diff --git a/.ecr-repository-policy.json b/.ecr-repository-policy.json
new file mode 100644
index 0000000000000..0c911601a6c02
--- /dev/null
+++ b/.ecr-repository-policy.json
@@ -0,0 +1,22 @@
+{
+    "Version": "2012-10-17",
+    "Statement": [
+      {
+        "Sid": "ECR Repository Policy",
+        "Effect": "Allow",
+        "Principal": {
+          "AWS": "*"
+        },
+        "Action": [
+          "ecr:BatchCheckLayerAvailability",
+          "ecr:BatchGetImage",
+          "ecr:GetDownloadUrlForLayer"
+        ],
+        "Condition": {
+          "StringEquals": {
+            "aws:PrincipalOrgID": "o-t9bcvmrskg"
+          }
+        }
+      }
+    ]
+  }
diff --git a/datahub-graphql-core/src/main/java/com/linkedin/datahub/graphql/analytics/resolver/GetHighlightsResolver.java b/datahub-graphql-core/src/main/java/com/linkedin/datahub/graphql/analytics/resolver/GetHighlightsResolver.java
index c631a13b0bcb6..18cd0d7b1672f 100644
--- a/datahub-graphql-core/src/main/java/com/linkedin/datahub/graphql/analytics/resolver/GetHighlightsResolver.java
+++ b/datahub-graphql-core/src/main/java/com/linkedin/datahub/graphql/analytics/resolver/GetHighlightsResolver.java
@@ -111,6 +111,7 @@ private List<Highlight> getHighlights() {
     getEntityMetadataStats("Pipelines", EntityType.DATA_FLOW).ifPresent(highlights::add);
     getEntityMetadataStats("Tasks", EntityType.DATA_JOB).ifPresent(highlights::add);
     getEntityMetadataStats("Domains", EntityType.DOMAIN).ifPresent(highlights::add);
+    getEntityMetadataStats("Data Products", EntityType.DATA_PRODUCT).ifPresent(highlights::add);
     return highlights;
   }
 
diff --git a/datahub-web-react/src/app/analytics/analytics.ts b/datahub-web-react/src/app/analytics/analytics.ts
index a66d76a09cf4d..2e2fc3c7cce8f 100644
--- a/datahub-web-react/src/app/analytics/analytics.ts
+++ b/datahub-web-react/src/app/analytics/analytics.ts
@@ -18,11 +18,12 @@ const { NODE_ENV } = process.env;
 
 export function getMergedTrackingOptions(options?: any) {
     const isThirdPartyLoggingEnabled = JSON.parse(localStorage.getItem(THIRD_PARTY_LOGGING_KEY) || 'false');
+
     return {
         ...options,
         plugins: {
             mixpanel: isThirdPartyLoggingEnabled,
-            amplitude: isThirdPartyLoggingEnabled,
+            amplitude: true, // Only want amplitude so hard-code true. We hard code the API keys too, so 🤷
             googleAnalytics: isThirdPartyLoggingEnabled,
         },
     };
diff --git a/datahub-web-react/src/app/analytics/plugin/amplitude.ts b/datahub-web-react/src/app/analytics/plugin/amplitude.ts
index e6346a02e9acd..4cc004032dfe8 100644
--- a/datahub-web-react/src/app/analytics/plugin/amplitude.ts
+++ b/datahub-web-react/src/app/analytics/plugin/amplitude.ts
@@ -7,5 +7,13 @@ const apiKey = isEnabled ? amplitudeConfigs.apiKey : undefined;
 
 export default {
     isEnabled,
-    plugin: apiKey && amplitude({ apiKey, options: {} }),
+    plugin:
+        apiKey &&
+        amplitude({
+            apiKey,
+            options: {
+                apiEndpoint: 'api.eu.amplitude.com',
+                serverZone: 'EU',
+            },
+        }),
 };
diff --git a/datahub-web-react/src/app/context/UserContextProvider.tsx b/datahub-web-react/src/app/context/UserContextProvider.tsx
index 3bcff15cc2748..1353b195b0b47 100644
--- a/datahub-web-react/src/app/context/UserContextProvider.tsx
+++ b/datahub-web-react/src/app/context/UserContextProvider.tsx
@@ -3,6 +3,7 @@ import { useGetMeLazyQuery } from '../../graphql/me.generated';
 import { useGetGlobalViewsSettingsLazyQuery } from '../../graphql/app.generated';
 import { CorpUser, PlatformPrivileges } from '../../types.generated';
 import { UserContext, LocalState, DEFAULT_STATE, State } from './userContext';
+import analytics from '../analytics';
 
 // TODO: Migrate all usage of useAuthenticatedUser to using this provider.
 
@@ -41,6 +42,21 @@ const UserContextProvider = ({ children }: { children: React.ReactNode }) => {
     const [getMe, { data: meData, refetch }] = useGetMeLazyQuery({ fetchPolicy: 'cache-first' });
     useEffect(() => getMe(), [getMe]);
 
+    /**
+     * Identify the user in the analytics tool once on component mount.
+     * This lets Amplitude identify (and thus segment) the users on more attributes.
+     * There may be a more optimal place to put this call, but I'm not sure
+     */
+    useEffect(() => {
+        if (meData?.me?.corpUser) {
+            const corpUser = meData.me.corpUser as CorpUser;
+            const info = corpUser.info ?? {};
+            analytics.identify(corpUser.urn, {
+                ...info,
+            });
+        }
+    }, [meData]);
+
     /**
      * Retrieve the Global View settings once on component mount.
      */
diff --git a/datahub-web-react/src/conf/analytics.ts b/datahub-web-react/src/conf/analytics.ts
index 2506ec408b5ba..975a56fac1cec 100644
--- a/datahub-web-react/src/conf/analytics.ts
+++ b/datahub-web-react/src/conf/analytics.ts
@@ -6,10 +6,10 @@ const config: any = {
     // mixpanel: {
     //    token: 'fad1285da4e618b618973cacf6565e61',
     // },
-    // amplitude: {
-    //    apiKey: 'c5c212632315d19c752ab083bc7c92ff',
-    // },
-    // logging: true,
+    amplitude: {
+        apiKey: '<AMPLITUDE_API_KEY>',
+    },
+    logging: true,
     datahub: {
         enabled: true,
     },
diff --git a/metadata-service/configuration/src/main/java/com/linkedin/metadata/config/telemetry/TelemetryConfiguration.java b/metadata-service/configuration/src/main/java/com/linkedin/metadata/config/telemetry/TelemetryConfiguration.java
index 3821cbbed83e8..fb807a2495361 100644
--- a/metadata-service/configuration/src/main/java/com/linkedin/metadata/config/telemetry/TelemetryConfiguration.java
+++ b/metadata-service/configuration/src/main/java/com/linkedin/metadata/config/telemetry/TelemetryConfiguration.java
@@ -23,4 +23,5 @@ public class TelemetryConfiguration {
      * Whether or not server telemetry should be enabled
      */
     public boolean enabledServer;
-}
\ No newline at end of file
+
+}
diff --git a/metadata-service/configuration/src/main/resources/application.yml b/metadata-service/configuration/src/main/resources/application.yml
index dfc7218eb772d..69329eb7fe2f3 100644
--- a/metadata-service/configuration/src/main/resources/application.yml
+++ b/metadata-service/configuration/src/main/resources/application.yml
@@ -319,4 +319,4 @@ cache:
   search:
     lineage:
       ttlSeconds: ${CACHE_SEARCH_LINEAGE_TTL_SECONDS:86400} # 1 day
-      lightningThreshold: ${CACHE_SEARCH_LINEAGE_LIGHTNING_THRESHOLD:300}
\ No newline at end of file
+      lightningThreshold: ${CACHE_SEARCH_LINEAGE_LIGHTNING_THRESHOLD:300}