# What is AMP?

> [!IMPORTANT]
> It's been a while since we published this blog post. Some of the information may be outdated (for example, some images may be missing, and some links may not work anymore).

Monday, September 12, 2016
![](https://developers.google.com/static/search/blog/images/import/53c6547ae28b6c8195e80d687f6acfbf.png)


Users today expect mobile websites to load super fast. The reality is that it can often take
several seconds. It is no surprise that
[40% of people abandon a website that takes more than 3 seconds to load]().
To reduce the time content takes to get to a user's mobile device
[we started working](https://blog.google/products/search/introducing-accelerated-mobile-pages) on the
[Accelerated Mobile Pages Project](https://amp.dev/), an open
source initiative to improve the mobile web experience for everyone.


Accelerated Mobile Pages are HTML pages that take advantage of
[various technical approaches](https://medium.com/@cramforce/why-amp-is-fast-7d2ff1f48597#.9v8f7c3i0 class=) to prioritize
speed and a faster experience for users by loading content almost instantaneously.


Later this year, all types of sites that create AMP pages will have
[expanded exposure](https://developers.google.com/search/blog/2016/08/amp-your-content-preview-of-amped) across the entire Google
Mobile Search results page, like e-commerce, entertainment, travel, recipe sites and many more.
Visit the ["Who" page](https://amp.dev/about/use-cases) on AMPProject.org for a
flavour of some of the sites already creating AMP content and try the demo at
([g.co/ampdemo](https://www.google.com/webhp?esrch=AcceleratedMobilePages::Preview)) to see AMP versions of pages
labeled with
![The AMP Logo](https://developers.google.com/static/search/blog/images/import/ebc0e62333601481d10ab8f1c9c83197.png).
![](https://developers.google.com/static/search/blog/images/import/8707d1a5d029db9fcec5d159a435814c.gif) ![](https://developers.google.com/static/search/blog/images/import/1a5a5d220cac7bf413095944d39a54e7.gif)


In advance of AMP expanding in Google Search, over the next few weeks we'll be posting pointers to
help you #AMPlify your site. Follow along with the #AMPlify hashtag on
[G+](https://workspaceupdates.googleblog.com/2023/04/new-community-features-for-google-chat-and-an-update-currents%20.html) and
[Twitter](https://x.com/hashtag/amplify).


Have you already built AMP pages for your site? Share your feedback in the comments below or on
our [Google Webmasters Google+ page](https://workspaceupdates.googleblog.com/2023/04/new-community-features-for-google-chat-and-an-update-currents%20.html). Or as
usual, if you have any questions or need help, you can post in our
[Webmasters Help Forum](https://support.google.com/webmasters/community).

Posted by Tomo Taylor, AMP Community Manager