Google brings AMP to Gmail; announces Snapchat-style AMP Stories in search


Once you're in an AMP Story, the process of navigating around is identical to the process for Instagram Stories and Snapchat Discovery.

However, the integration of AMP content inside email may lead to a rise in phishing attacks.

Google has introduced a new AMP story format to take AMP to a new level. "Our team can easily create handsome, media-rich stories that our users can now access quickly across the web", said Doug Parker, Vice President of Digital Design at Meredith.

Google has also included a bunch of customisable templates and layouts to create AMP stories easily.

Google envisioned AMP as a platform to make mobile pages load faster, and was mainly an effort to make publishers deliver their content effectively.

What are your thoughts on Google's AMP stories?

Google said it developed AMP Stories in collaboration with the publishers.

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For now, if you want to try an AMP story, head here and search for one by the launch partners.

Created to make visual storytelling easier on mobile devices, AMP stories provides publishers with templates that can be adapted according to brand and style needs, Galfi added.

What will this mean for Gmail users?

According to the post, Pinterest,, and Doodle are already working with AMP for Email. Until the time the ads are added, publishers will have to be content with experimenting with this new format without the addition of traditional monetization.

Indeed, the first thing publishers will likely notice, though, is that there's no tooling yet for building AMP stories.

The Google AMP Stories are based on the AMP Project that we talked about at the beginning of this article. I personally enjoy watching them from time to time, but Google's going to need to walk a fine line with their promotion to ensure that they're visible without overtaking regular search results.

These will appear in Google search when you look for publishers that support it; these include CNN, Conde Nast, Mic, Vox Media and Mashable. The new "Stories" would be comprised of a series of slides including text, photos, and video.