Definition — What is  AMP?

Accelerated Mobile Pages (AMP) is an open-source HTML framework designed for smart devices like phones, tablets, etc to offer the fastest navigation on the Internet. AMP uses a stripped-down version of the HTML and a lightweight version of CSS with a limited JavaScript library to improve the smart device user experience. AMP focuses to enhance the performance of the mobile web page by decreasing the web page loading time and hence keeping the user intact to a particular web page. Google launched the Accelerated Mobile Pages (AMP) open-source framework in February 2016.

As web technology evolves, the main expectation of a user is to have a short or minimal loading time of web pages. A long waiting on web page loading will often lead to frustration, in the situation of user surfing online shopping sites may leave the page due to slowness of a particular web page. According to data collected by Google, 40% of users leave a page that takes longer than three seconds to load. AMP helps web designers to overcomes these hurdles. According to AMP analysts, web pages built on AMP can load by up to 3x faster than non-AMP pages. There are currently over 1 million live websites using AMP. 

Benefits of Accelerated Mobile Pages:

• Web pages built on AMP provides high performance and engagements like page loading happen almost instantly, giving users a smooth, more engaging experience.
  

• AMP will help you in less data consumption, comparatively web pages built with AMP will consume data approximately eight-time lesser, than usual pages without AMP. 
  

• In AMP, the HTML is coded in a way to enhance the overall usability of banners and images. This means there should be a higher AD viewability rate, which can help publishers monetize their sites.
  

• AMP framework can help in improving server performance by reducing the load on the server. If your site generates immense traffic from mobile, AMP can help in reducing the load on servers and boost performance.
  

• AMP offers the ability to improve search engine ranking.