Accelerated Mobile Pages (AMP)
AMP is a way of building stripped-down web pages that load fast on phones, started by Google and once common on news sites.
Accelerated Mobile Pages, or AMP, is a way of building web pages that load quickly on phones. An AMP page uses a cut-down set of HTML and a limited set of scripts, so there's less for a phone to download and less that can slow it down. You can read about the framework on amp.dev.
Google started the project, and for a while many news sites and blogs kept an AMP copy of every article next to the normal one. If your site still has AMP pages, it's worth knowing what they do for you today.
Does AMP still help in search?
Google's own page on AMP says it applies the same standard to every page, whatever it's built with. So AMP isn't a ranking boost on its own. What counts is how fast and usable the page is for the person reading it, and you can get there without AMP.
That's why many sites have dropped it. Keeping two versions of every page means two templates to maintain, two sets of analytics to check, and two addresses for the same article.
AMP and AI answers
AI bots read the HTML your server sends. AMP pages are plain HTML by design, so bots can usually read them without trouble. The problem is the duplicate. When the same article lives at two addresses, a platform might fetch and cite either one, and your citations get split between them.
For example, Fernhill Coffee's brewing guide exists at /guides/pour-over and at an AMP address. If some answers cite one and some the other, each looks like it's used half as often as the guide really is. A clear canonical tag on the AMP copy, pointing at the main page, keeps the picture tidy.
In AnswerOrbit
You can check your pages' speed without AMP. The Pages tab in Website shows each page's health on a phone, banded by Google's Core Web Vitals thresholds, and Page checks include whether a page is fast on phones. See Website and AI traffic.