AMP, Accelerated Mobile Pages, are a new revolution to improving the speed of mobile websites. Designated by a lightning bolt icon on 
search engines, it enables lightning speed loading times for mobile pages, due to lightweight themes/designs, enabled with web pages being cached.
As much as this sounds like a move in the right direction, there are pros and cons to using AMP. For this reason, here are some of the main pros and cons I have found when contemplating whether you should incorporate AMP to your website or not.
AMP Pros
Faster Loading Times
Due to AMP pages being cached, the loading speeds of these pages are far quicker than any standard mobile web page. The web user’s experience is greatly impacted by the load speed of pages – the quicker the loading speed, in general, the lower the bounce rate. For this reason, the stats of your website should improve (average time on website, bounce rate etc.).
As well as this, AMP pages help with your server’s load. Since the pages are cached from the likes of Google, it is in fact Google that stores the cached version on their server, freeing up your server for other activities.
Better SEO
Although there is no direct connection between using AMP to improve SEO, there is a connection between better SEO for faster loading websites. Since AMP can, pretty much, guarantee the site speed for AMP-ified pages will improve, you can be sure it will provide a positive SEO impact.
There are rumors circulating, though, that Google will start to introduce AMP as a factor in the mobile SEO performance of websites. As of August 2019, this is not the case, although it is likely to be the case in the future.
AMP Cons
Advertising Capabilities
Due to the web page being a simplistic theme and cached, you are somewhat limited by the advertising capabilities of AMP pages. Yes, the user experience improves. Yes, the page loads much faster. However, how does this affect the advertising performance of your page is another question.
Limited Design
AMP pages have themes that are generally quite simplistic, in order to keep the ‘bloat’ from being loaded. Due to this, you will tend to find that the types of themes and designs you can use on AMP pages to be very, if not too, simplistic. For some websites with lots of functionalities, this is something that website owners may not be happy with.
