The full form of AMP is Accelerated Mobile Pages. This helps in Google ranking for mobile optimization. AMP is a Google-backed project with the aim of speeding up the delivery of content through the use of stripped down code known as AMP HTML. AMP has been rolled out in response to projects such as Facebook Instant Articles, in which Facebook can host and render publishers content directly within their news feed, meaning the process of viewing a piece of content is much quicker than opening the equivalent web page in a mobile browser.