Google Prepares to Rollout AMP Project for More Mobile Sites

Six months ago, Google introduced its Accelerated Mobile Pages (AMP) Project, an open-source initiative that enabled publishers to create mobile-optimized content that loads instantly on every device. AMP was initially rolled out for news publishers; now, Google plans to make it available for other mobile sites. The company just debuted a demo site that will let developers test out and fine-tune the AMP-enabled experience. Currently, over 650,000 sites are home to over 150 million AMP documents in Google’s index.

According to TechCrunch, AMP product manager Rudy Galfi says Google has already seen “a lot of non-new sites adopt the format.”


The new demo site (which can be found at on a mobile device) shows examples of AMP pages from Squarespace, Reddit, Flipkart, TripAdvisor, Disney, Genius, Food Network,, Instructables and the NFL among others. Google brought AMP support to eBay in June. AMP pages are designated by a lightning bolt symbol next to them.

The Google AMP team is continuing to work on better support for e-commerce sites, especially on how to deal with forms. Galfi emphasizes that “having AMP pages available shouldn’t change a page’s ranking on the search results page.” Users who can identify the AMP symbol are likely to tap on it rather than a non-AMP page, because median load times for AMP pages is under one second, four times faster than non-AMP pages.

AMP also offers support for ads and paywalls, the ads “load significantly faster and don’t really interrupt the browsing experience.” The rollout of AMP for sites other than news will take place “in the coming months.”

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