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What is AMP?

    What is AMP?

    AMP Logo

    The Accelerated Mobile Pages (AMP) project is an open source solution for publishers and technology companies to improve the mobile experience for everyone. AMP pages load content super fast and are easy to explore. It's a great solution for first touch point mobile web experience for all.

    AMP pages are built using three core components: AMP HTML, AMP JS, and AMP Cache. AMP HTML is HTML with some restrictions for reliable performance. AMP HTML is basically HTML markup with some custom AMP properties. There is a list of AMP built-in components to make it easy to implement in a performant way. The AMP JS library ensures the fast rendering of AMP HTML pages, and it implements all of AMP's best performance practices to ensure your AMP is fast. The Google AMP Cache is a proxy-based content delivery network for delivering all valid AMP documents. Its built-in validation system helps to ensure that AMP meets all AMP's expectations to be published.

    Solves Retailers Problems

    It's not good for retailers when their customers have a bad experience when they first enter their store. Customers are more likely to leave the store empty-handed after having a negative experience if they don't have a good first impression. This is comparable to when a customer enters an ecommerce mobile website for the first time and the load time is really slow and the experience is ultimately not great.

    AMP is therefore a great solution for ecommerce for customers who are first entering an AMP ecommerce mobile web as the load time is very fast. The layout and experience will be as close as possible with your main PWA. If the customer wants to learn more or explore the store further, they will be directed to the PWA.

    Higher search ranking and faster time-to-interactive are fundamental in helping retailers maintain or win market share. Most retailers are struggling with flat or declining organic search traffic, and slow sites are penalized by Google with low search rankings. AMP doesn’t affect search ranking directly at this point, but the improved performance on mobile does.

    Merlins Potions AMP

    You can check out the demo of Mobify's Merlins Potions AMP PLP. It's built on top of a PWA project. We are using React front end technology for both the PWA and AMP sites. Because of this developers will have a very similar experience building both PWA and AMP projects. It will be a PWA first and AMP will be built on top of PWA after the PWA build is complete. PWA and AMP share a few things in common such as some styles, data, and utilities scripts. You can learn more about the AMP Architecture. AMP projects are built with AMP SDK Components.