Like Taylor Swift, Accelerated Mobile Pages (AMPs) have a reputation. In a not-very-official Twitter poll, 53 percent claimed AMP was “breaking the web.”
What do you think about AMP? — Maximiliano Firtman (@firt) March 23, 2017
The mobile ecosystem is already complex: choosing a mobile configuration, accounting for mobile-friendliness, preparing for the mobile-first index, implementing app indexation, utilizing Progressive Web Apps (PWAs) and so on. Tossing AMP into the mix, which creates an entirely duplicated experience, is not something your developers will be happy about.
And yet despite the various issues surrounding AMP, this technology has potential use cases that every international brand should pause to consider.
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