Google is bringing AMP to email


There'll be magazine and web articles that have been optimized for AMP, as well as AMP-exclusive stories that show you a whole new side of the WIRED universe-and they'll all be perfectly crafted for your phone. Web pages that normally take tens of seconds can load in under a second, and take less data to transmit - a big consideration for people on less than generous mobile data plans.

Google is also testing a new feature called AMP Stories on Google Search app.

The Gmail version of AMP Stories is now unavailable for testing, as Google's limiting all access to developers who apply on behalf of their company and have a legal contact who can sign a non-disclosure agreement. This format also attracts young generation through this story format as Google has adopted this style from Snapchat and everyone knows that Snapchat has mostly young users under its umbrella. "It swings the doors open to create visually interesting stories", Rudy Galfi, Google's product manager for AMP, told Techcrunch.

According to Google, starting today, users can see AMP stories on Google Search. Stories display in a carousel that can be tapped to immediately display the next item.

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AMP, short for Accelerated Mobile Page, loads content extremely fast. The feature was first introduced by Snapchat, later copied by Instagram and the Facebook added it to both WhatsApp and Messenger. The aim is modernize email, allowing for the creation of messages with interactive, dynamic content. As part of the AMP Project, the AMP story format is free and open for anyone to use. AMP stories are more like web pages now. This AMP Project allows publishers and content creators to come up with a format focused on mobile.

The developer preview for AMP stories is available now - watch the tutorial to find out how to create them.

The downside is, there's no ad support yet for the new format, which could hamper early adoption rates among publishers. Publishers can pick from a library of "flexible" layouts and add interaction mechanisms such as buttons and other UI components. These are essentially news-related visual experiences meant to be displayed in the Google search results.