AMP, or accelerated mobile pages, is an open source framework that allows the web pages to load (and pre-render in Google search) much faster than regular HTML. AMP was developed by Google, Twitter was also involved. The aim of AMP is to give mobile users better and faster experiences. AMP does this because it gives developers the option to simplify both CSS and HTML so that mobile users get a more “lightweight” experience.
Facebook started the trend with its Instant Articles and Google responded with AMP. However, AMP has gained a bigger foothold and today it is a commonly used way to deliver mobile content from search results at a much faster speed – compared to serving a standard page. In fact, AMP has become so prominent and so popular that Google has been pushing to get AMP included in the web standards framework.