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The Accelerated Mobile Pages Project (AMP) is an online publishing format, created by Google as a competitor to Facebook's Instant Articles,[1] that is similar to HTML and optimized for mobile web browsing. Using special code, AMP-HTML is intended to help webpages load rapidly when clicked in the Google search results pages, though results have varied.[2][3] After a technical preview, the service was launched in February 2016.[4][5][6]



AMP is currently used by several media outlets, including CNN, ABC, Fox News, Time Inc. and The Washington Post. David Merrell of the The Washington Post stated:

We are committed to improving speed across the board. If our site takes a long time to load, it doesn’t matter how great our journalism is, some people will leave the page before they see what’s there.[7]

Third-party AMP plugins are available for various content management systems.[8]

AMP provides a JavaScript library for developers, while restricting the use of third-party JS.[9]

Platforms Showing AMPEdit

  • Google shows AMP pages on mobile. These links are tagged with a special AMP logo.
  • Bing started showing AMP version of the page in Sept 2016 on its mobile app.[10][11]
  • Pinterest is also testing showing AMP version.[12]
  • Yahoo to started showing AMP pages on mobile in Dec 2016 [13]
  • Twitter is showing AMP pages on its mobile app and on moments[14] [15][16]
  • LinkedIn presents AMPs in its news feed[17]
  • Nuzzel, a News reader


Some tech media outlets, including The Register[18] have criticized AMP:

I feel this needs to be said very clearly: Google's AMP is bad – bad in a potentially web-destroying way. Google AMP is bad news for how the web is built, it's bad news for publishers of credible online content, and it's bad news for consumers of that content. Google AMP is only good for one party: Google. Google, and possibly, purveyors of fake news... Pinboard founder Maciej Cegłowski already recreated the Google AMP demo page without the Google AMP JavaScript and, unsurprisingly, it's faster than Google's version... Anybody can cram an illegitimate idea into a web page and – so long as it's encoded as AMP content – it'll look like it's from a legit new organization endorsed by Google.

Chris Coyier, cofounder of CodePen, writes[19] that AMP would be better if it "was never used as search ranking factor (or anything that could be interpreted as such) by anybody" and if it "became a W3C standard," among other points.

At AMP Conference, Gina Trapani described some aspects of AMP as being "scary to me".[20]

John Gruber writes:[3]

I’m on the record as being strongly opposed to AMP simply on the grounds of publication independence. I’d stand by that even if the implementation were great. But the implementation is not great — it’s terrible. Yes, AMP pages load fast, but you don’t need AMP for fast-loading web pages. […] It’s a deliberate effort by Google to break the open web.


  1. ^ Dieter Bohn (2016-08-02). "Google’s Instant Articles competitor is about to take over mobile search". The Verge. Retrieved 2017-05-25. 
  2. ^ "The Accelerated Mobile Pages Project". AMP. Retrieved 6 November 2016. 
  3. ^ a b "Scott Gilbertson: 'Kill Google AMP Before It Kills the Web'". Daring Fireball. 2017-05-20. Retrieved 2017-05-25. 
  4. ^ "What Is Accelerated Mobile Pages? From Code To SEO". Malika Sharma. 19 February 2016. Archived from the original on 9 March 2016. 
  5. ^ Christopher Ratcliff (23 February 2016). "Google has launched Accelerated Mobile Pages". Search Engine Watch. Retrieved 3 April 2016. 
  6. ^ "Implement Accelerated Mobile Pages (AMP) and Optimize the Website to Next Level". MUS Tips. 5 March 2016. Retrieved 2016-04-19. 
  7. ^ David, Merrell. "Google AMP your pages instantly". Retrieved 2017-05-22. 
  8. ^ Jyoti Prakash Ray (7 February 2017). "How to Setup Google AMP on WordPress Site (Using AMP Plugin)". Retrieved 7 March 2017. 
  9. ^ Ruchi Pardal (29 March 2016). "Things You Need To Know About Google AMP (Accelerated Mobile Pages)". ResultFirst. Retrieved 27 December 2016. 
  10. ^ Lardinois, Frederic. "Microsoft’s Bing mobile apps get support for Google’s AMP | TechCrunch". Retrieved 2017-07-12. 
  11. ^ "Bing App joins the AMP open-source effort". Retrieved 2017-07-12. 
  12. ^ Engineering, Pinterest (2015-12-09). "Building a faster mobile web experience with AMP". Pinterest Engineering. Retrieved 2017-07-12. 
  13. ^ "Yahoo Mobile Search Gets AMP Support, Twitter Integration, New Image Search & More". Search Engine Land. 2015-12-22. Retrieved 2017-07-12. 
  14. ^ "Twitter ramps up AMP - Scott.Services Online Marketing News". Scott.Services Online Marketing News. 2017-07-07. Retrieved 2017-07-12. 
  15. ^ "Ad Age Homepage - AdAge". Retrieved 2017-07-12. 
  16. ^ "Explore links in Moments". Retrieved 2017-07-12. 
  17. ^ "Is AMP the answer to format fragmentation?". Search Engine Land. 2017-06-09. Retrieved 2017-07-12. 
  18. ^ Scott Gilbertson (2017-05-19). "Kill Google AMP before it KILLS the web". The Register. Retrieved 2017-05-25. 
  19. ^ Coyier, Chris (2017-03-22). "Need to Catch Up on the AMP Debate?". CSS-Tricks. Retrieved 2017-05-25. 
  20. ^ Andy Baio (Verified account) (2017-03-07). "Andy Baio on Twitter: "At #ampconf, @ginatrapani explains why publishers are motivated to use AMP, and why it can be scary for people who care about the open web."". Retrieved 2017-05-25.