AMP copy guide
Blockstream's API platform for issuing and managing digital assets on Liquid.
- Biggest open naming decision: AMP is overloaded (platform, account, co-signer, asset class, module) and reads as a code name.
- Candidates: Tokenization (Basak's lean), Mint (rejected: crypto-native), Forge, Assets Register, Brady's Blockstream Asset Manager. Legal gates "asset manager."
- Jeff: name the whole enterprise bundle top-down, stress-test across sales contexts. Decision mid-August.
Golden rules
Get these right and most copy takes care of itself.
- Write AMP: all caps, no article, no expansion, until the PM rename call lands.
- Never describe AMP without Liquid: assets live on Liquid and inherit Bitcoin's security.
- Transfer controls are the hook: restrictions and issuer tracking, framed as issuer power, never compliance hype.
- Never "AMP tokens" and never "AMP blockchain": Issued Assets on a platform, not a chain.
- Name the workflow, quantified: "automate transfer restrictions on issued securities," never SaaS filler.
Who you're writing for
Meet the reader before touching the rules.
Write for issuers of tokenized assets: token/stablecoin issuers, banks, exchanges, governments; sell the capability, assume fluency.
Write for the sell-side: custodian banks, brokers, exchanges fluent in settlement risk and regulation; skip the basics.
Match the role's hook: investment banks, programmable compliance; desks, built-in transfer rules; exchanges, compliant issuance.
Names
The product names and exactly how to write them.
Write "AMP": all caps, no periods, no article ("AMP provides..."); never Amp, amp, or A.M.P.
On first reference, say what it is: "AMP, Blockstream's asset issuance platform on Liquid."
Never "AMP blockchain": AMP is a platform on the Liquid Network, not its own chain.
Disambiguate the Asset Issuer: Blockstream Asset Issuer issues standard Liquid assets, not AMP assets.
Separate AMP2 from legacy: AMP2 is second-gen under Blockstream Enterprise (Rust cosigner, HSM, LWK); Django/GAID AMP still ships.
Place AMP in the Enterprise tier: listed third, alongside Enterprise Custody, after consumer and infrastructure products.
Name is a PM call: "Blockstream Asset Manager" rename is live in the naming workstream; write "AMP", no expansion, until decided.
Say this, not that
The usage dictionary. When in doubt, search it.
| Topic | Write | Never write | Why |
|---|---|---|---|
| Asset type 1 | transfer-restricted assets (hyphenated) | transfer restricted assets | one of the three AMP asset types |
| Asset type 2 | issuer-tracked assets (hyphenated) | issuer tracked assets | one of the three AMP asset types |
| Confidential Transactions | Confidential Transactions (proper noun) | hides asset types AND amounts; audit keys allow disclosure | |
| Issued Assets | Issued Assets (capitalized) | tokens | the category of non-LBTC Liquid assets |
| The registry | Liquid Asset Registry (exact name) | Blockstream Asset Registry · bare "registry" | |
| Generic assets | Liquid assets (lowercase a) | Liquid Assets · tokens · coins | |
| Sell-side vocabulary | digital assets | used naturally alongside Bitcoin and Liquid | |
| AMP + "tokens" | Issued Assets · security tokens · stablecoins | AMP tokens | |
| Category word | digital assets, or the specific asset type | crypto | banned in AMP content |
| Chain scope | Bitcoin and Liquid, named | cross-chain | |
| Grade claims | enterprise · purpose-built · the named capability | institutional-grade | |
| Tokens and coins | specific types (security tokens, stablecoins) or "Liquid assets" | bare "tokens" · "coins" | |
| The old name | AMP | Liquid Securities | retired predecessor name (May 2019) |
| AMP assets | "a special class of Liquid assets that enable auditing and transfer restrictions" | the approved definition | |
| GAID | GAID, bare | expanding it in copy | the legacy "Green Account ID" expansion survives only in API docs |
| Issuer vs investor | issuers define investor categories (whitelisting) | dividends in the issuer's currency | |
| Receiving account | Managed Assets Account, a Blockstream app account type | naming the account "Blockstream Green" | required to receive AMP assets |
Voice & tone
How the copy sounds, and where the register switches.
Write between dev and enterprise: API-literate but institutional; pair technical precision with compliance-aware business framing.
Adopt the fintech-vendor-to-bank tone: formal, precise, quantified; no humor, no first person; the voice is "Blockstream," no bylines.
Quantify every claim: "2-minute settlement vs T+1," never "faster"; never explain custodians or settlement basics.
Name the workflow, not the feature: "Automate transfer restrictions on issued securities" beats "programmable compliance."
Keep sentences 16-22 words: 1-2 sentence paragraphs on landing pages; allow more depth in whitepapers.
Headings Title Case (H1s, section/feature/benefit); subheads and body stay sentence case.
One job per landing element: the H1 positions, it never lists features or pain points.
Never SaaS filler: "scales with you," "seamless integration," "you can trust"; engineering reviews every technical claim.
Positioning
What to lead with, what to always pair, what never to claim.
These points are an amalgamation of what has been learned so far, from product docs, launches, and reviewer feedback. They are not definitive or authoritative positioning from anyone. Product marketing still needs to clearly define positioning for this product, which will happen in a follow-up.
Lead with the workflow AMP enables: issuing and managing security tokens, stablecoins, and Issued Assets on Liquid via API.
Frame AMP as production infrastructure: bridges traditional asset management to Bitcoin-secured rails, live on Liquid mainnet.
Never describe AMP without Liquid: every explanation ties assets to Liquid, which inherits Bitcoin's security.
Always include transfer controls: transfer restrictions and issuer tracking are the enterprise hook, never omit them.
Frame restrictions as issuer power, not compliance hype: whitelisting, transfer rules, and vesting are controls the issuer wields.
Split the suite: Blockstream Enterprise handles custody and treasury; AMP handles asset issuance and management.
Keep Liquid the engine, not the headline: frame it as plumbing like SWIFT or DTCC, always through what it enables for the buyer.
Layer the page security, compliance, operations, proof, CTA; never pitch issuance before the security and compliance foundation.
Key messages: asset issuance on Liquid; API-first; transfer controls; Bitcoin-secured; production-ready (mainnet, not testnet).
Claims
What a page or post may cite. Confirm, correct, or kill each row; an unconfirmed claim does not ship.
| Claim | As of | Status |
|---|---|---|
| Live on Liquid mainnet, production infrastructure | current docs | approved |
| Mifiel: 25,000+ promissory notes, $1B+ issued | undated | confirm or kill |
| BMN issuance via Bitfinex Securities | undated | confirm or kill |
| El Salvador $1B bond, Bermuda pilot, STOKR, Komainu | undated | confirm or kill |
Open questions
Unresolved tensions for review. Don't resolve these in copy; flag them.
- Acronym expansion unsettled: Products/amp.md expands AMP as "Asset Management Platform"; brand docs never expand it; no brand-site source is authoritative.
- Rename open: "Blockstream Asset Manager" is a live naming-workstream entry (Brady's one-pager); no doc records whether AMP, the expansion, or the new name is canonical.
- AMP2 staleness: Products/amp.md documents AMP2 (Rust cosigner, HSM, LWK) as current; brand-docs products-amp.md covers only the legacy AMP model.
- No AMP block in boilerplates.md; approved boilerplate is extracted from descriptor lines, not an approved block.
- Copywriter terminology.md has no AMP naming row; the caps, no-article, and "AMP tokens" ban live only in products-amp.md and products-overview.md.
- Products/amp.md says "Blockstream Green" and "Managed Assets Account in Blockstream Green," conflicting with the retired-terms rule favoring "the Blockstream app."
- "Liquid Securities" recorded as retired only in Products/amp.md; the Retired Names table in products-overview.md omits it.
Notepad
Scribble anything: loose thoughts, questions, things that don't fit a pin or a highlight. Saves automatically with the review feedback.