Mobile internet usage has surpassed desktop all over the world and there was a need for creating fast and optimized mobile web page experiences, instead of slow experiences that users deal with on a daily basis. AMP (Accelerated Mobile Pages) is an open source framework developed by Google that allows to create consistently fast and high-performing web pages across devices. Pages load almost instantly, giving users a smooth, more engaging experience on their mobiles and desktop.
AMP websites have a lower bounce rate, better usability and higher conversion rate in comparison with standard websites. There are number of studies which has proven the positive impact of AMP. For example, the new BMW.com website was built from scratch with AMP. It loads 3-4 times faster than before. The number of mobile users has climbed to 50%, up from 40% previously. And it has 49% more visits than before!
As already mentioned, AMP is a framework by Google and AMP websites have an advantage in its ranking. They are marked with lightning bolt icon in the mobile search results, which also increases click through rate (CTR).