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dk7, My experience with amp is that it is not necessary for SEO unless you are writing time sensitive news articles or articles based on current events. These are the real amp pages that google is displaying right now. I  have not seen amp product pages or service pages from small businesses show up in the SERPS. Amp will remove all programming from the page so it will mostly be text based. Sidebars and other page elements are not usually displayed with AMP pages. The purpose of AMP is to increase the user experience on mobile devices. So these pages have basic text and some images.