AMP: A year in review

A lot can happen in a year when people unite around a common cause.  In the case of the open source Accelerated Mobile Pages Project, that means improving the mobile web for everyone. That’s a tall order in a world dominated by nearly 7 billion small screens, but as we celebrate the first anniversary of AMP we are making headway.  

From day one, a key focus for AMP has been speed.  It is arguably one of the most frustrating things about the mobile web — borne out by recent Google research that shows that 53% of people will leave a site that fails to load in three seconds or less. That’s the worst of all worlds for users, businesses, publishers, websites and the mobile web as a whole.

To date the AMP project has been a story about momentum. This is clear in everything from the pace of releases of the open source code to the number of participants embracing the AMP format:

So just how is that speed translating for publishers and websites that have AMP’d up their content?   Well, among news publishers, the first to get on board with AMP, there are a number of case studies that highlight some real benefits when content loads fast:

  • Washington Post — 23% increase in mobile search users who return within 7 days
  • Slate — 44% increase in monthly unique visitors and a 73% increase in visits per monthly unique visitor
  • Gizmodo — 80% of Gizmodo’s traffic from AMP pages is new traffic, 50% increase in impressions
  • Wired —  25% increase in click through rates from search results, with CTR on ads in AMP stories up by 63%.
  • Relay Media — in the last 30 days alone has converted over 2.5 million AMP pages for publishers like The Daily Dot, Hearst Television and The Miami Herald which says mobile users who start with an AMP article spend 10% more time than those who land on regular mobile pages.

There is little doubt that faster is better when it comes to content.  Not surprisingly, the same is true for ads.  A DoubleClick study earlier this year comparing ad performance on AMP and non-AMP mobile pages across 150 publishers found that:

  • 80%+ of the publishers realized higher viewability rates
  • 90%+ of the publishers drove greater engagement with higher CTRs
  • The majority of the publishers saw higher eCPMs (Impact and proportion of lift varies by region and how optimized the non-AMP sites are)

And in this case study, one of Europe’s biggest native advertising platforms, plista, conducted its own experiment among premium publishers like,,, and to measure AMP’s impact on web app widget speed and profitability.

  • For one publisher, CTRs were 600% greater after the implementation of AMP
  • The average increase for publishers in the test was 220%

This open source initiative is thriving because there is a strong community behind it getting involved in everything from working groups to contributing to the Github page with suggestions, feedback and code spec.

While the first year of the AMP Project has gotten off to a good start, there still remains a lot of work ahead.  The AMP roadmap is a good way to stay up to date on what is happening next.  We look forward to returning in a year’s time with even more awesome progress as we work together to make the mobile web great for everyone.  

Posted by David Besbris, VP Google Search, AMP Project Lead at Google


AMP: A year in review

A Faster Mobile Web: Updates for Accelerated Mobile Pages

Editor’s note: The following was originally posted on the WordPress Blog by Allan Cole, Theme Imagineer, Automattic

Google has brought the ultra-fast AMP pages to its search results — and users will be ready.

Earlier this year we were proud to announce that users’s sites would automatically support Accelerated Mobile Pages (AMP) — a new open-source projectspearheaded by Google to dramatically improve the performance of web pages on mobile devices.

Now, here’s the big news: Google has just announced that it is bringing AMP pages to all of its global search results — and users’ sites will be ready.

Our latest update to gives you even more control over your site’s look and feel on AMP pages. Just go to your My Sites section, go to Settings > General and look for the AMP section. There you’ll be able to customize your AMP design, including the header text color, link colors, and a dark or light color scheme.

AMP Design Settings

If you prefer to disable the AMP pages, there is also an option to turn off the feature.

Disable/Enable AMP

For users with a self-hosted WordPress site, you can also download our free AMP plugin. Go here to install it.

Tens of millions of WordPress sites now have AMP pages, with page load speeds up to 89% faster than normal in some cases. It’s great for your readers and followers, as faster loading times mean they’ll get to your content sooner, even when they’re on the go. We’re excited to have you try it out!

Posted by Allan Cole,Theme Imagineer, Automattic

A Faster Mobile Web: Updates for Accelerated Mobile Pages

AMP Roadmap Update for End-Q3 2016

We’ve updated the AMP Roadmap to give you a clear idea of where AMP’s larger projects stand today. Below is a summary across the focus areas:


The past quarter has ushered in support for several new use cases in AMP. Now you can publish live-updating live blogs with <amp-live-list>. We’ve also improved the user experience for ads, video, and other embeds in <amp-carousel>, with an update to enable swiping over iframes. In addition, soon you’ll be able to collect newsletter signups, enable basic site searches, and support other core forms use cases with the amp-form extension (which you can try out today experimentally).

Our focus over the next few months will include enhancements to the seamless transition from AMP documents to native apps, with the ability to promote app installations using <amp-app-banner>, and a component for better deep-linking. We’ve also added experimental support for image grouping in <amp-lightbox>, to enable more immersive experiences at the page and carousel level, and will continue to refine that toward an expected Q4 launch.

In addition, we continue to work on better, more immersive video experiences on AMP pages and platforms, as well as growing the AMP format for e-commerce experiences. This includes further enhancements to form support, component support for product galleries, and tabbed content navigation.


In August, <amp-experiment> launched to enable running A/B-style content experiments on AMP pages. The past quarter also saw some improvements to <amp-analytics>: the ability to have a “hidden” trigger and support for element-level data variables.

Heading into Q4, supporting video and e-commerce analytics will remain focal points.


Recently we added support for a major publisher ask to improve ad monetization, multi-size ad requests. The A4A(AMP for Ads) team finalized the A4A format spec to allow publishers and advertisers to create innovative, performant AMP format ad creatives.

Heading into Q4, we are focused on ramping up delivery of AMP format creatives by supported ad servers. We are also working to ensure that A4A creatives are supported and performant outside of AMP pages. Last, we are working on some UX improvements for all ads in AMP, which includes features like consistent ad labeling and default placeholders and fallbacks.


We continue to work on server-side access and sign-in support, and to seek input on these features. We hope to launch alpha versions of both in Q4.

* * *

Thanks to readers for your time, and to the AMP development community for your work taking AMP even further. As always, please let us know if you have any feedback.

Posted by Eric Lindley, Product Manager, AMP Project

AMP Roadmap Update for End-Q3 2016

Multi-size ad request support in AMP

The AMP project has always always strived to help publishers monetize the content they publish to AMP pages as effectively as possible. That means helping publishers capture the most advertiser demand possible for each ad slot on their pages.

One way we’re enabling publishers to do this is by allowing ad slots on AMP pages to serve multiple ad unit sizes, while maintaining AMP’s promise of a stable layout that doesn’t “jump around” in front of the user. With more ad units eligible to serve in a single ad slot, more advertisers can compete in programmatic auctions and drive up the revenue potential of that slot.

Today, we are announcing that both Yieldmo and DoubleClick have implemented multi-size ad request support for AMP pages.

The issue with multi-size ad requests today

Publishers have been using multi-size ad requests to optimize revenue across their web properties for a while now. However, the implementation to date has led to poor user experiences. Existing multi-size ad slots have caused pages to reflow, which in turn could lead to:

1) Accidental ad clicks taking the user out of the original content experience

2) Undesirable content experiences with content bouncing to fit the new ad unit

3) Poor technical performance of the page

The AMP solution

AMP always prioritizes user experience and page performance over anything else. Accordingly, it strictly enforces the principle of containment, i.e. the ad response can never cause the rest of the content to reflow.

AMP will always reserve the primary size required for the ad slot before the ad request is made. In order to support multi-size ad requests, the render-start API  was enhanced to accept an optional size parameter. When this parameter is sent by the ad tech provider, AMP will automatically resize the primary size of the container (when necessary) to fit the creative without causing page reflow.

Enabling Yieldmo clients to leverage multi-size ad requests on AMP

As an early supporter of the AMP project, Yieldmo has been deeply invested in helping publishers effectively monetize their content on AMP pages.

“Publishers and advertisers have been asking for us to provide multi-size ad request support in AMP for a while now. But doing this in a way that wasn’t intrusive to the user-experience was a challenge. We collaborated very closely with the AMP team on this project, even helping define some of the implementation. Integrating with the new API was really easy, and we’re excited to see how this new feature will drive revenue for our clients.” – Rahul Rao, Yieldmo.

For more details on Yieldmo’s implementation, check out the documentation.

To learn more about DoubleClick’s support for multi-size ad requests, check out the documentation and examples.

Posted by Rahul Rao, Director, SDK, Yieldmo & Vamsee Jasti, Product Manager, AMP Project

Multi-size ad request support in AMP

Experience the Lightning Bolt

Editor’s note: The following was originally posted on eBay’s Blog by Senthil Padmanabhan, Principal Engineer. 

eBay continues to leverage AMP technology to accelerate and improve mobile experiences.

Experience the Lightning Bolt

Shopify Merchants Will Soon Get AMP’d

Editor’s note: The following was originally posted on Shopify’s Blog by Haani Bokhari, Front End Developer. Read below to learn how Shopify is using AMP.

Today we’re excited to share our involvement with the AMP Project.

Life happens on mobile. (In fact, there are over seven billion small screens now!) We’re not only comfortable with shopping online, but increasingly we’re buying things using our mobile devices. Delays can mean the difference between a sale or no sale, so it’s important to make things run as quickly as possible.

AMP, or Accelerated Mobile Pages, is an open source, Google-led initiative aimed at improving the mobile web experience and solving the issue of slow loading content. (You can learn more about the tech here.) Starting today, Google is pointing to AMP’d content beyond their top stories carousel to include general web search results.

We’ve been playing with AMP for the past few months, tinkering with ways to improve the mobile experience for Shopify merchants. We’ve created an app that merchants can install to provide AMP to all of their products. This means, when a Shopify merchant’s product would normally appear in Google search results, a customer will go from results to checkout page in two quick taps. Over the next weeks, we’ll be slowly rolling out our AMP alpha for select merchants.

This work continues our commitment to open source projects, which you can find on GitHub, and to mobile projects that meaningfully benefit merchants. Keep your eyes on this space as we continue to work on AMP and share our learnings.

Posted by Haani Bokhari, Front End Developer

Shopify Merchants Will Soon Get AMP’d

A Faster Reddit with Accelerated Mobile Pages

Editor’s note: The following was originally posted on Reddit’s Blog by u/illymc, Product Manager, Channels. Read below to learn how Reddit is using AMP.

Reddit is creating web pages that load almost instantly by leveraging Accelerated Mobile Pages (AMP for short). Slow to load pages are the primary reason that 39% of mobile users are unhappywith their web browsing experience. Creating fast mobile web experiences turns out to be very challenging; Vox Media, a tech company whose sites get over 150 million unique visitors a month, declared “performance bankruptcy” in 2015 citing pages that took 23 seconds to finish loading on average. AMP is a game changer for the mobile web because it makes it easy to create pages that load in a tenth of a second. Google’s performance experts have helped create the AMP standard so you know it’s reliable.

Today, we are announcing the launch of tens of millions of AMP pages on Reddit. These pages load between 7 and 30 times faster than our previous mobile pages. Every self-post created on Reddit now has a corresponding AMP version. Google will be showing these pages in it’s search results more and more over time. These pages focus on the most important part of the Reddit experience — the great content our users create.

Here’s an example:


We were pleased to discover that creating AMP pages was a snap for our engineering team. AMP is a set of components verified by performance experts at Google to load incredibly quickly. As a result, building web pages becomes more like putting together LEGO blocks instead of having to carefully craft every aspect of your page. Some product developers might worry that having a constrained set of choices would lead to a compromised user experience. However, we found that being limited to AMP’s components made it easy to focus our design efforts on the content that users come to Reddit for.

Today, most companies are creating separate AMP versions of pages they already have. Here at Reddit, we are so excited about AMP that we’re experimenting with developing new pages in AMP. AMP pages look great and load fast on desktop just like they do on mobile. Maintaining good performance to pages as they change often amounts to a time consuming game of Whack-A-Mole but we can be confident our AMP pages will always be fast. So, for many kinds of pages, we think the AMP version is the only version we’ll ever need.

Posted by u/illymc

A Faster Reddit with Accelerated Mobile Pages