Today, Digiday posted a piece about the AMP’s dominance over Facebook’s Instant Articles (which isn’t a surprise) give the issues a lot publishers have had with it.
At my current agency, we’ve add AMP to a number of our client websites but have yet to really see a giant jump in their mobile traffic to AMP pages, even with SEO efforts specifically driving to those pages.
It’s actually been a significant amount of effort for minimal return. Even though the pages load a lot faster, I’m not totally sure it’s worth the effort right now.