AMP is an open source HTML framework developed by the AMP Open Source Project.
AMP is a simple and robust format to ensure your website is fast, user-first, and makes money. AMP provides long-term success for your web strategy with distribution across popular platforms and reduced operating and development costs.
AMP enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms. Publishers and advertisers can decide how to present their content that emphasizes a user-first experience.