AmourShipping (Japanese: サトセレ SatoSere) is the belief that Serena and Ash belong in a romantic relationship. The name is derived from the French word "amour", meaning "love". It was chosen as the name because the Kalos region is inspired by France (known for its romantic atmosphere) and Serena has a canonical crush on Ash.
This ship is one of the most popular in the anime, much like other ships involving Ash and one of his female friends, such as PokéShipping, AdvanceShipping, and PearlShipping. However, AmourShipping is unique compared to these and most other shippings because of the confirmation of Serena's crush on Ash, rather than fans presuming based on hints and inconclusive evidence. Its popularity began before the premiere of the XY series due to the revelation that Serena knew Ash in their childhood. Thus far, it has been a central detail in the beginning stages of Serena's character arc.