An open-source framework for building web experiences with performance-oriented components and constraints; AMP itself is not a Google ranking requirement.
An AMP page uses the framework’s supported markup and components. Some sites maintain an AMP version alongside a standard page, while others use AMP as their primary format. Either arrangement creates implementation and maintenance decisions that should be evaluated against actual user needs.
Google’s documentation states that AMP is not itself a ranking factor. It is also not required for Top Stories eligibility. A standard responsive page can be a valid approach, and an AMP label alone does not establish that a page is useful, fast in practice or well maintained.
When evaluating an existing installation, consider analytics, forms, design parity, canonical relationships and the cost of supporting two versions. Removing AMP is a migration decision, not an instruction to delete working URLs without redirects and testing.
Takeaway: Choose the format that delivers a reliable customer experience and can be maintained; do not adopt or remove AMP solely for a presumed ranking bonus.
Example
A publisher maintains duplicate AMP articles but cannot keep interactive elements consistent. It evaluates a standard responsive template and plans URL handling before retiring the alternate versions.
What to check
Measure real performance and verify canonical links before changing the setup. Recheck important destinations after any migration.
For more detail, see Google AMP documentation.