reveals that AMP pages' page load time is 2.5 times faster than non-AMP versions without pre-rendering in Google's search result page, and the AMP version is approximately nine times faster than the non-AMP version with the pre-rendering.
Google has announced that as of February 1, 2018, it will require the content of canonical pages and those displayed through AMP be substantially the same.
In 2019, Google announced the new AMP Email section of the AMP framework.
AMP for email allows senders to include AMP components inside rich engaging emails, making modern app functionality available within email.
CNN chief product officer Alex Wellen said AMP Pages "largely monetize at the same rate" as standard mobile pages.
Some observers believe AMP allows more effective phishing attempts.AMP pages first appeared to web users in February 2016, when Google began to show the AMP versions of webpages in mobile search results.Initially links to AMP pages were restricted to a “Top Stories” section of Google's mobile search results; by September 2016 Google started linking to AMP content in the main mobile search results area.Any organization or individual can build products or features which will work on AMP pages, provided they comply with the AMP Project specifications.As of July 2017, the AMP Project's website listed around 120 advertising companies and around 30 analytics companies as AMP Project participants.When a standard webpage has an AMP counterpart, a link to the AMP page is usually placed in an HTML tag in the source code of the standard page.Because most AMP pages are easily discoverable by web crawlers, third parties such as search engines and other referring websites can choose to link to the AMP version of a webpage instead of the standard version.This is aimed at improving the experience of users by avoiding common difficulties with the user interface, and increase security and trust (see below).AMP has been widely criticized by many in the tech industry AMP has also been linked to Google's attempt to deprecate URLs so that users will not be able to immediately see whether they are viewing a webpage on the open Web or an AMP page that is hosted on Google's servers.In 2019, they announced that they will be rolling out new dedicated placement on the SERP for AMP Stories, starting with travel category first.On April 17, on their AMP Conference in Tokyo, they also announced ads and Google Analytics integration, and option to embed new types of content — specifically Twitter posts, Google Maps, and You Tube videos that they will be rolling out later in 2019.