Here's what users think of AMP results in Google. Nothing, they don't care.

A little lightning bolt shows next to some results in Google.
What do you think it means?

That’s what we asked 1,000 web users from the United States and found that most of them either didn’t know or didn’t care.
amp survey
Only 2% recognise AMP for what it is with additional 5% who associate the icon with speed. The rest see it in a positive light as either breaking story, top / trusted result or simply the best answer.
This could aid the CTR increase theory supported by some webmasters. However there’s also the other side of the coin!

Negative Impression

Perhaps the most surprising insight from our little study is that more than one in ten surveyed Google users see the AMP logo as a negative signal:

  • paid ad / sponsored result (7.2%)
  • fake news, dangerous site, other warnings (4.4%)

Data Source: AMP Survey [XLSX]

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