Once again, if there are no more shipping moments in the remaining episodes (very likely outcome), then Amour 'wins' by default because it's the closest to being canon. There were subtle hints from Ash's side during XY, and numerous staff members have said that the intention was to make Ash x Serena a pairing.
Now, after MPM Episode 2, it seems there's still room for people to headcanon other pairings, so if that bothers you, then you need to realize that a kids show about anthropomorphized monsters beating the crap out of each other is not a show for proper romance. Just because Amourshipping is not overtly confirmed from Ash's side doesn't mean it's any less valid/isn't in the lead. Of course, not having Ash and Serena actually talk to each other for longer than 30 seconds post-XY sucked, but if all you care about is that this pairing doesn't get replaced by another ship (viz. Pokeshipping), then you're good.