Accelerated Mobile Pages (AMP) promised instant-loading mobile experiences. But with Core Web Vitals now the focus, is AMP still relevant?
What is AMP?
AMP is a Google-backed framework that creates stripped-down versions of web pages that load nearly instantly on mobile devices.
How AMP Works
- Restricted HTML subset
- Limited JavaScript (only approved components)
- Inline CSS only (50KB limit)
- Pages cached on Google's CDN
AMP in 2025: What's Changed
No Longer Required for Top Stories
Since 2021, AMP is no longer required to appear in Google's Top Stories carousel. Any page meeting Core Web Vitals can qualify.
Core Web Vitals Focus
Google now emphasizes page experience signals over AMP specifically. A fast, well-optimized regular page can perform just as well.
Pros of AMP
- Guaranteed fast loading
- Google cache serving (instant loads from search)
- Simplified development constraints
- Good for content-heavy sites
Cons of AMP
- Limited functionality and design options
- Separate codebase to maintain
- Analytics and tracking complications
- URL issues (Google AMP cache URLs)
- No longer provides special ranking advantage
Should You Use AMP in 2025?
Consider AMP If:
- You're a news publisher with many articles
- You struggle to make regular pages fast
- Your audience has slow connections
- You already have AMP implemented
Skip AMP If:
- You can achieve good Core Web Vitals without it
- You need rich interactivity
- Maintenance overhead is a concern
- You're building a new site
Alternatives to AMP
- Focus on Core Web Vitals optimization
- Use a fast, lightweight theme
- Implement proper caching and CDN
- Optimize images and defer JavaScript
The Verdict
For most websites in 2025, investing in Core Web Vitals optimization is better than implementing AMP. AMP still works, but it's no longer the shortcut to mobile success it once was.
Related: Core Web Vitals Explained
0 comments