Google had featured AMP as top stories in the carousel for mobile SERPs. In August 2016, Google began sharing an early preview of expanded AMP support across the entire search results page at and not just in the "Top stories" section. AMP pages are labeled with the icon AMP iconin search results. What about page size and page load time? AMP significantly reduces the page size as can be seen in the image below. The number of requests sent to fetch the page is also lower. AMP improves CTR and also shows an increase in repeat visits. Advertising Continue reading below Jarrod Dicker of The Washington Post, head of ad products and technology, said AMP improves click-through rates by up to 50%.
He also said, The Post publishes over 1,000 articles in AMP every day, and they are already seeing real benefits… We saw average load times of 400 milliseconds, an 88% improvement over our traditional mobile website. This has made readers more likely to tap on Washington Post articles because they know our articles will load steadily and quickly. AMP was also excellent for retention. Traditionally, 51% of mobile search users return to The Washington Post within seven raster to vector conversion days. For users reading articles published in AMP, that number jumps to 63%. Here is an example of a performance test performed on a mobile version of the page and the AMP page of the same.
Responsive Page Performance Summary mobile-friendly statistics Performance summary of the AMP version of the same URL AMP Performance Summary Does Google provide reports regarding AMP and mobile friendliness in Search Console and Analytics? Yes, Google provides a mobile usability report in Search Console for issues related to mobile usability/responsiveness under Search Traffic. AMP-related issues are also shared in Search Console under Search Appearance. Google Analytics can also be added to AMP. mobile-friendly-search-console AMP-Search-Console Google says that since they started working on this mobile user experience, they've seen incredible global adoption of AMP that has gone beyond the information industry to include e-commerce, entertainment, travel, recipe sites, etc.