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Google applying knowledge from AMP to other parts of the web
June 07, 2025
Google’sAccelerated Mobile Pages (AMP)project has one intention: to make a faster, more streamlined web experience. Over the past two years, AMP developers have created and testednew standards for web technologyto increase the speed and versatility of web pages.
Now, according toa post on the AMP blog, the team is ready to take the next logical step: apply techniques learned from AMP to things that weren’t developed from AMP. Here’s how the team puts it:
The AMP team likely knows that not all websites are going to abandon their current designs to start up from scratch with something based on AMP. Now that the team has the AMP platform down well enough to create fast-loading web content, it’s time to figure out how to transition parts of the web that aren’t AMP-based.
It looks like the team took this first new step with the Top Stories carousel inGoogle Search:
Right now, the Top Stories carousel code is based on AMP protocols. Google has this to say in the blog post:
What that essentially means is that the way the Top Stories carousel is designed now allows for integration with other, non-AMP content. This proof-of-concept has given the team enough confidence to try to apply the premise to other parts of the web.
AMP is open source (althoughmaybe for the wrong reasons), so to keep everyone in the loop the AMP team will keep track of in-development features related to this next step atits GitHub page.
The blog post notes that Google intends to continue investing heavily in AMP and maintain its open source status.
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