The Accelerated Mobile Pages (AMP) Project was created to improve the mobile web experience; pages built with AMP HTML load instantly on mobile devices, allowing publishers to quickly serve users in their moments of need.
Though originally created with publishers in mind, AMP has begun to spread to other types of sites as well. At the end of June, eBay announced that they had enabled AMP on eight million of their pages (They were the first major non-news site to do so). It has been widely anticipated that AMP capabilities will spread beyond news publishers, and this was a major step in this direction.
These developments mean that more brands need to pay attention. As AMP spreads, webmasters will need to optimize their content so that they can provide the desired high-speed responses to the micro-moments of their prospects.
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