The complete guide to
Accelerated Mobile Pages for e-commerce

Content on the mobile web is now four times faster , thanks to AMP for e-commerce. The open-source, Google-led initiative, which guarantees a consistently fast and beautiful web experience, is perfect for e-commerce websites looking to gain an edge with mobile. How? By delivering an instant, first impression from acquisition channels, better capturing customers into the main website.

We all know that load speed closes or kills a sale, so why not deliver the fastest experience possible?

mobile friendly e-commerce

"Being mobile friendly isn't enough. Shoppers expect instant access to information — and page speed is critical to getting customers to engage, click and buy."

Madison Miner - WompMobile CEO
Madison Miner
WompMobile CEO

Google AMP solves a legitimate problem

Decisions are made in seconds
Your first impression is the difference between engagement or abandonment. Most users leave mobile sites taking longer than 3 seconds and, after 10 seconds, 77% drop off.

AMP enters the scene
Accelerated Mobile Pages speed up the mobile web and eliminate sluggish performance. And for good reason. Faster websites drive more traffic, increase user engagement and reinforce sales. AMP pages benefit the entire search universe – speeding up products and companies that rely on search and acquisition platforms as revenue streams.

Open source and cross platform
AMP is an open-source initiative that makes the web better for all. The project enables the creation of websites and ads that are guaranteed fast, beautiful and high-performing across devices and distribution platforms. AMP is embraced by Google, Bing, Safari, Facebook, Pinterest and more.

Perfect for any website

If your website relies on acquisition platforms to drive business, AMP for e-commerce is a perfect addition to your digital growth strategy. The technology is embraced by a growing community of acquisition platforms that display AMPs in search results, including Google, Twitter , Bing, Yahoo Japan, Baidu, Safari, Facebook, Pinterest and more.

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AMP increases traffic

AMP is applied across a website’s upper funnel – landing pages that field inbound, organic search traffic.

AMPs load instantly, feel invisible and keep a user’s attention – the most precious resource in delivering an effective mobile experience.

AMPs don’t replace your responsive site but optimize it – increasing engagement and traffic to your website.

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More than mobile speed

The benefits of AMP goes beyond mobile speed. It’s about a better user experience.

AMPs are only discovered through search queries and feature a lightning-bolt icon, which is a guarantee from Google that your page is an excellent experience on mobile. Google’s performance assurance, leads to increased click-through rates and more engaged users entering your site.

While Google has been adamant that AMP pages will not receive a boost in page ranking – yet – their algorithm takes mobile performance – speed in particular – into account. It’s really a case of semantics: Be fast and create a mobile website that caters to customers or risk under-performing search-engine results.

Accelerated Mobile Pages
motivate user engagement

WompMobile has been operating on the bleeding-edge of AMP since the initiative was launched. Today, our platform is capable of converting any website -- no matter how complex -- into a beautiful, fast and elegant AMP experience. And the results are remarkable. In fact, we teamed up with Google to measure performance across more than 500,000 AMPs. Does the data support the hype? Absolutely.


Conversion rate increase


Decrease in bounce rate


Increase in CTR

Best practices for building
AMP for e-commerce

Not all AMPs are created equal. The following are tips, techniques and best practices for creating beautiful, fast and performance-driven AMP pages.

  • Choose Wisely

    The recommended approach is to apply AMP to the upper funnel – landing pages that field inbound, organic search traffic. Using this approach, AMPs offer shoppers an instant-page load – the perfect first impression – at the onset of the mobile experience, driving more customers into the main site. For e-commerce websites, typically, this approach includes a combination of the homepage, category pages, product-listing pages and blog articles.

  • Beware of plugins

    Using generic, pre-fabricated plugin-templates undermines the user experience and often backfires, turning shoppers away. If AMPs don’t have the same look and feel, or mirror the functionality of the main site, the user journey is disjointed, resulting in user abandonment.

  • Brand alignment is critical

    Ensure AMPs have the same styling – including images, colors, footers, social and more – to increase the likelihood of user engagement. The transition from AMP to non-AMP must be a seamless transition, and brand-style alignment is critical.

  • Remain in sync

    AMPs should remain automatically synchronized with the canonical page. Should a change to a product page be made on the desktop, the AMP page should automatically update, creating alignment across all channels.

  • E-commerce functionality

    AMP pages should not be a watered-down, featureless version of the canonical. Rather, AMPs should look the same but just load instantly. If the full site has product filtering, product sorting, image carousels, option selections or other features, the AMP pages should include the same functionality, and offer the same robust experience directly from acquisition channels.

AMP pages works really well with
e-commerce websites

Using a variety of development techniques – combining AMP components and CSS – rich functionality is totally possible. Balancing usability and speed, AMPs maintain all the rich, e-commerce functionality for a compelling shopping experience.

  • Integration with inventory system
  • Works with main site’s cart and checkout
  • Real-time inventory and pricing
  • Security and payment options
  • CMS and stack agnostic
  • Predictive search
  • Robust menu and navigation
  • Ad network integration
  • Social sharing
  • Google and Adobe analytics
  • Category and product-listing pages
  • Customer service
  • Showcase related products
  • Product images and carousels
  • Shipping calculations
  • Authentication and login