Accelerated Mobile Pages (AMP)

AMP (Accelerated Mobile Pages) is an open-source framework created by Google to deliver fast-loading mobile web pages with an optimized user experience. AMP restricts HTML, CSS, and JavaScript usage to ensure near-instant loading times—often under one second.

AMP pages are typically served through Google’s CDN and cached for speed, making them especially popular with content-heavy sites such as news outlets, blogs, and e-commerce platforms. By enforcing strict performance standards—like streamlined HTML, optimized images, and limited JavaScript—AMP ensures consistently fast delivery.

Relevance in 2025

While AMP once provided ranking advantages in mobile search, Google has shifted focus toward Core Web Vitals and overall page experience metrics. As a result, AMP is no longer required to achieve top rankings, though it can still provide performance benefits in certain contexts.

For AI-powered search and Answer Engine Optimization (AEO), AMP’s fast-loading and accessible structure can improve crawlability and enhance user experience signals. However, its restrictions often limit flexibility for interactive features, analytics, and custom designs—leading many businesses to prefer Core Web Vitals optimization as a modern alternative.

Implementation

Deploying AMP requires creating separate AMP page versions, validating AMP markup, ensuring content parity with standard pages, and implementing structured data. Performance should also be tracked with AMP-specific analytics. Businesses increasingly weigh these extra steps against the simplicity of optimizing standard pages for Core Web Vitals.