Accelerated Mobile Pages
Starting as an open source project and mainly sponsored by Google in October 2015, the objective of Accelerated Mobile Pages (AMP) is provide a repeatable approach that delivers faster pages on mobile devices. In 2019 the project has renamed itself to just AMP.
The early adopters and pioneers of this technology was the News websites where the delivery of information quickly is a key business objective. However, it has proven successful and it is now used by many other types of website, such as ecommerce.
It then improves its download speed through pre-rendering and caching on an AMP-specific CDN in the cloud so that web pages will load and display considerably faster for a mobile-connected device.
Although there are a considerable amount of features in the current AMP framework, the technology is still evolving with important features being marked experimental. This makes deployment of AMP difficult for some production websites especially where they require complex and feature rich websites to drive their business objectives.
AMP prioritizes speed and efficiency of web page delivery, implementing AMP can mean sacrificing creativity and potentially some aspects of user experience of your web page. This may impact the rendering of images and also the ability to secure advertising revenue as ad placement is limited.
An AMP web page is easy to build as it conforms to a specific set of technical criteria that are implemented through an enhanced subset of HTML tags and attributes, known as AMP HTML.
In this way it is possible to have both an AMP and non-AMP formatted version of the same web page, which is good for SEO purposes, therefore care must be taken to ensure that the rel="canonical" attribute is set accordingly so that duplicate content issues to not penalize the website.
Although it has its limitations, Accelerated Mobile Pages is a well developed and accepted technology, refer to the official AMP website at amp.dev for a full and in-depth explanation on how to develop and implement AMP on your website.