Google brings AMP pages to Gmail: Here's how it will work

Google brings AMP pages to Gmail: Here's how it will work

The format is based on Google's Accelerated Mobile Pages framework for loading web pages on mobile devices more quickly. Though the AMP Story documentation and tutorial are straightforward (and note, still experimental), given the low AMP adoption to date, it's unclear whether this new format alone, with its additional resources requirements, will create new converts anytime soon.

Google's AMP for Email will make the content in emails more up-to-date and actionable, improving productivity in the process.

The solution is created to bring stories to life in a visual way to help publishers get their readers' attention on mobile devices, where users typically browse lots of articles, but engage with few in-depth. And AMP Stories seems like yet another shot at it.

Google has rolled out "AMP Stories" for content publishers, which allows them to use images, videos, graphics and text to throw up vertical, swipeable search results on mobile.

The AMP for Email spec is available starting today, and Google is planning for support in Gmail later this year.

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To access AMP stories, visit on your smartphone. The feature is similar to Snapchat and Instagram's stories format. Google also wrote in blog post: "We look forward to seeing how other email clients will adopt it, too". Our stories will appear in a new "Visual Stories" carousel below the search bar.

The format comes with preset but flexible layout templates, standardised UI controls, and components for sharing and adding follow-on content. The format thus far has been met with mixed reviews, with some developers praising the increased traffic the faster web pages have brought with other webmasters claiming that the format isn't robust enough to allow the types of ads they'd like to include - decreasing revenue overall. Most importantly, Google AMP Stories are meant to be engaging and fast, sparing the reader from lags and loading circles.

Just type in one of those publications, and you will be shown a standard looking Google search results page. Google says that as AMP's capabilities have increased, it is now "one of the best ways to build rich webpages".

Today AMP stories are available for everyone to try on their websites.

Word of Google's AMP Stories project first leaked out last summer.

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