Amazon's main purpose in building an analytics tool is to drive spend to the Amazon App Store. If you can't measure the ROI of their app store, you can't devote more resources to it.
This applies to just about all the big tech companies and their respective distribution platforms: Google with AdWords, Facebook with mobile ads, and Apple with the iOS app store. Lots of dollars flow through these platforms, and Amazon/Facebook/Apple don't want their developers measuring those dollars with a hostile competitor's analytics offering. (Often, the hostile competitor they have in mind is Google.)
You'll notice this in the screenshots for Amazon's mobile analytics. On the Overview page, note the breakdown of "Lifetime Value Per User". There are separate figures for iOS users, Android users, and...Fire OS users. A line item for "Fire iOS users" would never be so prominent in Google or Apple's analytics (or even present).
Thus, Amazon et al. focus on making their own analytics tools good at measuring acquisition (prioritizing their own channels) and some high-level metrics. Digging into the data is much less of a priority. Even basic questions - "what's the conversion rate for my signup flow?", "what are the email addresses of my active users?", "what percent of my revenue comes from repeat visits?" - require you to use a different tool.
Bigger companies are aware of this feature gap and happy to pay the price premium. But startups are (appropriately) more price-sensitive, even though a solid investment in growth/analytics is arguably more important for startups.
I'd love to hear HN's feedback on how Heap (and other analytics companies) can structure their pricing to better accommodate small companies.