AMP (Accelerated Mobile Pages) is an open-source framework, originally developed by Google, for building extremely fast-loading, stripped-down versions of web pages specifically for mobile devices, using a restricted subset of HTML, CSS, and JavaScript.
AMP gained significant adoption in the years following its launch, particularly among publishers, since Google previously gave AMP pages preferential treatment in certain mobile search features. However, Google has since removed the AMP requirement for those features, and its usage has declined significantly as modern responsive design and improved Core Web Vitals compliance can achieve similarly fast performance without AMP’s technical constraints.
For most modern websites today, focusing on genuinely fast-loading responsive design and strong Core Web Vitals scores is generally a more practical and future-proof approach than adopting AMP.
We evaluate whether AMP still makes sense on a case-by-case basis within our Technical SEO service.