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AmpStory

AmpStory is a pending type with dual inheritance from CreativeWork and MediaObject. It represents an AMP Story / Web Story: a full-screen, tap-through, mobile-first visual format. It adds no properties of its own; use inherited MediaObject properties (contentUrl, duration, thumbnailUrl) plus CreativeWork (headline, author, datePublished).

Full example of schema.org/AmpStory json-ld markup

The markup is verified as valid with Rich Results Test from Google.

schema.org/AmpStory
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "AmpStory",
  "name": "XooStructured 3.0 - launch story",
  "headline": "XooStructured 3.0 ships with schema.org pending-property support",
  "datePublished": "2024-05-10",
  "author": { "@type": "Organization", "name": "Xoo Code" },
  "publisher": { "@type": "Organization", "name": "Xoo Code", "logo": { "@type": "ImageObject", "url": "https://xoocode.com/logo.png" } },
  "contentUrl": "https://xoocode.com/stories/xoostructured-3-launch",
  "thumbnailUrl": "https://xoocode.com/stories/xoostructured-3-launch/poster.jpg",
  "duration": "PT01M32S"
}
</script>

Deprecation caveat

Google retired Web Stories / AMP Stories as a distinct Search feature in 2024; they now surface (if at all) through normal Discover, News, and Search flows. Marking up existing Web Stories with AmpStory still communicates the format to consumers that care (archives, knowledge graphs, non-Google platforms), but do not expect Google-specific story carousels any more. For new publishing, standard Article with a strong cover image is the recommended path.

Minimal valid version

The smallest markup that still produces a valid AmpStory entity. Use it as the floor. Reach for the advanced example above when you want search engines and AI agents to understand more about your content.

schema.org/AmpStory (minimal)
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "AmpStory",
  "headline": "XooStructured 3.0 - launch story",
  "author": { "@type": "Organization", "name": "Xoo Code" },
  "datePublished": "2024-05-10"
}
</script>

Google rich results this unlocks

AmpStory is a structural type. It does not produce a rich result on its own.

Its value comes from combining it with a primary type whose markup earns a rich result (Article, Product, Event, and so on). AmpStory becomes the trunk that the primary type branches off viamainEntityorbreadcrumb. Include it on every page as the backbone of your markup.

Common AmpStory mistakes

Mistakes that pass validation but silently fail to earn rich results or mislead consumers walking the graph. Avoid these and your markup will be ahead of most sites in the wild.

  1. 01

    Choosing AmpStory for new long-form content

    Wrong
    AmpStory for a new in-depth article
    Right
    Article or LongForm NewsArticle for text-first content; AmpStory only for genuinely story-formatted visual content

    Since Google deprecated Web Stories in Search, AmpStory buys no Google search benefit. It remains useful only when the content is genuinely a tap-through visual story.

Schema properties in this example

AmpStoryCreativeWorkMediaObjectnameheadlinedatePublishedauthorOrganizationpublisherlogoImageObjecturlcontentUrlthumbnailUrlduration

About the example data

The historical "XooStructured 3.0 launch" Web Story from 2024, retained in the Xoo Code archive.

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