Should AMP Pages Still Be Made｜2025 Alternatives and Optimization Guide

By 2025, AMP (Accelerated Mobile Pages) is nearing the end of its mission.

Google is gradually stripping AMP of its search privileges. Users have lost patience with “minimal but crippled” pages, and developers are increasingly unwilling to maintain a “legacy framework” that doubles the workload.

If you’re still debating whether to keep AMP, the data speaks for itself: As of 2024, only 12% of the world’s top 1000 websites still use AMP — and traffic has dropped by over 35% year-over-year.

Mature alternatives (like edge computing and hybrid rendering) now make it possible to load in under a second *without* sacrificing functionality — including first-screen load under 1 second for e-commerce and precise delivery of dynamic content. These are things AMP just can’t do.

This article cuts the fluff — no vague trends — just real, actionable solutions for 2025.

AMP in 2025: Why It’s Rapidly Fading Away

Once heavily pushed by Google, AMP (Accelerated Mobile Pages) has officially become a relic of the past by 2025.

Let’s look at the numbers: In 2024, AMP sites saw traffic drop by over 40% on average. In user surveys, 70% of businesses reported lower conversion rates on AMP pages compared to their main sites.

Google Is Going Full Non-AMP

• Search privileges gone: In 2025, Google removed the AMP “lightning bolt” label from search results. Discover feed now prioritizes main site content, and AMP visibility has plummeted.
• Ranking rules revamped: Google has stated that Core Web Vitals now weigh more heavily in rankings than AMP tags, so dev efforts should focus on main site performance.

AMP’s Cost-Benefit Balance Is Broken

• Double maintenance costs skyrocketing: Supporting React 19+, Vue 4.0, etc., requires custom AMP components. But AMP traffic now brings in less than 10% of what the main site does.
• Users dropping off fast: AMP’s forced redirects dilute brand identity. Bounce rates are 20% higher than on the main site (especially for e-commerce).

Technical Limits Becoming a Burden

• Not compatible with next-gen tech: AMP blocks WebAssembly and WebGPU — which means no real-time 3D, no AIGC interactions. These features are basically DOA on AMP.
• Weak monetization: AMP restricts custom ad containers, leading to 35% lower ad fill rates compared to main sites — crushing smaller media outlets.

4 AMP Alternatives for 2025 (With Real Tools)

Ditching AMP doesn’t mean giving up speed. In 2025, the tech is finally here to *have your cake and eat it too*.

No feature cutbacks, and your pages still load in a snap — in fact, AI can now predict user behavior to make them even faster than AMP.

Hybrid Rendering

How it works: Use server-side rendering (SSR) for the first screen to keep things fast, and then lazy-load dynamic content (like comments, recommendations) as users scroll.

Tools:

1. Next.js 15: Comes with smart preloading (prefetchStrategy="hover") — hovers trigger resource fetches ahead of time.
2. Astro.build: Turns 90% of code static, only activates interactive components (like cart pop-ups) when triggered.

Case study: A fashion e-commerce site switched to Astro — mobile LCP dropped from 3.2s to 0.8s — and they kept the 3D try-on feature.

AI-Powered Performance Optimization

Main features:

• Auto-removal of unused CSS/JS (98% accuracy — 2 hours of manual work done in 2 seconds by AI)
• Smart image format selection: Automatically switches between AVIF/WebP/PNG based on the user’s network (4G/5G/WiFi)

Tools:

1. Cloudflare Mirage: AI breaks images into chunks to load faster — speeds up first screen by 40% on 3G.
2. Vercel Speed Insights: Predicts click paths and prefetches resources for the next page.

Edge Network Acceleration

How it works: Pages are cached at 2,000+ edge nodes globally. When users visit, content loads from the nearest node (<100 km away).Tools:

1. Cloudflare Workers: Run scripts right on edge nodes — intercept requests and optimize content in real time.
2. Fastly Compute: Supports WebAssembly — run high-performance code (like real-time pricing) right at the edge.

Real-world numbers: TikTok used Fastly edge computing — in Brazil, video load times dropped from 1.4s to 0.3s.

Web-Standards-First Strategy

The AMP lesson: Custom tags (like <amp-img>) just added dev overhead. In 2025, modern browsers now support faster native features:

Native Lazy Loading: <img loading="lazy"> — no JS libraries needed; browsers handle delayed loading automatically.

Priority Hints: Use fetchpriority="high" to tell browsers which assets matter most.

Perks: Cuts code size by 60% — and works seamlessly with latest versions of Chrome, Safari, and Firefox.

2025 Performance Optimization Steps (Even for Beginners)

Find bottlenecks → Use the recommended tools → Monitor the results — and you could boost load speeds by over 50%.

One independent site followed this exact method. In just 3 days, they dropped mobile bounce rates from 78% to 42% — without writing a single line of code.

Step One: Find Bottlenecks in 10 Minutes (No Coding Needed)

Super easy tools:

• Google PageSpeed Insights 2025 Edition: Just drop in your URL — it gives you plain-language advice (like “Your big image takes 8 seconds to load on 4G in India — compress it ASAP.”)
• Cloudflare Observatory: Shows real-world performance data based on actual user networks (3G/5G), so you don’t get fooled by smooth local tests.

Beginner’s Self-Check List:

1. Are your images over 200KB?
2. Do popup ads load with a 3-second delay?

Step 2: The Three No-Brainer Fixes (One-Click Solutions)

Image Optimization: Just Drag & Drop

Tool: Squoosh 2025 (Web Version)

How to use: Upload your image → Check “AI Smart Compression” → Download in WebP/Avif format. You’ll shrink size by 70% without losing quality.

Code Cleanup: Remove Useless Junk

Tool: SWC Auto-Purge

How to use: Upload your JS/CSS files → Automatically strips unused code (like leftover jQuery plugins) → Download the slimmed-down version.

Worry-Free Hosting: Let AI Handle It

Tool: Vercel 2025 (Free Plan)

How to use: Connect your GitHub repo → Enable the “Auto-Optimize” toggle → Your files get compressed, cached, and distributed globally via CDN automatically.

Step 3: Monitor and Tweak (To Prevent Setbacks)

Analytics Dashboard:

1. Google Search Console’s new “Core Web Vitals Weekly Report” → Weekly emails with performance insights.
2. New Relic Free Plan: Real-time tracking of page lag points (like slow response when clicking checkout).

AB Testing Traps to Avoid:

• Use the Figma plugin “PageSpeed AB” to compare old vs new versions, making sure your optimizations don’t hurt conversions.

Case Study: A blog used this plugin and found that over-compressing images led to shorter user sessions. They quickly rolled back to a more balanced setup.

Core Principles

Don’t go overboard like AMP: Keep dynamic page features (like comments and recommendations) and solve speed issues with smarter tools.

Speed ≠ Sacrificing User Experience: In 2025, users are less patient—your page needs to be interactive and fully functional within 2 seconds.

SEO Risk Mitigation Tips When Ditching AMP

The core idea is simple: show Google that your old AMP pages aren’t abandoned—they’ve been upgraded.

301 Redirects: Seamless Traffic Transfer

A Must-Do: Redirect old AMP pages (like example.com/amp/page1) to the corresponding main URL (example.com/page1) using a 301 redirect.

Recommended Tools:

1. Screaming Frog: Scan AMP links in bulk and export redirect rules (supports Apache/Nginx formats).
2. Cloudflare Rules: Free plan allows 3,000 forwarding rules—great for small and mid-sized sites.

Watch Out:

Avoid redirect chains (e.g., AMP → A → B). Always point directly to the final page.

Keep AMP pages live for at least a month before deleting them—this gives crawlers time to update and prevents 404 errors.

Structured Data Enhancements: Tell Google “This Version is Better”

Replacing AMP Perks: Add the following Schema markup to your main site pages:

• Article/NewsArticle: Include fields like datePublished and author to boost credibility.
• BreadcrumbList: Helps define page hierarchy, reducing ranking drops from URL structure changes.

Tools:

1. Google Structured Data Markup Helper: Visual tool to generate code—just paste it into your HTML head.
2. WordPress Plugin Rank Math: Auto-generates Schema markup, with live preview and error checks.

Case Study: A news site added NewsArticle markup and saw their AMP traffic dip last only 3 days instead of 14.

Pre-rendered Snapshots: A Clever Trick for Crawlers

The Issue: Dynamic pages (built with React/Vue) can load slowly, and Google might see them as “empty content.”

The Fix: Generate static HTML snapshots of your dynamic pages, and serve those to crawlers first.

Tools:

1. Rendertron: Free and open-source—once deployed, it serves pre-rendered pages to crawlers automatically.
2. Puppeteer: Write a script to generate snapshots on a schedule, suitable for tech teams.

Configuration Example (Nginx):

if ($http_user_agent ~* "Googlebot") {
rewrite ^(.*)$ /rendertron-snapshot/$1 last;
}  

Traffic Monitoring & Emergency Plan

Must-watch metrics:

• Google Search Console “Coverage” report: Keep an eye on whether lots of AMP pages are flagged as “Submitted URL has redirect”.
• GA4 “Organic Search Traffic” comparison: Track keyword ranking changes between your main site and the old AMP pages.

Damage Control Actions:

If your traffic drops by more than 20% within 7 days, use Ahrefs or Semrush to find which keywords lost rankings and optimize your main site content accordingly.

Add a “Canonical” tag on old AMP pages pointing to the main site to temporarily ease duplicate content issues.

Execution Timeline:

1. Day 1: Set up 301 redirects + submit new main site URLs to Google Index.
2. Day 3: Add structured data + deploy pre-rendering.
3. Day 7: Analyze Search Console data and tweak underperforming pages.

When should you abandon AMP immediately?

If your site shows any of the following three red flags, it’s time to drop AMP right away:

1. Core features are crippled by AMP (e.g., no live chat or dynamic pricing)
2. Negative ROI on traffic (AMP maintenance costs more than the ad revenue it generates)
3. Overwhelming user complaints (30%+ of surveyed users say the page feels “incomplete”)

Scenario 1: E-commerce / Online Education Sites (Conversion Killers)

Major Issues:

1. AMP blocks custom JavaScript, breaking features like “real-time shipping calculation in cart” and “live comment feed during lessons”.
2. Users can’t stay logged in, and repeat purchase rate is 22% lower than on the main site.

Data-backed Insight:

A Southeast Asian e-commerce site shut down AMP and saw a 15% dip in search traffic short-term, but conversion rate jumped 40% and GMV went up by 25%.

Suggested Move:

Rebuild your main site with Next.js or Gatsby to keep all the features while keeping LCP under 1.2 seconds.

Scenario 2: Tech-Platform Companies (Wasted Dev Resources)

Major Issues:

1. AMP requires a separate component library, and adapting to React 19+, Vue 4.0, etc., increases workload by 300%.
2. Google search traffic makes up less than 10% — AMP just isn’t worth it.

Case Study:

A SaaS company ditched AMP and reassigned 2 front-end engineers to work on AI features. In 6 months, customer retention improved by 18%.

Alternative Solution:

Edge Rendering (Edge SSR): Use Cloudflare Workers to dynamically generate pages at the edge. You get AMP-like speed with full flexibility.

Scenario 3: 5G-Savvy Markets Like US, Europe, Japan (No Tolerance for Stripped Pages)

Major Issues:

1. Users hate overly minimal pages — AMP bounce rate is 35% higher than main site.
2. Google Discover traffic is below 5%, so AMP perks are pretty much gone.

Data-backed Insight:

After a US media site optimized their main site LCP to 1.5s, AMP traffic share plummeted from 45% to 3%, but total ad revenue jumped by 50%.

Strategy:

Use Partial Prerendering on your main site: Load the first screen instantly, then lazy-load the rest in the background.

Scenario 4: Web3 / AIGC Projects (Tech Clash)

Major Issues:

• AMP blocks WebAssembly and WebGPU, so blockchain transactions and real-time AI visuals don’t work at all.
• Users are forced to jump to the main site, which breaks the flow.

Tool Alternatives:

1. Vercel Edge Functions: Run Deno/Python scripts at edge nodes, perfect for verifying crypto payments.
2. TensorFlow.js Lite: Embed lightweight AI models directly into the main site. Runs 3x faster than AMP redirect workflows.

Checklist:

✅ If your AMP ad revenue is <50% of your main site✅ If average time on page is <60% of your main site✅ If your dev team spends 30%+ of their time fixing AMP compatibility

In 2025, the winners will be those who ditch “outdated best practices” and embrace “future experiments.”

Throw away the AMP crutch — only then can your website truly start to run.