The End of AMP


I am hopeful that 2021 will be the beginning of the end for two of my least favorite things – the pandemic and Accelerated Mobile Pages (AMP).

For the past few months, I’ve been focusing on Google’s Page Experience update due to launch in May and what it means for publishers. The largest and most talked-about item in the update is Google announcing that sites with passing core web vitals will receive a ranking boost on mobile. However, there is another important item in the update – the end of special treatment for AMP pages.

While the stated goal of AMP – making the web fast – sounds noble, AMP also came with the unfortunate requirement that publishers let traffic sources such as Google cache their content and serve it from their domain, such as In practice, this meant that when a user clicks on a search result from the BBC, they didn’t go to BBC’s website; they view a copy of the BBC’s content on AMP created all kinds of problems, from analytics to ad serving to logins. Perhaps most importantly, it created a temptation that even Google couldn’t resist – encouraging users to stay on Google instead of consuming more content on a publisher’s website.

AMP going away would be a nice thing. It didn’t really add much value to begin with. If Google wanted a less-heavy way of reading site content, they could have made better use of RSS. This would encourage sites to stop being stupid with their “partial feed” crap and encourage a more open Internet.

Of course, an open Internet would be “bad” for a lot of companies, Google being one of them. It’s really no wonder they do what they do, be it evil or just “evil in disguise” 😕