AMP sunset on Wix: what to do if you had Accelerated Mobile Pages enabled

Google deprecated AMP as a ranking signal in May 2024 and Wix removed AMP support entirely. For Wix sites that had AMP enabled, the transition requires proper 301 redirect setup to preserve ranking equity. This lesson walks through exactly what to do.

Why Google Sunset AMP

AMP was originally created to deliver fast mobile experiences by severely restricting JavaScript and hosting pages on Google's CDN. Google provided preferential treatment in Top Stories carousels as an incentive. As Core Web Vitals replaced AMP as the mobile experience signal in 2021, and as standard web technologies caught up in speed, the ranking advantage disappeared. By May 2024, Google removed AMP as a ranking factor entirely, making AMP pages surplus to requirements.

Checking Whether Your Wix Site Had AMP

• Search Google for site:yourdomain.com/amp — any results confirm AMP was active
• Check GSC Coverage report for /amp URLs in the index
• Look for ?amp= or /amp/ URL patterns in your GSC Performance report
• Check Google Analytics historical data for traffic to /amp URLs

Setting Up 301 Redirects for Former AMP URLs

Redirecting /amp URLs in Wix

• In Wix Dashboard, navigate to Settings > Custom 301 Redirects
• For each /amp URL, create a redirect from /pagename/amp to /pagename
• Use the * wildcard pattern if Wix supports it for bulk redirects
• Submit the canonical (non-AMP) URLs to Google via GSC URL Inspection tool
• Monitor the Coverage report over 4-6 weeks to confirm AMP URLs are replaced

Core Web Vitals as the Replacement Signal

The speed benefit that AMP once provided is now achieved through Core Web Vitals optimisation. If your site had AMP enabled, your standard pages likely received less optimisation attention as a result. Use this transition as an opportunity to run a full Core Web Vitals audit of your canonical pages and close any speed gaps that AMP was previously masking.