Bringing the power of AMP to Gmail - The Keyword

AMP Gmail

The open source AMP framework, which is created to enable blazing-fast and efficient mobile web pages, is now used by 31 million domains. But there's a downside as well, that can't be ignored. AMP sites get prioritised in search results above their non-AMP counterparts.

Google's emphasis on fast-loading web content is nothing new.

Google claims the format, which it is opening up to software developers, gives "novel ways to tell immersive stories" without the "prohibitively high start-up costs, particularly for small publishers".

While these visual stories will show up on Google Search in the coming months, Google is readying the user base and equipping its developers with all the tools necessary to jump on the AMP stories' bandwagon.

AMP for Email will serve to make emails "more interactive and engaging" by allowing developers to create email content that is essentially evergreen - in other words, content that can dynamically change and stay up-to-date over time.

Google is advancing its Accelerated Mobile Pages to the next level with the release of an all new story format optimized to enable publishers to build and share content rich in visuals, video and animation.


"The mobile web is great for distributing and sharing content, but mastering performance can be tricky".

However, Gmail AMP will mean more interactive experiences on the regular version of app, website. (Note: Stories were not included in the search results on this reporter's device, but did work for others at Quartz.) Google worked with those publishers to develop the format.

Google said companies including Pinterest, Booking.com and Doodle are developing new experiences using AMP for email. With this came the opportunity to modernise one of the most popular places where people spend their time: "email". The process explains how to use audio and verifies that the story implements Google's best practices. User interaction will be conducted through taps, which would take you from one portion of the story to the next - much like how you flip through Instragram Stories and Facebook Moments.

It's more like "monetizing" your inbox for Google's own profit.

Interacting with email could be noticeably different within a few months.

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