What Is Accelerated Mobile Page?

Written by: Jason Bayless | May 25, 2016

Accelerated mobile page (AMP) is a system designed to improve the mobile web experience. With this system, mobile web pages can load instantly, have a better display and ad space is not compromised. Previously, for publishers to create fast-loading mobile web pages, they had to carry out performance optimization. Performance optimization needs a lot of resources, resources which are not readily available to every publisher. AMP utilizes fewer resources and is easier to implement. Because of the ease of use more web technology companies are adopting this technology.

How it works

AMP has three components; AMP HTML, AMP JS, and AMP CDN. AMP HTML is almost similar to the usual HTML with the only difference being the limitations set on it. It has custom tags and restrictions. It also has many properties. AMP-JS handles resources and facilitates asynchronous loading. The downside of AMP-JS is that it is not compatible with third-party JavaScript. The third component of AMP is AMP-CDN. AMP-CDN is responsible for optimization of mobile web pages. It caches mobile web pages.


1. It is fast
Browsing should be fast. AMP offers fast loading of pages. Web pages that take up to ten seconds to load have their loading rates doubled when created using this new technology. Its architectural features place a special emphasis on speed. As a result, it enhances user’s experience.

2. It promotes distribution
Publishers want their content to be present on every platform. AMP technology enhances such distribution by making the site accessible to all apps and search engines. This can generate more views for a web page.

3. It increases revenue
When ads are put on standard mobile web pages, their loading time is decreased. The decreased speed forces publishers to put ad blockers in a bid to increase their pages’ loading time. Since AMP solves the speed problem, ads can be accommodated with no compromise to the performance. It accommodates a broad range of ad formats and networks. AMP also allows for the use of subscriptions.

4. Improved analytics
Multiple analytics can compromise the performance of a web page. This makes it difficult to incorporate this feature in standard web pages. AMP uses two technologies for analytics; Amp-Pixel and Amp-Analytics. These technologies ensure fast effective tracking of the site without compromising its functioning.


1. Not suitable for all websites
AMP works well with websites that are static or information-based because their sites are lean. Transactional pages are not well supported by this technology since they require a lot of space.

2. It is not compatible with all ads
Ads that can be accommodated by AMP are fast and asynchronous. Most ad developers do not develop their online ads in this way. This puts a limitation as to the kinds of ads that will show on these pages. Until ad networks meet these requirements, AMP technology users will have to contend with fewer ads.

3. It limits some technologies.
The main aim of AMP is to make loading of web pages faster. To achieve this function, slow parts of the web technology have to be eliminated. This technology eliminates JavaScript for example. AMP also has many restrictions. These restrictions are designed to make the page fast. Such restrictions may block access to some key parts of HTML and CSS.

Accelerated Mobile Page optimize mobile web page users’ experience by increasing the speed of page loading. They may also increase revenues for publishers by accommodating more asynchronous adverts while ensuring that performance is not compromised. This technology has its downsides. It only accommodates particular adverts and has many restrictions and limitations. Despite its limitations, this technology is set to make use of mobile web pages much easier.