Accelerated Mobile Pages (AMP): Google's effort to Speed up the Mobile Web

Google in 2015 introduced Accelerated Mobile Pages (AMP), an open source initiative, which aims to improve the performance of sites on the mobile web, after consulting with publishers and technology companies around the world.

Now, fast forward to 2016, the company is moving the Accelerated Mobile Pages Project beyond just sites to include other applications on the mobile Web.

While, the project is based on AMP HTML, a new open framework built entirely out of existing web technologies, to enable complex websites to revert to light-weight webpages, especially for the Mobile web.

Google has partnered with several publishers and technology companies in pushing the AMP project, and working to build more features and functionality focusing on some key areas such as: Content and Distribution.

With the initial group of partners including: Twitter, Pinterest,, Chartbeat,, Adobe Analytics and LinkedIn among those planning to integrate AMP HTML pages.

To experience firsthand what a faster mobile web might look like under AMP HTML, Google has provided a demo on Google Search, simply head over to on your mobile device and then perform a search.
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