AMP History

AMP was formally launched in October of 2015. Weeks later, Pinterest’s engineering team conducted early AMP testing and published their experiences.

AMP pages loaded “four times faster” and used “eight times less data” than traditional optimized pages.

Pinterest, 2015

Research: Slow websites cost money

Over the next few months, Google and Google-affiliates published research regarding website speed and website revenue. The findings were clear: users dislike slow websites and slow websites cost money.

  • 53% of visitors abandon websites that take 3+ seconds to load
  • Users spend 2x more time on AMP pages compared to non-AMP pages
  • 46% of consumers said page load waiting is their least favorite thing about mobile shopping
  • Third-party advertising platforms are resource-killers, accounting for half of all server requests

AMP Case Studies

In early 2016, AMP pages started appearing across the web in greater number. Initially popular with publishers, AMP has since grown tremendously in other verticals. The AMP Project has published numerous case studies documenting these experiences:

  • The Washington Post – 88% improvement in mobile page-load time
  • CNBC – 21% increase in mobile search users returning in seven days
  • CNBC – 4x increase in monthly unique visitors
  • BMW – 49% increase in search engine referral visits
  • SLATE – 44% increase in monthly unique visitors
  • – 20-30% more user time on pages
  • Milestone – 68% increase in conversion rates
  • Greenweez – 5x increase in mobile page speed
  • Merchology – 286% faster page load time than non-AMP pages
  • Pinterest – 88% less data usage than traditional mobile-optimized pages

AMP e-commerce, email & beyond

From e-commerce merchants to news publishers, AMP adoption continues to increase. In early 2018, Google announced it was bringing AMP to email. The open source AMP toolkit is available for use across email clients, as well as G-mail.

And with Google hoping to convince the World Wide Web Consortium to embrace AMP standards internationally, AMP is probably here to stay.