[3] AMP is optimized for mobile web browsing and intended to help webpages load faster.

[8] After a technical preview period, AMP pages began appearing in Google mobile search results in February 2016.

[11] The AMP Project announced it would move to an open governance model on September 18, 2018, and is part of the OpenJS Foundation as of October 10, 2019.

More than 30 news publishers and several technology companies (including Twitter, Pinterest, LinkedIn, and WordPress) were initially announced as collaborators in the AMP Project.

Initially links to AMP pages were restricted to a "Top Stories" section of Google's mobile search results; by September 2016 Google started linking to AMP content in the main mobile search results area.

It works across many device types, including desktop and tablet, and comes with helpful responsive design features.

Listed reasons for removal are that web development has grown beyond needing AMP, Google is no longer using it as a ranking factor, bad user experience, and decreased adoption.

They feature restrictions and automatic validation aimed at guaranteeing performance and security, while supporting common functionality such as analytics tracking and limited interactivity.

Google has announced that as of February 1, 2018, it will require the content of canonical pages and those displayed through AMP be substantially the same.

[48][49] All three formats were announced in 2015 with the stated goal of making mobile content faster and easier to consume.

[52]However, some critics believe that AMP is an impending walled garden as Google begins to host AMP-restricted versions of their websites directly on google.com: They say AMP is not actually supporting the open web because it is a "fork" or variation on HTML and one that Google essentially controls ...

"Our mobile search traffic is moving to be majority AMP (Google hosted and not on our site) which limits our control over UI, monetization et al," said one digital media executive, quoted in a Fortune article.

[57] Joshua Benton, director of the Nieman Journalism Lab at Harvard University, said: "There is a sense in which AMP is a Google-built version of the web.

"[11] Ramon Tremosa, a Spanish member of the European Parliament, said: "AMP is an example of Google dialing up its anti-competitive practices under the nose of the competition regulators.

"[11] Matthew Ingram of Fortune expressed concerns about Google's role and motives regarding the AMP Project: In a nutshell, these publishers are afraid that while the AMP project is nominally open-source, Google is using it to shape how the mobile web works, and in particular, to ensure a steady stream of advertising revenue ... More than anything else, the concerns that some publishers have about AMP seems to be part of a broader fear about the loss of control over distribution in a platform-centric world, and the risks that this poses to traditional monetization methods such as display advertising.

[58]In September 2018, Google began transitioning AMP to a more open governance model with governing committees composed of different stakeholders in the project, ranging from publishers that use AMP including The Washington Post and Axios to other companies such as Microsoft and Twitter.

One serious flaw, noted by tech writer Kyle Chayka, is that disreputable parties who misuse AMP (as well as Facebook's similar Instant Articles) enable junk websites to share many of the same visual cues and features found on legitimate sites.