• Albert Bennett

Simply Put: What is AMP?​

Updated: Mar 28, 2021

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Wopp, woop... more acronyms... If ever you've heard about the AMP (or not), in this post I'm going to be explaining what it is, and no... I'm not talking about the electric kind.​

Simply put, AMP stands for Accelerated Mobile Pages. It was is a web component framework developed by both Google and Twitter. The aim of the project was to make really, really, fast mobile ​web pages. Essentially, the project is a reduced version of HTML. As in a lot of tags have been removed. Furthermore the only version of Javascript that can be used with the framework is the one provided.​

The main benefits of using AMP are as follows:​

. Really, really fast web pages​

. Google, actually hosts your content. Right there. So not fetching of data is required​

. Images don't load until they are going to be viewed​

. Loading is near instantaneous​

However, there are downsides to using AMP are they are mostly developer related:​

. No third part libraries allowed​

. All css must be written in line (it's maxed at 50,000 characters or 50kb as well)​

. A lot of missing tags​

Less features, more restrictions... it's a hard sell. But, if what you are after is a simple site with limited functionality them maybe, maybe. If you want you can try it yourself, ​

I'd give the bmw site a look-see. Again, you'll only see a difference when you go the the mobile version of the site.

At the end of the day, the user should be at the forefront of any kind of ​technical decision like this. In my opinion with the speedy... load speed of pages built using AMP, the decision is then; less features, over more speed. If you answered yes, then use AMP.​


. https://amp.dev

. https://www.ampproject.org/support/faqs/overview​

. https://moz.com/blog/accelerated-mobile-pages-whiteboard-friday​

. https://www.bmw.com/en/index.html

. https://en.wikipedia.org/wiki/Ampere

I hope that this help you understand AMP's better. ​Also AMP is short for ampere and is a unit used to measure electrical current.

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