Compelling, smooth and instant

Easily create user first websites with AMP.

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What is

Web pages that are compelling, smooth, and load near instantaneously

AMP is a simple and robust format to ensure your website is fast, user-first, and makes money. AMP provides long-term success for your web strategy with distribution across popular platforms and reduced operating and development costs.

<amp-img class="resp-img"
<style amp-custom>
  .resp-img {
    max-width: 700px;

Create great web experiences for users across the open web

AMP enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms. Publishers and advertisers can decide how to present their content that emphasizes a user-first experience.

A screenshot of a website using AMP.
A screenshot of a website using AMP.
Maintain flexibility and control and reduce complexity in your code You can use CSS to customize your styling and dynamic data to fetch the freshest data where needed.
Building blocks that ensure performance It takes a lot of time and effort to build a great website. AMP components are already optimized for the best performance.
Build for a sustainable future in the open web for everyone The AMP Project is an open source initiative to protect the future of the web by delivering a better, faster and more user-friendly experience.
Web page speed improves the user experience and core business metrics AMP pages load near instantly – across all devices and platforms.
Building AMP pages is easy You can often convert your entire archive in days – especially when using common CMS like WordPress or Drupal.
AMP can be applied across various web touch points Used by global platforms like Google, Bing and Twitter, AMP allows users a native-feeling experience across all platforms by defaulting to AMP pages when available.

We are committed to improving speed across the board. If our site takes a long time to load, it doesn’t matter how great our journalism is, some people will leave the page before they see what’s there.

David Merrell, Senior Product Manager

Read Success Story

What AMP HTML is made of

<html >
  <meta charset="utf-8">
  <link rel="canonical" href="hello-world.html">
  <meta name="viewport" content="width=device-width">
  <style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz-animation:none;-ms-animation:none;animation:none}</style></noscript>
  <script async src=""></script>
  <script async custom-element="amp-geo" src=""></script>
  <script async custom-element="amp-bind" src=""></script>
  <amp-geo layout="nodisplay">
    <script type="application/json">
        "AmpBind": true
  <h1>Hello in <span [text]="country">...</span>!</h1>
  <button on="tap:AMP.setState({'country': ampGeo.ISOCountry.toUpperCase()})">Where am I?</button>


Built-in components

AMP HTML is HTML with some restrictions for reliable performance.

Though most tags in an AMP HTML page are regular HTML tags, some HTML tags are replaced with AMP-specific tags (see also HTML Tags in the AMP spec). These custom elements, called AMP HTML components, make common patterns easy to implement in a performant way.

For example, the amp-img tag provides full srcset support even in browsers that don’t support it yet. Learn how to create your first AMP HTML page.

AMP pages are discovered by search engines and other platforms through the HTML tag. You can choose to have a non-AMP version and an AMP version of your page, or just an AMP version.

AMP Caches

AMP pages can be cached for near instantaneous loading on the web. Platforms like Google run AMP caches to enable fast loading of your content from their service.

The Google AMP Cache is a proxy-based content delivery network for delivering all valid AMP documents. It fetches AMP HTML pages, caches them, and improves page performance automatically. When using the Google AMP Cache, the document, all JS files and all images load from the same origin that is using HTTP 2.0 for maximum efficiency.
The cache also comes with a built-in validation system which confirms that the page is guaranteed to work, and that it doesn't depend on external resources. The validation system runs a series of assertions confirming the page’s markup meets the AMP HTML specification.

Another version of the validator comes bundled with every AMP page. This version can log validation errors directly to the browser’s console when the page is rendered, allowing you to see how complex changes in your code might impact performance and user experience.

Explore use cases of AMP websites