Definition
AMP, Accelerated Mobile Pages, is an open-source HTML framework, originally backed by Google, for building web pages that load very quickly on mobile devices. AMP achieves speed by restricting HTML and CSS, requiring asynchronous JavaScript through a controlled component library, and allowing pages to be cached and pre-rendered by AMP caches so they appear almost instantly when opened from search.
AMP's importance has declined substantially. It was once effectively required for the top news carousel and gave a visible speed advantage, but search engines have since removed AMP-specific ranking and placement benefits, replacing them with page-experience signals that any fast page can meet.
Many publishers have deprecated their AMP versions as a result, since maintaining a parallel page format is a cost that no longer buys a ranking edge.
In context
For an iGaming affiliate, AMP was never a strong fit and is now rarely worth adopting. The format's restrictions on JavaScript and custom markup make it awkward for the interactive elements these sites rely on — comparison tables with filtering and sorting, dynamic bonus calculators, affiliate-link handling, consent management — and the loss of AMP's former ranking and carousel benefits removes the main reason to accept those constraints.
The better path is to make the standard responsive page fast enough to pass Core Web Vitals: efficient images, minimal render-blocking resources, a lean critical CSS path, deferred non-essential scripts, and a stable layout. This achieves the user-experience and speed outcomes AMP was designed for, without a second page format to build and keep in sync, and without the functional limitations.
Affiliates still maintaining legacy AMP pages generally plan to consolidate onto a single fast canonical page rather than invest further in the format.
Worked example
An affiliate maintains AMP versions of 2,000 review pages that provide no ranking benefit and strip out its comparison-table functionality. It removes the AMP versions, redirects them to the canonical responsive pages, and spends the freed effort on Core Web Vitals, achieving faster real-world load times than the AMP pages had.
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