Google is going to give high priority for fast loading web pages with amp content in a special way.
Instead of using a gray AMP lightning bolt icon with the AMP letters next to it, Google is testing showing a blue lightning bolt icon with the word “instant” next to it.
AMP is an open source project designed to help web publishers create mobile-optimized content that loads instantly on all devices, according to Google.
Google's goal with AMP is to deliver the best possible mobile experience to its users. Google wants to get information to the end user as fast as possible.
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.