AMP

AMP, or Accelerated Mobile Pages, is an open-source project aimed at speeding up the delivery of web content on mobile devices. Initiated in 2015 by Google and a consortium of publishers and tech companies, the initiative provides a framework for building lightweight, fast-loading pages that render quickly over mobile networks.

The core is AMP HTML, a restricted subset of HTML augmented with AMP-specific custom elements (such as amp-img, amp-video, amp-ad) and the AMP runtime (amp.js). The project prohibits most custom JavaScript and external CSS, enforces a strict resource-loading strategy, and requires inline CSS with a size limit to enable predictable rendering. For interactivity beyond built-in components, a sandboxed option called amp-script is available. Pages can be served directly or from an AMP Cache, a content delivery network that caches and serves optimized versions for faster delivery.

To connect AMP pages with their non-AMP counterparts, authors typically include a link rel=canonical to the non-AMP URL and a link rel=amphtml to the AMP version. The format supports components for images, videos, ads, analytics (amp-analytics), forms, and more, providing a modular approach to acceleration and measurement.

In addition to standard AMP Pages, the project includes AMP for Email and AMP Stories, extending the framework to email clients and full-page visual narratives. The AMP project is maintained as an open standard by the AMP Team, with governance through community and advisory committees, and it remains widely used by publishers and platforms seeking fast, cache-friendly mobile experiences.