Microsoft bing

Microsoft’s Bing supports Google’s open source AMP for faster mobile page loads

Bing will now automatically detect AMP pages, which Microsoft says download much faster.

Image: Microsoft Bing

Microsoft has rolled out support for Google’s Accelerated Mobile Pages (AMP) in its Bing app, aiming for faster load times for its mobile search.

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AMP is Google’s response to Facebook’s faster mobile initiative, Instant Articles, and offers a lean version of web pages with faster load times on mobile devices.

Google rolled out support in its Google app for iOS in May, displaying a lightning bolt symbol and “AMP” next to news articles from publishers supporting AMP to indicate which stories will load instantly.

Microsoft uses the same lightning bolt icon to push AMP pages in its updated Bing app for iOS and Android. The app will automatically detect and use news articles that have a corresponding AMP page.

“In the event that AMP pages are associated with the article, we always favor downloading the available AMP page from the servers closest to the end user, preferably through an AMP cache for a faster experience.” , the Bing team said.

If it does not detect AMP, the app will display the non-AMP news article and optimize that page using other techniques. Unlike Google, which favors AMP pages, Microsoft has noted that AMP does not impact its ranking algorithms.

Microsoft said it started testing AMP last May and found that AMP pages loaded about 80% faster than non-AMP pages and reduced the bandwidth required to download them. Google previously claimed that AMP pages load four times faster and use 10 times less data than non-AMP pages.

While AMP was originally intended for publishers, it’s also used for online retailing, with eBay rolling out limited support to the mobile web this month. EBay users cannot “Add to Cart”, but can still browse them. It aims to improve the browsing experience when users access its site from external links, such as search results.