AMP Pages, more commonly known as AMP, were once hailed as a groundbreaking solution to improve mobile web speed and enhance user experience. Developed by Google in 2015, AMP promised faster page loads and better SEO results for mobile search. However, the digital ecosystem has evolved significantly since then. By 2025, questions are being raised about whether AMP remains a viable tool or if it has outlived its usefulness.
Understanding the Origin and Purpose of AMP
In the middle of the 2010s, AMP was introduced to address a developing issue. Websites found it difficult to maintain fast load times as mobile usage surged. In response, Google introduced AMP, an open-source project aimed at producing mobile-friendly websites that loaded nearly instantaneously. Many standard HTML and JavaScript elements were removed from these accelerated mobile pages in order to improve performance. The benefit? AMP pages often get preferential treatment in mobile search results, which includes featured placements and a place in the Top Stories carousel.
The fundamental idea behind AMP was to increase user engagement by getting rid of sluggish and bloated mobile experiences. Because of how well it worked at the time, AMP was integrated by bloggers, publishers, and even e-commerce platforms to increase their mobile visibility.
The Evolution of Mobile SEO and Core Web Vitals
Since AMP’s introduction, the SEO landscape has evolved. Google now places a stronger emphasis on overall user experience through its Core Web Vitals framework. These metrics focus on page load speed, interactivity, and visual stability. The introduction of Core Web Vitals in ranking algorithms signaled a shift in how performance is assessed.
In this context, the AMP SEO impact has become more nuanced. While AMP still ensures fast load times, it is no longer the only or even the preferred path to meeting Google’s mobile performance standards. Non-AMP pages that meet or exceed Core Web Vitals thresholds can now perform just as well in search rankings. This change effectively leveled the playing field, allowing developers to optimize their standard mobile pages without relying on the constraints of the AMP framework.
Are AMP Pages Still Favored in 2025?
The Top Stories carousel and other features no longer require AMP in 2025. The introduction of this change was significant because it eliminated a major motivator for many publishers to keep their content in AMP versions. All pages are now treated equally by Google, as long as they fulfil the Core Web Vitals performance requirements. A more general trend towards open flexibility in web design is reflected in this policy. Because of this, companies and content producers are questioning if AMP is still worth keeping up.
If your AMP pages continue to deliver fast loading content, they may still perform well in terms of bounce rate and time-on-site. However, the SEO advantage once gained simply from having AMP has diminished. The relevance of AMP in 2025 depends more on your specific use case and whether the technology aligns with your content goals.
The Current State of AMP Technology
While AMP has been stripped of its preferential status in Google’s ranking system, it has not disappeared. Many large publishers continue to use AMP, especially in news media. This is because AMP remains effective for delivering fast, consistent experiences on mobile devices. For example, platforms like Google Discover and Google News still support accelerated mobile pages, and many third-party ad networks remain optimized for AMP formats. In certain cases, AMP can lead to higher ad viewability and improved revenue per thousand impressions.
However, AMP also presents limitations. Its restrictive framework can hinder design flexibility and the inclusion of certain types of interactive features. With the rise of modern frontend technologies like React and frameworks such as Next.js or Astro, developers now have alternative methods to create fast loading content that meets performance goals without using AMP.
AMP Versus Core Web Vitals Optimization
Many websites are now optimising their standard pages to meet Core Web Vitals thresholds instead of using AMP. Without compromising functionality, this strategy allows them greater control over branding, user interface, and interaction. Comparing the features of Core Web Vitals and AMP is crucial to understanding this change. AMP uses constraint to ensure performance. Conversely, Core Web Vitals pushes developers to use whatever tools or methods they choose to accomplish the same goals. This flexibility makes the additional development time worthwhile for a lot of teams.
When evaluating the AMP SEO impact, it is now more accurate to say that AMP is one of several ways to achieve high rankings, rather than a distinct advantage. Websites that are optimized for Core Web Vitals using custom stacks may perform just as well, if not better, because they offer a richer and more tailored experience to users.
Should New Websites Still Use AMP in 2025?
This question depends largely on the nature of your content and your technical resources. For smaller publishers or teams without access to experienced developers, AMP still offers an easy route to building fast loading content with minimal setup. It is well-documented, widely supported, and integrates smoothly with tools like WordPress and Google Tag Manager.
On the other hand, larger enterprises and ecommerce platforms may benefit more from investing in custom performance solutions. These can be finely tuned to meet Core Web Vitals benchmarks and business needs, without the constraints of the AMP framework. In 2025, AMP is best seen as a practical solution in some cases, but not a mandatory standard. Its use should be a strategic choice, not a default setting.
Pros and Cons of AMP in the Modern SEO Environment
Let’s examine AMP’s performance in light of current SEO standards. AMP’s speedy loading on low-bandwidth connections is still one of its greatest advantages. This enhances the usability of mobile devices in areas with poor internet connectivity. Additionally, AMP helps in situations like syndication feeds and multi-author publishing platforms where consistency and speed are more crucial than brand uniqueness. Accelerated mobile pages offer a consistent structure that functions well on all devices in these situations.
On the downside, AMP limits creative freedom. Custom animations, dynamic content loading, and advanced user flows may not be feasible within AMP’s framework. Additionally, AMP’s separate URL structure can cause issues with analytics attribution or duplicate content if not handled correctly. As the market evolves, developers and marketers are finding ways to replicate AMP’s benefits without its limitations. This suggests that AMP is no longer the only path to optimized mobile performance.
Measuring AMP Performance and Impact
To evaluate whether AMP is delivering value, it is important to track its performance against key metrics. These include mobile bounce rates, session duration, conversion rates, and Core Web Vitals scores. By comparing AMP pages with non-AMP counterparts, businesses can make data-driven decisions about whether to maintain or retire their AMP implementation.
In terms of AMP SEO impact, organic search visibility should also be monitored over time. If AMP pages no longer outperform standard mobile pages in your analytics, it may be time to reconsider their role in your content strategy. Testing tools such as PageSpeed Insights, Google Search Console, and Lighthouse can help quantify AMP’s effectiveness. These platforms also help identify areas for improvement, whether or not you decide to continue using AMP.
The Broader Trends in Mobile Optimization
The argument over AMP is part of a broader discussion about mobile optimisation. Developers are using techniques like server-side rendering, lazy loading, and static site generation to achieve performance targets as users demand more interactive and quick mobile experiences. With frameworks like Nuxt, Next.js, and Astro, developers can create websites that are just as fast as AMP while having more creative freedom. These contemporary technologies have gained popularity among startups, SaaS providers, and e-commerce brands that prioritise performance and customisation.
As such, fast loading content is no longer the exclusive domain of AMP. With the right stack and optimization strategy, any website can achieve top-tier mobile performance and favorable SEO outcomes.
Final Verdict: Is AMP Still Relevant in 2025?
Although AMP is still relevant in 2025, it is no longer a requirement for SEO. The emergence of Core Web Vitals and improvements in web development frameworks have lessened its significance. The impact of AMP SEO has changed from being a special benefit to being one of several choices for enhancing mobile performance. AMP is still beneficial for some companies, particularly those in publishing-heavy industries or with little funding for development. Others might find AMP outdated, especially those with more intricate user interfaces or e-commerce requirements.
Ultimately, the decision to use or move away from AMP should be based on measurable performance outcomes. If your accelerated mobile pages are delivering high engagement and conversion, there may be no need to change. If not, it might be time to explore modern alternatives that can deliver equally fast loading content with more flexibility.
