The AMP! Is basically a Founders Edition with an aftermarket cooler, I'm not sure why reference/FE cards are getting so much hate besides the dodgy pricing, but just so you know what you're getting. Both of the other cards you mentioned are fully custom.
It completely depends if you're willing to splash out the extra for extra overclocking potential, bearing in mind that I haven't heard of a GTX 1070 that hasn't boosted to 1800MHz+ or/and overclocked close to 2000MHz or beyond including the FE/reference cards.