AMP is a project started by Google, Accelerated Mobile Pages, which ostensibly speeds up loading web pages (primarily news websites) by consolidating them to a single set of servers. This was always a lie, however, as the bottleneck with mobile devices is almost always the mobile connection itself, not the back end interconnections between different news websites' servers.

In reality the goal is to consolidate web traffic to make it easier for Google to track users. Google also strong armed websites into using it, as if you didn't use it then your articles wouldn't show up in the news ribbon at the top of search or in Google Now voice search. Supposedly they don't do this anymore, however they no doubt still require it in the terms of other services they provide.