Sequential testing
  • CUPED variance reduction
  • Feature flagging
  • Metric governance
  • Contextual bandits
  • Experiment scorecards
  • Heterogeneous effect analysis

What people use each for

The jobs each tool is most often brought in to do.

Applitools

  • A team that abandoned pixel-diffing visual regression testing because of false-positive fatigue and wants a lower-noise alternativenot Eppo
  • A design system team wanting component-level visual testing against Storybook rather than only full-page checksnot Eppo
  • An organisation wanting automated verification that shipped UI matches its Figma source designnot Eppo
  • A team wanting NLP-based visual test authoring to reduce the coding overhead of writing visual test scripts, available at Professional tiernot Eppo

Eppo

  • A company whose experiment results have repeatedly disagreed with the analytics team’s own numbers because the two systems define revenue differentlynot Applitools
  • A product organisation with low traffic on a key surface that needs variance reduction to reach a decision in weeks instead of monthsnot Applitools
  • A team that must keep user-level event data inside its own warehouse for regulatory reasons and cannot ship it to a third-party analytics vendornot Applitools
  • An existing Datadog customer consolidating product analytics, feature flags and experimentation onto one vendor agreementnot Applitools

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Applitools

  • The entry tier alone costs 667 US dollars a month on annual billing, a genuinely high floor compared to Percy's tiers or a plain screenshot-diffing open source approach.
  • Professional and Enterprise tiers, which hold the more advanced authoring and unlimited execution features, are quote-only, removing pricing transparency exactly where a large buyer most needs it.
  • Visual AI still occasionally flags false positives on genuinely novel layouts or animation-heavy interfaces, so a baseline review process is still needed, not eliminated.
  • Checkpoint-based pricing means cost is directly tied to test suite size and coverage breadth, so expanding visual test coverage has a direct, compounding cost impact unlike time-based or seat-based pricing models.
  • Teams migrating from a simpler pixel-diffing tool face real setup and baseline migration work to establish Applitools baselines correctly across a large existing UI.

Eppo

  • Datadog acquired Eppo in May 2025 and is folding it into Datadog Experiments, so you are now buying a component of an observability suite rather than an independent product, and roadmap priorities will follow Datadog’s bundle strategy.
  • No pricing is published anywhere, before or after the acquisition; the site offers only a demo request, so cost cannot be estimated without a sales process and is likely to be quoted alongside a wider Datadog contract.
  • Because analysis runs in your warehouse, Eppo shifts compute cost onto your Snowflake or BigQuery bill; a large experiment programme with frequent recomputation raises a line item that does not appear in the Eppo quote at all.
  • Results are only as fresh as the pipeline feeding the warehouse, so teams used to near-real-time dashboards from an event-based tool will wait hours for updated numbers, which slows down the fast iteration loops some product teams rely on.
  • It assumes a mature data stack with a warehouse, defined metrics and analysts who can maintain them; an organisation without that has to build the data foundation first, which makes the real adoption cost far larger than the licence.

Pricing, plan by plan

Applitools

On request
  • Starter$667/month
    • Billed annually
    • 100,000 component checkpoints or 1,000 page checkpoints
    • Visual AI, Storybook and Figma integration, accessibility testing
  • Professional$undefined/month
    • Custom quote, starting around 150 active pages or 1,500 components
    • Unlimited executions, NLP-based test authoring
    • Priority support with a dedicated Slack channel
  • Enterprise$undefined/year
    • Custom quote, starting around 350 active pages or 1,500 components
    • SSO and dedicated or private cloud
    • Custom SLAs and a weekly account manager

Eppo

On request
  • Eppo, now Datadog Experiments$undefined/year
    • Warehouse-native experiment analysis
    • Feature flagging and assignment
    • Sequential testing and CUPED variance reduction

Which should you pick?

Choose Applitools if

  • You need visual ai comparison.
  • You work on Web, iOS, Android.
  • You also want storybook component testing.
Applitools review

Choose Eppo if

  • You need warehouse-native analysis.
  • You work on Web, Cloud.
  • You also want sequential testing.
Eppo review

Questions people ask

Is Applitools or Eppo better?
Neither clearly leads. Applitools starts at On request and Eppo at On request, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Applitools or Eppo?
Applitools starts at On request and Eppo at On request.
Does Applitools or Eppo run on more platforms?
Applitools runs on Web, iOS, Android. Eppo runs on Web, Cloud.
What is Applitools best used for?
Applitools is most often used for a team that abandoned pixel-diffing visual regression testing because of false-positive fatigue and wants a lower-noise alternative, a design system team wanting component-level visual testing against storybook rather than only full-page checks, an organisation wanting automated verification that shipped ui matches its figma source design, a team wanting nlp-based visual test authoring to reduce the coding overhead of writing visual test scripts, available at professional tier. Of those, a team that abandoned pixel-diffing visual regression testing because of false-positive fatigue and wants a lower-noise alternative and a design system team wanting component-level visual testing against storybook rather than only full-page checks are not what Eppo is typically brought in for.
What can Applitools do that Eppo cannot?
Applitools covers Visual AI comparison, Storybook component testing, Figma design comparison, Cross-browser and device visual testing. Eppo covers Warehouse-native analysis, Sequential testing, CUPED variance reduction, Feature flagging.

Answered from the vendors’ own pages

Applitools: How is Applitools priced?

By checkpoint volume, component or page-level screenshot comparisons, with the entry Starter tier at 667 US dollars a month for 100,000 component or 1,000 page checkpoints.

Eppo: Is Eppo still a separate product?

It is still sold and supported, but Datadog acquired it in May 2025 and it is branded as Datadog Experiments. Buy it expecting a Datadog product roadmap.

Applitools: How is it different from Percy?

Applitools uses an AI-based perceptual comparison model designed to reduce false positives from rendering noise; Percy is generally pixel-diffing based and lower cost per screenshot.

Eppo: What does it cost?

Nothing is published. There is no pricing page, only a demo request, and pricing is now likely bundled into a Datadog agreement.

Applitools: Does it test individual components or only full pages?

Both; Storybook integration allows component-level visual testing in addition to full-page checks.

Eppo: Does it need a data warehouse?

Yes. Warehouse-native analysis is the whole architecture. Without Snowflake, BigQuery, Redshift or Databricks there is no product.

Eppo: Does it include feature flags?

Yes. Assignment and measurement come from the same system, which is the main reason teams pick it over pairing a flag tool with a separate analysis tool.

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