AMP URLs will soon drop the ‘google.com/amp’ prefix and show the full address of the original publisher.
The URLs of all AMPs in Google search begin with ‘google.com/amp’ because the pages are not loaded from the publisher’s server, they’re loaded from the Google AMP Cache. This allows Google to control the AMP experience and ensure the pages stay consistently fast.
Publishers have long been at odds with the Google prefix— it’s the number one piece of feedback Google hears about AMP. Google has issued a fix in its Search app that causes AMP URLs to default to publisher URLs. Now it’s issuing a similar fix for mobile web browsers.