Accelerated mobile page or AMP is a project run by Google. Google launched AMP to improve the user experience for mobile users and also to compete with Facebook Instant Articles and Apple News. AMP is a technology for publishing web pages that load quickly on mobile devices.
Mobile users hardly ever scroll past the first page of search results (SERPs) or wait for a web page to load. When you use Accelerated Mobile Pages your web page can appear at the top of search engine results in Google's carousel or the main results page. Utilizing AMP increases your discoverability and provides extremely fast loading speeds since AMP'd pages are cached for quick delivery resulting in more engaged visitors and a better user experience.