Impacting the technical architecture of digital assets, Google's open source initiative aims to provide streamlined web pages to mobile browsers and other apps.
It is Fast, like Really Fast
AMP loads about twice as fast as a normal comparable mobile page and the latency is as less as one-tenth. Intended to provide the fastest experience for mobile users, customers will be able to access content faster, and they are more likely to stay on the page to make a purchase or enquire about your service, because they know it won't take long.
An Organic Boost
Eligibility for the AMP carousal that rests above the other search results on Google SERP, resulting in a substantial increase in organic result and traffic is a major boost for the visibilty of an organization. Though not responsible for increasing the page authority and domain authority, AMP plays a key role in sending far more traffic your way.
The fact that AMP leverages and not disrupts the existing web infrastructure of a website, makes the cost of adopting AMP quite lesses than the competing technologies. In return, AMP enables better user experience which translates to better conversion rates on mobile devices.