An open-source HTML framework launched by Google in 2015 to enforce fast-loading mobile pages, with two key SEO incentives: special "Top Stories" carousel placement on mobile and a lightning-bolt indicator in search results. Google ended both incentives in 2021 and announced in late 2024 that AMP would no longer be required for any feature in Google Search. Most publishers have since stripped AMP from their sites in favour of fast vanilla HTML and Core Web Vitals optimisation. AMP still exists as a framework but is essentially dead as an SEO requirement.