AMP History, Case Studies and Facts

AMP History

AMP was formally launched in October of 2015. Weeks later, Pinterest’s engineering team revealed revealed that AMP pages loaded “four times faster” than traditional pages.

More than 1.5 billion AMP pages have been published since then, and Google has hosted more than 36 AMP promotional conferences around the globe. In 2019 alone, AMP conferences were held in South Korea, South Africa, Nigeria, Kenya, Brazil, Germany, Australia, Israel, Turkey, Pakistan, United Arab Emirates, Ukraine, Poland and the U.S.

Research: Slow websites cost money

Some have attributed AMPs early growth to Google and Google-affiliated research regarding website speed and revenue. The research 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

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 now available for email software developers around the globe.

And with Google hoping to convince the World Wide Web Consortium to embrace AMP standards internationally, AMP is showing no signs of slowing down.

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October 3, 2019

What is Google AMP?

AMP is a Google-supported project for building fast, SEO-friendly websites. Like Apple News articles, AMP pages load instantly.