What exactly is AMP?

AMP is essentially a performance optimized HTML and JavaScript framework designed to deliver content quickly. It was originally conceived as a delivery format mostly for static, news-type content. But AMP has already evolved beyond its original static content aspirations, and now rich, interactive, and engaging pages can be built. Indeed, the range of user experiences possible was underscored at the first ever AMP conference in NYC in March 2017, where a fully functional messaging app was demonstrated, as well as an e-commerce app complete with payment capabilities.

There are three main components of AMP: AMP-HTML, AMP-JS, and AMP Cache. Let's take a look at them next.