Now you can run experiments, such as A/B tests, using AMP pages. This was announced on the AMP blog. “[W]e’ve launched a new AMP component that allows you to conduct user experience experiments on an AMP page,” Google said.
Within the code, you can specify how much traffic to send to which experiment. The <amp-experiment> element allows you to specify all experiment behaviors via a JSON configuration. Plus, through this new configuration, it will expose additional analytics reporting attributions so you can collect enough data to decide which experiment works best.
Here is sample code on how to use <amp-experiment> — and you can read this blog post to learn more.