View source for Accelerated Mobile Pages

{{Short description|Open source fast loading HTML framework}}
{{Use mdy dates|date=May 2024}}
{{Infobox website
| name = Accelerated Mobile Pages
| logo = Accelerated Mobile Pages logo.svg
| author = [[Google]]
| launch_date = {{Start date and age|2015|10|07}}
| current_status = Online
| website = [https://amp.dev/ amp.dev]
}}

'''AMP''' (originally an [[acronym]] for '''Accelerated Mobile Pages'''<ref>{{cite web|url=https://blog.amp.dev/2019/05/01/amp-as-your-web-framework/|title=AMP as your web framework|website=AMP|access-date=May 14, 2019|archive-date=April 23, 2021|archive-url=https://web.archive.org/web/20210423154051/https://blog.amp.dev/2019/05/01/amp-as-your-web-framework/|url-status=live}}</ref>) is an [[open source]] [[HTML]] framework developed by the AMP Open Source Project.<ref>{{cite web|url=https://github.com/ampproject|title=AMP|website=GitHub|access-date=February 29, 2020|archive-date=August 8, 2021|archive-url=https://web.archive.org/web/20210808174055/https://github.com/ampproject|url-status=live}}</ref> It was originally created by [[Google]] as a competitor to [[Facebook Instant Articles]] and [[Apple News]].<ref>{{cite web|url=https://www.cio.com/article/2992634/google-takes-on-apple-news-facebook-instant-articles-with-amp.html|title=Google takes on Apple News, Facebook Instant Articles with AMP|author=Matt Kapko|date=October 14, 2015|publisher=CIO|access-date=February 29, 2020|archive-date=April 21, 2021|archive-url=https://web.archive.org/web/20210421101213/https://www.cio.com/article/2992634/google-takes-on-apple-news-facebook-instant-articles-with-amp.html|url-status=live}}</ref> AMP is optimized for mobile web browsing and intended to help webpages load faster.<ref>{{cite web|url=https://www.ampproject.org/learn/about-amp/|title=The Accelerated Mobile Pages Project|website=AMP|access-date=November 6, 2016|archive-date=February 24, 2017|archive-url=https://web.archive.org/web/20170224040933/https://www.ampproject.org/learn/about-amp/|url-status=live}}</ref> AMP pages may be cached by a [[Content delivery network|CDN]], such as [[Cloudflare]]'s AMP caches, which allows pages to be served more quickly.<ref>{{cite web|url=https://support.google.com/webmasters/answer/6340290?hl=en|title=Google Search guidelines for AMP pages|website=Google|access-date=August 21, 2017|archive-date=February 17, 2017|archive-url=https://web.archive.org/web/20170217120602/https://support.google.com/webmasters/answer/6340290?hl=en|url-status=live}}</ref><ref>{{cite web|url=https://amp.cloudflare.com/|title=Cloudflare AMP Cache|website=Cloudflare|access-date=February 29, 2020|archive-url=https://web.archive.org/web/20200313090100/https://amp.cloudflare.com/|archive-date=March 13, 2020|url-status=dead}}</ref><ref>{{cite web|url=https://www.bing.com/webmaster/help/bing-amp-cache-bc1c884c|title=Bing AMP Cache|website=Bing Webmaster Tools|access-date=February 29, 2020|archive-date=December 7, 2020|archive-url=https://web.archive.org/web/20201207211207/https://www.bing.com/webmaster/help/bing-amp-cache-bc1c884c|url-status=live}}</ref>

AMP was first announced on October 7, 2015.<ref name=introducing/> After a technical preview period, AMP pages began appearing in Google mobile search results in February 2016.<ref>{{cite web|url=https://blog.amp.dev/2016/02/24/amping-up-in-google-search/|title=AMPing Up in Google Search|website=The AMP Blog|access-date=February 29, 2020|archive-date=May 27, 2021|archive-url=https://web.archive.org/web/20210527130853/https://blog.amp.dev/2016/02/24/amping-up-in-google-search/|url-status=live}}</ref><ref>{{cite web|url=https://searchenginewatch.com/2016/02/23/google-has-launched-accelerated-mobile-pages/|title=Google has launched Accelerated Mobile Pages|author=Christopher Ratcliff|date=February 23, 2016|website=Search Engine Watch|access-date=April 3, 2016|archive-date=March 22, 2016|archive-url=https://web.archive.org/web/20160322171831/https://searchenginewatch.com/2016/02/23/google-has-launched-accelerated-mobile-pages/|url-status=live}}</ref> AMP has been criticized for potentially giving further control over the web to Google and other concerns.<ref name="Politico2018">{{cite web|url=https://www.politico.eu/article/google-amp-accelerated-mobile-pages-competition-antitrust-margrethe-vestager-mobile-android/|title=Google's mobile web dominance raises competition eyebrows|last=Scott|first=Mark|date=June 1, 2018|website=Politico|access-date=February 9, 2020|archive-date=May 30, 2021|archive-url=https://web.archive.org/web/20210530134642/https://www.politico.eu/article/google-amp-accelerated-mobile-pages-competition-antitrust-margrethe-vestager-mobile-android/|url-status=live}}</ref> The AMP Project announced it would move to an open governance model on September 18, 2018, and is part of the [[OpenJS Foundation]] as of October 10, 2019.<ref name=governance>{{cite web|url=https://blog.amp.dev/2018/09/18/governance/|title=An open governance model for the AMP Project|website=The AMP Blog|access-date=February 29, 2020|archive-date=May 28, 2021|archive-url=https://web.archive.org/web/20210528161620/https://blog.amp.dev/2018/09/18/governance/|url-status=live}}</ref><ref name=loosens/><ref>{{Cite web |last=Lardinois |first=Frederic |date=October 10, 2019 |title=Google takes AMP to the OpenJS Foundation |url=https://techcrunch.com/2019/10/10/google-takes-amp-to-the-openjs-foundation/ |access-date=May 7, 2023 |website=[[TechCrunch]] |language=en-US |archive-date=May 7, 2023 |archive-url=https://web.archive.org/web/20230507180223/https://techcrunch.com/2019/10/10/google-takes-amp-to-the-openjs-foundation/ |url-status=live }}</ref>

== History ==

=== Announcement and launch ===
The AMP Project was announced by Google on October 7, 2015, following discussions with its partners in the [[Digital News Initiative]] (DNI), and other news publishers and technology companies around the world, about improving the performance of the mobile web. More than 30 news publishers and several technology companies (including [[Twitter]], [[Pinterest]], [[LinkedIn]] and [[WordPress]]) were initially announced as collaborators in the AMP Project.<ref name=introducing>{{cite web|url=https://blog.google/products/search/introducing-accelerated-mobile-pages/|title=Introducing the Accelerated Mobile Pages Project, for a faster, open mobile web|date=October 7, 2015|website=Google|language=en|access-date=February 9, 2020|archive-date=June 17, 2021|archive-url=https://web.archive.org/web/20210617085040/https://blog.google/products/search/introducing-accelerated-mobile-pages/|url-status=live}}</ref><ref>{{cite web|url=https://www.businessinsider.com/google-launches-accelerated-mobile-pages-2015-10|title=Google has launched a major project that aims to make the entire mobile web load a lot faster|last=Eadicicco|first=Lara O'Reilly, Lisa|website=Business Insider|access-date=February 9, 2020|archive-date=August 8, 2021|archive-url=https://web.archive.org/web/20210808174055/https://www.businessinsider.com/google-launches-accelerated-mobile-pages-2015-10|url-status=live}}</ref>

AMP pages first appeared to web users in February 2016, when Google began to show the AMP versions of webpages in mobile search results. Initially links to AMP pages were restricted to a "Top Stories" section of Google's mobile search results; by September 2016 Google started linking to AMP content in the main mobile search results area.<ref>{{Cite news|url=http://searchengineland.com/google-opens-amp-firehose-259569|title=Google opens the AMP fire hose|date=October 3, 2016|work=Search Engine Land|access-date=August 31, 2017|language=en-US|archive-date=September 1, 2017|archive-url=https://web.archive.org/web/20170901022133/http://searchengineland.com/google-opens-amp-firehose-259569|url-status=live}}</ref> At the time, Google search distinguished AMP links with an icon.

According to one of the co-founders of the AMP Project, Malte Ubl, AMP was originally called PCU, which stood for Portable Content Unit.<ref name="YouTube">{{cite web |last1=Ubl |first1=Malte |title=AMP Contributor Summit 2018 Keynote |url=https://www.youtube.com/watch?v=v9DodaxyipU |access-date=October 11, 2018 |website=YouTube |publisher=The AMP Channel |archive-date=February 14, 2019 |archive-url=https://web.archive.org/web/20190214213726/https://www.youtube.com/watch?v=v9DodaxyipU&gl=US&hl=en |url-status=live }}</ref>

=== Growth and expansion ===
In September 2016, [[Microsoft]] announced support for AMP in the [[Bing (search engine)|Bing]] apps for [[iOS]] and [[Android (operating system)|Android]].<ref>{{Cite news|url=https://blogs.bing.com/search/September-2016/bing-app-joins-the-amp-open-source-effort|title=Bing App joins the AMP open-source effort|date=September 23, 2016|work=Bing Webmaster Blog|access-date=April 8, 2019|language=en|archive-date=May 7, 2019|archive-url=https://web.archive.org/web/20190507015834/https://blogs.bing.com/search/September-2016/bing-app-joins-the-amp-open-source-effort|url-status=live}}</ref>

In February 2017, a year after the public launch of AMP, [[Adobe Inc.|Adobe]] reported AMP pages accounted for 7% of all web traffic for top publishers in the United States.<ref>{{Cite news|url=https://theblog.adobe.com/google-amp-one-year-later/|title=Google AMP: One Year Later|date=February 23, 2017|work=Digital Marketing Blog|publisher=Adobe|access-date=August 31, 2017|language=en-US|archive-date=February 20, 2018|archive-url=https://web.archive.org/web/20180220124016/https://theblog.adobe.com/google-amp-one-year-later/|url-status=dead}}</ref>

In May 2017, Google reported 900,000 web domains were publishing AMP pages with more than two billion AMP pages published globally.<ref>{{cite web|url=https://www.ampproject.org/latest/blog/turbocharging-amp/|title=Turbocharging AMP |publisher=AMP Project|language=en|access-date=August 31, 2017|archive-url=https://web.archive.org/web/20170901031846/https://www.ampproject.org/latest/blog/turbocharging-amp/|archive-date=September 1, 2017|url-status=dead}}</ref>

In June 2017, Twitter started linking to AMP pages from its iOS and Android apps.<ref>{{Cite news|url=http://searchengineland.com/twitter-ramps-amp-278300|title=Twitter ramps up AMP|date=July 7, 2017|work=Search Engine Land|access-date=August 31, 2017|language=en-US|archive-date=September 1, 2017|archive-url=https://web.archive.org/web/20170901023818/http://searchengineland.com/twitter-ramps-amp-278300|url-status=live}}</ref>

In September 2018, Microsoft began rolling out its own Bing AMP viewer and AMP cache.<ref>{{Cite news|url=https://blogs.bing.com/Webmaster-Blog/September-2018/Introducing-Bing-AMP-viewer-and-Bing-AMP-cache|title=Introducing Bing AMP viewer and Bing AMP cache|date=September 19, 2018|work=Bing Webmaster Blog|access-date=April 8, 2019|language=en|archive-date=May 4, 2019|archive-url=https://web.archive.org/web/20190504164301/https://blogs.bing.com/Webmaster-Blog/September-2018/Introducing-Bing-AMP-viewer-and-Bing-AMP-cache|url-status=live}}</ref>

On December 7, 2018, AMP announced their official WordPress plugin, which allowed WordPress websites to include AMP-ready pages.<ref name="AMP Project">{{cite web |last1=Medina |first1=Alberto |title=The Official AMP Plugin for WordPress |url=https://www.ampproject.org/latest/blog/the-official-amp-plugin-for-wordpress/ |access-date=December 7, 2018 |publisher=AMP Project |language=en |archive-date=January 20, 2019 |archive-url=https://web.archive.org/web/20190120043606/https://www.ampproject.org/latest/blog/the-official-amp-plugin-for-wordpress/ |url-status=live }}</ref>

As announced by AMP's tech lead Malte Ubl at AMP Conf '19, AMP is now just AMP, and does not stand for Accelerated Mobile Pages anymore.<ref>{{Cite news |date=April 19, 2019 |title=AMP Conf Keynote |url=https://www.youtube.com/watch?v=1vwOFt9FBm4&t=205s |url-status=live |archive-url=https://web.archive.org/web/20210808174055/https://www.youtube.com/watch?v=1vwOFt9FBm4&t=233s |archive-date=August 8, 2021 |access-date=May 17, 2019 |language=en}}</ref> AMP is designed to be mobile friendly but isn't just for mobile. It works across many device types, including desktop and tablet, and comes with helpful responsive design features.<ref>{{cite web |title=Myth-busting: 7 truths about developing web pages with AMP, formerly known as Accelerated Mobile Pages |url=https://www.thinkwithgoogle.com/intl/en-gb/marketing-strategies/app-and-mobile/myth-busting-7-truths-about-developing-web-pages-amp-formerly-known-accelerated-mobile-pages/ |access-date=October 3, 2021 |website=Think with Google |language=en-gb |archive-date=October 3, 2021 |archive-url=https://web.archive.org/web/20211003180846/https://www.thinkwithgoogle.com/intl/en-gb/marketing-strategies/app-and-mobile/myth-busting-7-truths-about-developing-web-pages-amp-formerly-known-accelerated-mobile-pages/ |url-status=live }}</ref>

=== Decline ===
{{expand-section|date=May 2023}}
Starting in 2021, support for AMP was discontinued in some apps. In November, [[Twitter]] updated its developer guidelines to say that "We’re in the process of discontinuing support for this feature"; the Twitter mobile apps for Android and iOS simply load the non-AMP versions of webpages.<ref>{{cite web |title=Twitter no longer opens the AMP version of articles on Android, iOS |url=https://9to5google.com/2021/11/18/twitter-amp/ |access-date=November 19, 2021 |archive-date=November 19, 2021 |archive-url=https://web.archive.org/web/20211119022808/https://9to5google.com/2021/11/18/twitter-amp/ |url-status=live }}</ref> In April 2021, Google removed AMP as an SEO criterion in favor of page loading speed and other "page experience" metrics. In search results, the Top Stories list will no longer be restricted to AMP pages, and AMP pages will no longer be distinguished by an icon.<ref>{{cite web |title=Google Search ranking will factor 'page experience' and speed from June as AMP icon set to disappear |url=https://9to5google.com/2021/04/19/google-search-page-experience/ |access-date=November 19, 2021 |archive-date=October 28, 2023 |archive-url=https://web.archive.org/web/20231028200406/https://9to5google.com/2021/04/19/google-search-page-experience/ |url-status=live }}</ref>

On April 20, 2022, [[Brave Browser]] rolled out new features to automatically bypass AMP pages.<ref>{{Cite web |title=Brave's latest feature bypasses Google AMP pages |url=https://techcrunch.com/2022/04/20/braves-latest-feature-automatically-bypasses-google-amp-pages/ |access-date=April 21, 2022 |website=TechCrunch |language=en-US}}</ref> Also on the same day, [[DuckDuckGo]] announced that they will also automatically bypass AMP pages on their DuckDuckGo browser and on their DuckDuckGo Privacy Essentials [[browser extension]].<ref>{{Cite web |last=Lyons |first=Kim |date=April 20, 2022 |title=DuckDuckGo's browsers and extensions now protect against AMP tracking |url=https://www.theverge.com/2022/4/20/23033522/duckduckgo-browsers-extensions-amp-google-tracking-privacy |access-date=April 21, 2022 |website=The Verge |language=en |archive-date=April 21, 2022 |archive-url=https://web.archive.org/web/20220421074056/https://www.theverge.com/2022/4/20/23033522/duckduckgo-browsers-extensions-amp-google-tracking-privacy |url-status=live }}</ref>

On November 29, 2023, [[Ghost (blogging platform)]] announced the removal of AMP in a coming update. Listed reasons for removal are that web development has grown beyond needing AMP, Google is no longer using it as a ranking factor, bad user experience, and decreased adoption. <ref>{{Cite web |date=November 29, 2023 |title=Upcoming removal of AMP in Ghost 6.0: What you need to know |url=https://forum.ghost.org/t/upcoming-removal-of-amp-in-ghost-6-0-what-you-need-to-know/43034 |access-date=March 13, 2024 |website=Ghost Forum |language=en}}</ref><ref>{{Cite web |title=Added notice of upcoming removal of AMP by JohnONolan · Pull Request #19178 · TryGhost/Ghost |url=https://github.com/TryGhost/Ghost/pull/19178 |access-date=March 13, 2024 |website=GitHub |language=en}}</ref>

== AMP Framework ==
=== AMP HTML ===
The AMP framework consists of three components: 
AMP HTML, which is standard HTML markup with [[web components]]; 
AMP JavaScript, which manages resource loading; and AMP caches,<ref>{{cite web|title=How AMP pages are cached|url=https://amp.dev/documentation/guides-and-tutorials/learn/amp-caches-and-cors/how_amp_pages_are_cached/|access-date=October 3, 2021|website=amp.dev|language=en|archive-date=September 28, 2021|archive-url=https://web.archive.org/web/20210928212754/https://amp.dev/documentation/guides-and-tutorials/learn/amp-caches-and-cors/how_amp_pages_are_cached/|url-status=live}}</ref> which serve and validate AMP pages.<ref>{{cite web|url=https://www.ampproject.org/learn/overview/|title=Overview – AMP|website=www.ampproject.org|language=en|access-date=August 31, 2017|archive-date=September 4, 2017|archive-url=https://web.archive.org/web/20170904143504/https://www.ampproject.org/learn/overview/|url-status=live}}</ref>

Most AMP pages are delivered by Google's AMP cache, but other companies can support AMP caches.  Internet performance and security company [[Cloudflare]] launched an AMP cache in March 2017.<ref>{{Cite news|url=https://globenewswire.com/news-release/2017/03/08/933397/0/en/Cloudflare-Announces-Ampersand-the-First-Open-AMP-Cache-to-Give-Publishers-More-Control-of-their-Mobile-Optimized-Content.html|title=Cloudflare Announces Ampersand, the First Open AMP Cache, to Give Publishers More Control of their Mobile-Optimized Content|author=Cloudflare|work=GlobeNewswire News Room|access-date=August 31, 2017|language=en-US|archive-date=September 1, 2017|archive-url=https://web.archive.org/web/20170901062958/https://globenewswire.com/news-release/2017/03/08/933397/0/en/Cloudflare-Announces-Ampersand-the-First-Open-AMP-Cache-to-Give-Publishers-More-Control-of-their-Mobile-Optimized-Content.html|url-status=live}}</ref>

=== Web Stories ===
Web Stories, known as AMP Stories until April 2020,<ref>{{cite web |last1=Southern |first1=Matt |title=Google's 'Top Stories' to Show More Than Just AMP Pages |url=https://www.searchenginejournal.com/googles-top-stories-to-show-more-than-just-amp-pages/370792/ |website=Search Engine Journal |access-date=June 3, 2020 |language=en |date=May 29, 2020 |archive-date=June 3, 2020 |archive-url=https://web.archive.org/web/20200603012105/https://www.searchenginejournal.com/googles-top-stories-to-show-more-than-just-amp-pages/370792/ |url-status=live }}</ref> were introduced in 2018.<ref name="Wiggers">{{cite web |last1=Wiggers |first1=Kyle |title=Google creates 'dedicated placement' in search results for AMP Stories, starting with travel category |url=https://venturebeat.com/2019/05/09/google-creates-dedicated-placement-in-search-results-for-amp-stories-starting-with-travel-category/ |website=VentureBeat |access-date=June 3, 2020 |date=May 9, 2019 |archive-date=August 15, 2020 |archive-url=https://web.archive.org/web/20200815084943/https://venturebeat.com/2019/05/09/google-creates-dedicated-placement-in-search-results-for-amp-stories-starting-with-travel-category/ |url-status=live }}</ref> Web stories are a mobile-focused format for delivering news and information as tap-through stories.

=== AMP Email ===
In 2018, Google announced the new AMP Email section of the AMP framework.<ref>{{cite web|date=February 13, 2018|title=Bringing the power of AMP to Gmail|url=https://blog.google/products/g-suite/bringing-power-amp-gmail/|access-date=April 21, 2021|website=Google|language=en|archive-date=August 2, 2021|archive-url=https://web.archive.org/web/20210802141025/https://www.blog.google/products/g-suite/bringing-power-amp-gmail/|url-status=live}}</ref> AMP for email allows senders to include interactive AMP components inside emails. Email clients that support AMP are able to display components directly inside the email.<ref>{{cite web|title=Supported email platforms, clients and providers|url=https://amp.dev/support/faq/email-support/|access-date=April 21, 2022|website=AMP Project|language=en|archive-date=May 18, 2022|archive-url=https://web.archive.org/web/20220518205656/https://amp.dev/support/faq/email-support/|url-status=live}}</ref> When viewed in an unsupported email client, AMP emails display fallback HTML no different from a standard HTML email as an alternative.<ref>{{cite web|title=Add AMP to existing emails|url=https://amp.dev/documentation/guides-and-tutorials/integrate/add-email/|access-date=April 21, 2022|website=AMP Project|language=en|archive-date=April 21, 2022|archive-url=https://web.archive.org/web/20220421170719/https://amp.dev/documentation/guides-and-tutorials/integrate/add-email/|url-status=live}}</ref>

=== AMP Ads ===
AMP Ads are adverts marked up using a variant of AMP HTML and CSS, designed to be used inline in both AMP and normal HTML pages. They feature restrictions and automatic validation aimed at guaranteeing performance and security, while supporting common functionality such as analytics tracking and limited interactivity.<ref>{{cite web|title=Intro to AMPHTML ads|url=https://amp.dev/documentation/guides-and-tutorials/learn/intro-to-amphtml-ads|access-date=September 26, 2024|website=amp.dev|language=en}}</ref>

== Technology ==
=== Online format ===
AMP pages are published online and can be displayed in most current [[Web browser|browsers]].<ref>{{cite web|url=https://www.ampproject.org/support/faqs/supported-browsers|title=Supported Browsers|publisher=AMP Project|language=en|access-date=September 7, 2018|archive-date=September 9, 2018|archive-url=https://web.archive.org/web/20180909040753/https://www.ampproject.org/support/faqs/supported-browsers|url-status=live}}</ref> When a standard webpage has an AMP counterpart, a link to the AMP page is usually placed in an [[HTML tag]] in the [[source code]] of the standard page.

=== Third-party integration ===
Any organization or individual can build products or features which will work on AMP pages, provided they comply with the AMP Project specifications. As of July 2017, the AMP Project's website listed around 120 advertising companies and around 30 analytics companies as AMP Project participants.<ref>{{cite web|url=https://www.ampproject.org/support/faqs/supported-platforms|title=Supported Platforms, Vendors and Partners|website=AMP Project|language=en|access-date=August 31, 2017|archive-date=September 1, 2017|archive-url=https://web.archive.org/web/20170901031818/https://www.ampproject.org/support/faqs/supported-platforms|url-status=live}}</ref>

=== Performance ===
Google reports that AMP pages served in Google search typically load in less than one second and use ten times less data than the equivalent non-AMP pages.<ref>{{cite web|url=http://www.blog.google:443/products/search/search-results-are-officially-ampd/|title=Search results are officially AMP'd|date=September 20, 2016|website=Google|access-date=August 31, 2017}}{{Dead link|date=September 2019 |bot=InternetArchiveBot |fix-attempted=yes }}</ref> [[CNBC]] reported a 75% decrease in mobile page load time for AMP Pages over non-AMP pages,<ref>{{cite web|url=https://www.ampproject.org/case-studies/cnbc/|title=CNBC|website=AMP Project|language=en|access-date=August 31, 2017|archive-date=September 1, 2017|archive-url=https://web.archive.org/web/20170901031841/https://www.ampproject.org/case-studies/cnbc/|url-status=live}}</ref> while [[Gizmodo]] reported that AMP pages loaded three times faster than non-AMP pages.<ref>{{cite web|url=https://www.ampproject.org/case-studies/gizmodo/|title=Gizmodo|website=AMP Project|language=en|access-date=August 31, 2017|archive-date=September 1, 2017|archive-url=https://web.archive.org/web/20170901023700/https://www.ampproject.org/case-studies/gizmodo/|url-status=live}}</ref>

An academic paper about AMP<ref name="amp_jin" /> reveals that AMP pages' page load time is 2.5 times faster than non-AMP versions in Google's search result page without pre-rendering. With pre-rendering, the AMP version is approximately nine times faster than the non-AMP version, though pre-rendering may consume additional mobile data.

=== Parity with canonical pages ===
Google has announced that as of February 1, 2018, it will require the content of canonical pages and those displayed through AMP be substantially the same.<ref name="verge" /> This is aimed at improving the experience of users by avoiding common difficulties with the [[user interface]], and increase security and trust (See {{section link||Exploitation for malicious purposes}}).

== Reception ==

=== Comparison to other formats ===
AMP is often compared to [[Facebook Instant Articles]] and [[Apple News]].<ref>{{cite web|url=https://venturebeat.com/2016/08/14/google-amp-vs-facebook-instant-articles/|title=Why I prefer Google AMP pages to Facebook Instant Articles|last=Novet|first=Jordan|date=August 14, 2016|website=VentureBeat|language=en-US|access-date=February 28, 2019|archive-date=November 8, 2020|archive-url=https://web.archive.org/web/20201108103519/http://venturebeat.com/2016/08/14/google-amp-vs-facebook-instant-articles/|url-status=live}}</ref><ref>{{cite web|url=https://www.viget.com/articles/your-guide-to-mobile-publishing-formats-amp-facebook-instant-articles-and-apple-news/|title=Your Guide to Mobile Publishing Formats: AMP, Facebook Instant Articles, and Apple News|last=Travis|first=Ben|date=December 13, 2016|website=Viget|language=en|access-date=February 28, 2019|archive-date=November 8, 2020|archive-url=https://web.archive.org/web/20201108151119/https://www.viget.com/articles/your-guide-to-mobile-publishing-formats-amp-facebook-instant-articles-and-apple-news/|url-status=live}}</ref> All three formats were announced in 2015 with the stated goal of making mobile content faster and easier to consume.<ref>{{cite web|url=https://media.fb.com/2015/05/12/instantarticles/|title=Introducing Instant Articles |website=Facebook Media|access-date=August 31, 2017|archive-url=https://web.archive.org/web/20171118193946/https://media.fb.com/2015/05/12/instantarticles/|archive-date=November 18, 2017|url-status=dead}}</ref><ref>{{Cite news|url=https://www.apple.com/newsroom/2015/06/08Apple-Announces-News-App-for-iPhone-iPad/|title=Apple Announces News App for iPhone & iPad|work=Apple Newsroom|access-date=August 31, 2017|language=en-US|archive-date=October 24, 2020|archive-url=https://web.archive.org/web/20201024183502/https://www.apple.com/newsroom/2015/06/08Apple-Announces-News-App-for-iPhone-iPad/|url-status=live}}</ref> AMP Project supporters claim that AMP is a collaborative effort among publishers and technology companies, and that AMP is designed to work on the web instead of proprietary mobile apps.

=== Google control ===
Google's [[Richard Gingras]] said:

{{blockquote|There's a very big difference between having a proprietary platform that says it's open, and having an open-source platform that is open to anyone to modify and adapt. It's the difference between saying come into my walled garden vs. not having a walled garden.<ref name=":0">{{cite web|url=http://fortune.com/2016/08/16/google-publishers-amp/|title=Google Says It Wants to Help Publishers Fight Facebook|last=Ingram|first=Mathew|website=Fortune|date=August 16, 2016|access-date=August 4, 2019|archive-date=April 29, 2019|archive-url=https://web.archive.org/web/20190429012248/http://fortune.com/2016/08/16/google-publishers-amp/|url-status=live}}</ref>}}

However, some critics believe that AMP is an impending [[Closed platform|walled garden]] as Google begins to host AMP-restricted versions of their websites directly on google.com:

{{blockquote|They say AMP is not actually supporting the open web because it is a "fork" or variation on HTML and one that Google essentially controls&nbsp;... Some publishers have complained that as Google prioritizes AMP links—as it recently said it will do in mobile search—media companies will lose even more control because AMP pages are hosted and controlled by Google. "Our mobile search traffic is moving to be majority AMP (Google hosted and not on our site) which limits our control over UI, monetization et al," said one digital media executive, quoted in a ''[[Fortune (magazine)|Fortune]]'' article.<ref name=":0"/>}}

AMP has been criticized by figures inside the tech industry<ref>{{cite web|url=https://www.theregister.co.uk/2017/05/19/open_source_insider_google_amp_bad_bad_bad/|title=Kill Google AMP before it kills the web|first=Scott Gilbertson May 19, 2017|last=at 08:25|website=The Register|access-date=April 16, 2019|archive-date=May 3, 2020|archive-url=https://web.archive.org/web/20200503211933/https://www.theregister.co.uk/2017/05/19/open_source_insider_google_amp_bad_bad_bad/|url-status=live}}</ref><ref>{{cite web|url=https://boingboing.net/2018/01/10/enclosure-vs-expedience.html|title=Web developers publish open letter taking Google to task for locking up with web with AMP|website=Boing Boing|access-date=April 16, 2019|archive-date=November 11, 2020|archive-url=https://web.archive.org/web/20201111235538/https://boingboing.net/2018/01/10/enclosure-vs-expedience.html|url-status=live}}</ref><ref>{{cite web|url=https://www.theverge.com/2018/3/8/17095078/google-amp-accelerated-mobile-page-announcement-standard-web-packaging-urls|title=Inside Google's plan to make the whole web as fast as AMP|first=Dieter|last=Bohn|date=March 8, 2018|website=The Verge|access-date=April 16, 2019|archive-date=December 19, 2020|archive-url=https://web.archive.org/web/20201219021414/https://www.theverge.com/2018/3/8/17095078/google-amp-accelerated-mobile-page-announcement-standard-web-packaging-urls|url-status=live}}</ref><ref>{{cite web|url=https://arstechnica.com/gadgets/2018/03/google-claims-its-going-to-build-its-proprietary-amp-using-web-standards/|title=Google claims it's going to build its proprietary AMP using Web standards|first=Peter|last=Bright|date=March 10, 2018|website=Ars Technica|access-date=April 16, 2019|archive-date=November 9, 2020|archive-url=https://web.archive.org/web/20201109021056/https://arstechnica.com/gadgets/2018/03/google-claims-its-going-to-build-its-proprietary-amp-using-web-standards/|url-status=live}}</ref> as an attempt by Google to exert its dominance on the web by dictating how websites are built and monetized, and that "AMP is Google's attempt to lock publishers into its ecosystem".<ref>{{cite web|url=https://www.theregister.co.uk/2017/10/30/google_amp_lead_complains/|title=Google AMP supremo whinges at being called out on team's bulls***|first=Kieren|date=October 30, 2017|last=McCarthy|website=The Register|access-date=April 16, 2019|archive-date=November 13, 2019|archive-url=https://web.archive.org/web/20191113094911/https://www.theregister.co.uk/2017/10/30/google_amp_lead_complains/|url-status=live}}</ref>

Joshua Benton, director of the [[Nieman Journalism Lab]] at [[Harvard University]], said: "There is a sense in which AMP is a Google-built version of the web. We are moving from a world where you can put anything on your website to one where you can't because Google says so."<ref name="Politico2018"/> [[Ramon Tremosa]], a Spanish member of the [[European Parliament]], said: "AMP is an example of Google dialing up its anti-competitive practices under the nose of the competition regulators."<ref name="Politico2018"/>

Matthew Ingram of [[Fortune (magazine)|''Fortune'']] expressed concerns about Google's role and motives regarding the AMP Project:

{{blockquote|In a nutshell, these publishers are afraid that while the AMP project is nominally open-source, Google is using it to shape how the mobile web works, and in particular, to ensure a steady stream of advertising revenue&nbsp;... More than anything else, the concerns that some publishers have about AMP seems to be part of a broader fear about the loss of control over distribution in a platform-centric world, and the risks that this poses to traditional monetization methods such as display advertising.<ref name=":0" />}}

These charges were rebutted by Google. Google's Madhav Chinnappa stated that AMP must be a collaborative industry initiative in order for it to succeed in the long term:

{{blockquote|I get a little bit irritated when sometimes people call it Google's AMP, because it's not&nbsp;... AMP was created as an open source initiative and that for me is the reason for its success.<ref>{{Cite news|url=http://www.thedrum.com/opinion/2017/06/01/its-not-our-project-says-google-amp-the-open-format-gains-advantage-over-facebook|title='It's not our project' says Google of AMP as the open format gains advantage over Facebook's Instant Articles|work=The Drum|access-date=August 31, 2017|language=en|archive-date=September 1, 2017|archive-url=https://web.archive.org/web/20170901023340/http://www.thedrum.com/opinion/2017/06/01/its-not-our-project-says-google-amp-the-open-format-gains-advantage-over-facebook|url-status=live}}</ref>}}

In September 2018, Google began transitioning AMP to a more open governance model with governing committees composed of different stakeholders in the project, ranging from publishers that use AMP including ''[[The Washington Post]]'' and ''[[Axios (website)|Axios]]'' to other companies such as [[Microsoft]] and [[Twitter]].<ref name=loosens>{{Cite news|url=https://techcrunch.com/2018/09/18/answering-its-critics-google-loosens-reins-on-amp-project/|title=Answering its critics, Google loosens reins on AMP project|work=TechCrunch|access-date=September 18, 2018|language=en-US|archive-date=January 19, 2021|archive-url=https://web.archive.org/web/20210119102817/https://techcrunch.com/2018/09/18/answering-its-critics-google-loosens-reins-on-amp-project/|url-status=live}}</ref><ref name=governance/>

=== Pre-rendering problems ===
Some AMP implementations such as Google search results use pre-rendering to improve loading speeds of AMP pages. As in other cases where pre-rendering is used, this is out of the user's control and may increase data usage.<ref name=amp_jin>{{cite conference |first=Byungjin |last=Jun |title=AMP up your Mobile Web Experience: Characterizing the Impact of Google's Accelerated Mobile Project |conference=The 25th Annual International Conference on Mobile Computing and Networking |date=October 25, 2019 |location=Los Cabos |url=http://aqualab.cs.northwestern.edu/wp-content/uploads/2019/02/AMP-Mobicom-2019.pdf |access-date=July 23, 2019}}</ref>

{{blockquote|AMP prefetching and pre-rendering results in some additional data (and power) use with each search. The average 1.4&nbsp;MB of additional data per search that is used for pre-rendering an AMP page that the user may not visit is not trivial overhead for certain users with limited data plans.{{citation needed|date=September 2021}}}}

=== Monetization ===
Some publishers reported that AMP pages generate less advertising revenue per page than non-AMP pages.<ref>{{Cite news|url=https://digiday.com/media/publishers-excited-google-amp-traffic-wonder-revenue-will-follow/|title=Publishers are pleasantly surprised by Google AMP traffic|date=October 14, 2016|work=[[Digiday]]|access-date=August 31, 2017|language=en-US|archive-date=September 1, 2017|archive-url=https://web.archive.org/web/20170901024837/https://digiday.com/media/publishers-excited-google-amp-traffic-wonder-revenue-will-follow/|url-status=live}}</ref> ''[[The Wall Street Journal]]''{{'s}} Jack Marshall said:

{{blockquote|AMP pages rely heavily on standardized banner ad units, and don't allow publishers to sell highly-customized ad units, sponsorships or pop-up ads as they might on their own properties.<ref>{{cite web|url=https://searchenginewatch.com/2016/10/31/publishers-are-struggling-with-amp-page-monetization/|title=Publishers are struggling with AMP page monetization|work=Search Engine Watch|access-date=August 31, 2017|archive-date=September 1, 2017|archive-url=https://web.archive.org/web/20170901024713/https://searchenginewatch.com/2016/10/31/publishers-are-struggling-with-amp-page-monetization/|url-status=live}}</ref>}}

Other publishers have reported better success with AMP monetization. ''[[The Washington Post]]'' has been able to generate approximately the same amount of revenue from AMP pages as from standard mobile pages, according to director of product Joey Marburger. [[CNN]] chief product officer Alex Wellen said AMP Pages "largely monetize at the same rate" as standard mobile pages.<ref>{{Cite news|url=https://www.wsj.com/articles/google-amp-gets-mixed-reviews-from-publishers-1477648838|title=Google AMP Gets Mixed Reviews From Publishers|last=Marshall|first=Jack|date=October 28, 2016|work=Wall Street Journal|access-date=August 31, 2017|language=en-US|issn=0099-9660|archive-date=September 1, 2017|archive-url=https://web.archive.org/web/20170901110019/https://www.wsj.com/articles/google-amp-gets-mixed-reviews-from-publishers-1477648838|url-status=live}}</ref>

To improve advertising performance, the AMP Project launched the AMP Ads Initiative which includes support for more advertising formats and optimizations to improve ad load speed.<ref>{{cite web|url=https://www.ampproject.org/learn/who-uses-amp/amp-ads/|title=AMP Ads|website=AMP Project|language=en|access-date=August 31, 2017|archive-date=September 1, 2017|archive-url=https://web.archive.org/web/20170901025623/https://www.ampproject.org/learn/who-uses-amp/amp-ads/|url-status=live}}</ref><ref>{{cite web|url=https://www.ampproject.org/latest/blog/growing-the-amp-ads-initiative/|title=Growing the AMP Ads Initiative|website=AMP Project|language=en|access-date=August 31, 2017|archive-date=September 1, 2017|archive-url=https://web.archive.org/web/20170901025418/https://www.ampproject.org/latest/blog/growing-the-amp-ads-initiative/|url-status=live}}</ref>

=== Exploitation for malicious purposes<!--There is a link to this section above--> ===
Some observers believe AMP allows more effective phishing attempts. One serious flaw, noted by tech writer Kyle Chayka, is that disreputable parties who misuse AMP (as well as Facebook's similar [[Instant Articles]]) enable junk websites to share many of the same visual cues and features found on legitimate sites. Chayka stated that "All publishers end up looking more similar than different. That makes separating the real from the fake even harder."<ref name="salon">{{Cite news|url=https://www.salon.com/2017/09/24/russian-hackers-exploited-a-google-flaw-and-google-wont-fix-it/|title=Russian hackers exploited a Google flaw — and Google won't fix it|date=September 24, 2017|work=Salon|access-date=November 20, 2017|language=en-US|archive-date=November 20, 2017|archive-url=https://web.archive.org/web/20171120004700/https://www.salon.com/2017/09/24/russian-hackers-exploited-a-google-flaw-and-google-wont-fix-it/|url-status=live}}</ref>

In September 2017, Russian [[hacker]]s used an AMP vulnerability in [[phishing]] e-mails sent to investigative journalists critical of the Russian government, and hacked into their websites.<ref name="salon"/> Google announced on November 16, 2017, that it would prevent sites in Google search results from exploiting AMP to [[bait-and-switch]] users.<ref name=verge>{{Cite news|url=https://www.theverge.com/2017/11/16/16666950/google-amp-teaser-page-ban|title=Google will stop letting sites use AMP format to bait and switch readers|work=The Verge|access-date=November 20, 2017|archive-date=November 19, 2017|archive-url=https://web.archive.org/web/20171119081311/https://www.theverge.com/2017/11/16/16666950/google-amp-teaser-page-ban|url-status=live}}</ref> Since February 2018, AMP pages in Google search results must contain content equivalent to that of the non-AMP page.<ref>{{cite web|url=https://developers.google.com/search/blog/2017/11/engaging-users-through-high-quality-amp|title=Engaging users through high quality AMP pages|website=Google Search Central Blog|access-date=December 10, 2020|archive-date=November 25, 2020|archive-url=https://web.archive.org/web/20201125234139/https://developers.google.com/search/blog/2017/11/engaging-users-through-high-quality-amp|url-status=live}}</ref>

==References==
{{Reflist|30em}}

== Further reading ==
* {{Cite news |last=Pierce |first=David |date=May 8, 2023 |title=How Google tried to fix the web — by taking it over |url=https://www.theverge.com/23711172/google-amp-accelerated-mobile-pages-search-publishers-lawsuit |access-date=May 8, 2023 |website=The Verge |language=en-US}}

== External links ==
{{Portal|Free and open-source software}}
* {{Official website|https://www.amp.dev/}}
* {{webarchive |url=https://web.archive.org/web/20190330070528/https://ampbyexample.com/ |title=official tutorial}}
*[https://validator.ampproject.org/ AMP Validator]

{{Google FOSS}}

[[Category:HTML]]
[[Category:Mobile web]]
[[Category:Google software]]
[[Category:WordPress]]
[[Category:Internet properties established in 2016]]