Accelerated Mobile Pages (AMP) were introduced by Google in 2015 to improve mobile page load speeds and enhance user experience. Over the years, AMP became an essential tool for publishers and businesses aiming to optimize their websites for mobile users. However, in 2025, the relevance of AMP websites is being questioned due to advancements in Core Web Vitals, mobile-first indexing, and progressive web apps (PWAs). This article explores whether AMP is still beneficial in 2025 and how it fits into the evolving landscape of mobile SEO and website performance optimization.
The Evolution of AMP: From 2015 to 2025
Initially, AMP provided a competitive edge by allowing pages to load almost instantly, making it highly effective for news websites, bloggers, and eCommerce platforms. It was also given preferential treatment in Google’s Top Stories carousel and search rankings. However, with changes in Google’s ranking algorithms, the removal of AMP-exclusive benefits, and improvements in web technologies, the need for AMP has changed significantly.
Key Milestones in AMP’s Evolution:
- 2015: Google launches AMP to enhance mobile web performance.
- 2017: AMP expands beyond publishers to include eCommerce and advertising.
- 2021: Google removes AMP as a requirement for Top Stories, shifting focus to Core Web Vitals.
- 2023-2025: Growth of PWAs, responsive design, and server-side rendering reduces reliance on AMP.
Benefits of AMP Websites in 2025
Despite the changes in Google’s approach to AMP, it still offers several advantages for certain use cases.
1. Ultra-Fast Page Loading Speeds
AMP uses stripped-down HTML, cached content, and optimized JavaScript, enabling lightning-fast page loads. While lazy loading, image compression, and content delivery networks (CDNs) can also improve speed, AMP remains a reliable solution for instant-loading mobile experiences.
2. Better Performance in Google Discover
Google Discover often prioritizes AMP pages because of their efficiency. If your website relies on Google Discover traffic, using AMP could still be a strategic advantage in 2025.
3. Enhanced Mobile User Experience (UX)
With its clean layout and fast loading times, AMP can significantly improve mobile UX. A smoother experience leads to lower bounce rates, higher user engagement, and increased conversion rates.
4. Potential SEO Advantages
Although AMP is not a direct ranking factor anymore, page speed and mobile usability are. A well-optimized AMP page can still contribute to a better Core Web Vitals score, indirectly improving search rankings.
Why AMP Websites in 2025 Might Not Be Necessary
While AMP offers several benefits, its necessity has significantly declined due to alternative optimization methods.
1. Core Web Vitals Have Taken Over
Google’s focus on Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) means that fast-loading, well-optimized websites can achieve high rankings without AMP. Responsive design, optimized images, and efficient coding can deliver similar speed improvements without relying on AMP.
2. Growth of Progressive Web Apps (PWAs)
PWAs offer an app-like experience on mobile browsers with offline functionality, push notifications, and smooth navigation. Unlike AMP, PWAs provide greater flexibility and SEO-friendly indexing, making them a superior choice for many businesses in 2025.
3. No More Exclusive Ranking Benefits
Previously, AMP pages had an advantage in Google’s Top Stories and search rankings, but now, any fast, well-optimized page can qualify. This makes AMP less of a necessity for SEO-driven businesses.
4. Limitations in Customization and Monetization
AMP’s simplified structure limits design flexibility, advertising options, and tracking capabilities. Many businesses find that they can achieve better results using standard HTML pages with lazy loading, server-side rendering, and efficient caching.
Should You Use AMP Websites in 2025?
Whether you should implement AMP depends on your business type, audience, and traffic sources.
When AMP is Still Useful:
- News and media websites that rely on Google Discover and fast-loading content.
- Websites with high mobile traffic that struggle with performance issues.
- Ad-heavy platforms that benefit from AMP’s optimized ad loading.
When AMP is Unnecessary:
- Businesses with strong organic SEO strategies that meet Core Web Vitals benchmarks.
- E-commerce platforms that require extensive customizations and interactive features.
- Companies focusing on PWAs or alternative speed optimization strategies.
Alternatives to AMP Websites in 2025
If you decide that AMP is not the right fit for your website, here are some alternative optimization techniques:
- Optimize Core Web Vitals: Improve LCP, FID, and CLS by using lazy loading, code minification, and content delivery networks (CDNs).
- Implement Responsive Web Design: Ensure your website adjusts seamlessly across devices without needing AMP.
- Use Server-Side Rendering (SSR): Improves page speed by rendering content before serving it to users.
- Adopt PWAs: Enhance mobile performance with app-like features and offline functionality.
- Optimize Image Loading: Use next-gen formats like WebP and image compression tools.
The final thought!
The relevance of AMP websites in 2025 has declined as alternative methods for mobile SEO and website speed optimization have become more effective. While AMP still has niche benefits, especially for publishers and news websites, most businesses can achieve better performance and flexibility with PWAs, responsive design, and Core Web Vitals optimization. Before implementing AMP, consider your specific needs and whether alternative strategies can provide better results without the limitations of AMP.
In short, are AMP websites in 2025 worth it? Only if it aligns with your traffic sources, audience preferences, and website goals. Otherwise, investing in holistic performance optimization is the smarter approach to staying competitive in the ever-evolving digital landscape.
