Apollo.io vs Close vs Amplemarket (2026)

How to choose between Apollo.io, Close and Amplemarket

All three are strong crm & sales tools, which is why they top our testing. The right choice comes down to your priority:

• Pick Apollo.io if you want finding b2b leads. It scored 9.6/10, with 90/100 on ease of use and 94/100 on value. Free plan · no card.
• Pick Close if closing deals faster matters most. It scored 9.3/10, and calling, sms & email native, no add-ons. 14-day free trial.
• Pick Amplemarket for ai-powered outbound sales. It scored 9/10 and is worth a look if the first two don't fit. Free demo.

On value specifically, Apollo.io leads the trio. On ease of use, Apollo.io is the most approachable. Since all three offer a free way to start, the most reliable approach is to shortlist the one that matches your priority above, trial it on real work for a week, and only then commit. If it doesn't click, the other two are quick to test as well.

Want the wider picture? See every option we've tested in the best crm & sales guide, or compare all their prices in the crm & sales pricing comparison. You can also read our full reviews of Apollo.io, Close and Amplemarket.

Apollo.io at a glance

The best lead database we've tested, period. The free plan alone replaces tools that cost $100/mo. It's best for finding b2b leads, scoring 9.6/10 overall (90/100 ease, 96/100 features, 94/100 value, 85/100 support).

Close at a glance

If your team lives on the phone, nothing beats Close. Calling that other CRMs charge extra for is standard here. It's best for closing deals faster, scoring 9.3/10 overall (88/100 ease, 92/100 features, 86/100 value, 90/100 support).

Amplemarket at a glance

The closest thing to hiring an AI SDR. Our test sequences got replies human-written ones didn't. It's best for ai-powered outbound sales, scoring 9/10 overall (84/100 ease, 93/100 features, 84/100 value, 88/100 support).

FAQ

Final verdict

After testing all three head to head, Apollo.io is our overall winner at 9.6/10, thanks to its balance of finding b2b leads, value and ease of use. The best lead database we've tested, period. The free plan alone replaces tools that cost $100/mo. For most people choosing between Apollo.io, Close and Amplemarket, it's the safest starting point.

That said, the beauty of this category is that all three are free to try, so there's no risk in testing your shortlist. Match the tool to your top priority using the guidance above, start with a free trial, and let a week of real use make the final call for you. Whichever you choose, you'll be picking from the strongest options we've found in crm & sales.

And because switching later is always possible, the cost of starting with the winner and adjusting is low, another reason not to overthink the initial decision. Each of these tools earned its place through the same hands-on process we apply to everything on this site: real accounts, real work, and at least two weeks of use before we scored it, so you can trust the ranking reflects genuine day-to-day performance rather than a features checklist.