What Is AMP?
AMP — short for Accelerated Mobile Pages — is an open-source HTML framework developed by Google (in collaboration with the broader web community) to create ultra-fast, lightweight web pages optimized for mobile devices. It was launched in 2015 as a response to the growing frustration with slow-loading mobile websites, especially for news and content publishers.
AMP works through three core components:
- AMP HTML: A restricted subset of standard HTML with custom tags and enforced rules that prevent performance-killing code patterns.
- AMP JS: A JavaScript library that manages resource loading and ensures only asynchronous scripts run, preventing anything from blocking the page render.
- AMP Cache: A content delivery network (CDN) operated by Google that stores and serves validated AMP pages directly — meaning Google can serve your page from its own servers at lightning speed.
How AMP Pages Load So Fast
The speed advantage comes from several enforced constraints:
- No author-written JavaScript is allowed (only AMP's own async JS library).
- All CSS must be inline and under 75KB.
- External resources (images, ads, iframes) are lazy-loaded and size-reserved to prevent layout shifts.
- Fonts are loaded efficiently using preconnect hints.
- Pages are pre-rendered in Google's AMP Cache before a user even taps a link.
Where AMP Was (and Is) Most Used
AMP adoption has been strongest in:
- News publishers — AMP was the required format for Google's Top Stories carousel for several years.
- Blog platforms — Many CMS platforms (WordPress, Ghost, Blogger) have AMP plugins.
- E-commerce — Some retailers used AMP for product pages to reduce mobile bounce rates.
The Trade-Offs of AMP
AMP isn't without controversy or limitations. Here's an honest look at the downsides:
| Advantage | Disadvantage |
|---|---|
| Extremely fast load times from Google Cache | Restricted design and functionality |
| Automatic mobile optimization | No custom JavaScript — limits interactivity |
| Used to guarantee Top Stories eligibility | Your URL appears under google.com, not your domain |
| Built-in lazy loading and performance | Requires maintaining a separate AMP version of pages |
| Free Google CDN delivery | Analytics and ads can behave differently on AMP |
Is AMP Still Required for Google's Top Stories?
This is one of the most significant AMP developments in recent years: No, AMP is no longer required for inclusion in Google's Top Stories carousel. Since 2021, Google opened Top Stories to all pages that meet Core Web Vitals thresholds — not just AMP pages. This significantly reduced the SEO pressure to adopt AMP.
Should You Use AMP in 2025?
The answer depends on your situation:
- Large news publishers: AMP may still be worthwhile given your existing infrastructure and the speed benefits for text-heavy articles.
- Bloggers and small sites: Focus on Core Web Vitals instead. A well-optimized standard site will perform just as well — without AMP's restrictions.
- E-commerce: AMP's JavaScript limitations make it poorly suited for complex product pages and checkout flows.
- Developers: Consider modern performance techniques (lazy loading, code splitting, image optimization, CDN) as a more flexible alternative.
The Bottom Line
AMP was a bold solution to a real problem, and for certain publishers it remains a viable choice. But for most websites in 2025, investing in Core Web Vitals and mobile-first design principles will deliver comparable speed improvements — without giving up control of your functionality or URLs.