The look-and-feel argument is a misunderstanding of AMP. What you probably notice are pages generated by the Wordpress AMP plugin, which does not implement much

The look-and-feel argument is a misunderstanding of AMP. What you probably notice are pages generated by the Wordpress AMP plugin, which does not implement much in the way of different templates. AMP has some severe constraints on javascript, but is pretty non-constrained on HTML and CSS. Nearly all HTML5 tags and attributes are supported, including non-standard tags like <big>. It even allows super-non-standard tags like "<o:p>" which was part of an old microsoft word export-to-html feature. Take a look at some of the examples on https://www.ampstart.com/ https://www.ampstart.com/ http://ampproject.org/ http://ampproject.org/ is AMP and https://daily.spiegel.de/ https://daily.spiegel.de/ is AMP. These look very different.