AMP story: The new Accelerated Mobile Pages (AMP) format

AMP story: The new Accelerated Mobile Pages (AMP) format

AMP story: The new Accelerated Mobile Pages (AMP) format

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 Accelerated Mobile Pages Project (AMP) was launched in October 2015 to improve the performance of the mobile web.

"AMP stories aim to make the production of stories as easy as possible from a technical perspective", Google said.

To that end, Google is launching a Gmail developer preview of AMP for Email, in order to make emails more interactive and engaging. To give AMP Stories a try, head over to and search for a content provider from the above list to take a peek at what it will look like. So, you will soon start seeing AMP Stories on mobile search.

The company explained that other email platforms will be able to integrate the technology.

Malte Ubl, engineering lead at the Google AMP Project, said in a blog post that AMP Stories can be easily shared or linked because because they live on the web and are hosted on the publisher's site. There are no ads in AMP stories, which hints towards a distraction-free tool for Google users. "Getting these key details right often poses prohibitively high startup costs, particularly for small publishers". The "AMP for email" will is meant to "modernize" email, says the search giant. 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.

Aakash Sahney wrote further, "Many people rely on email for information about flights, events, news, purchases and beyond-more than 270 billion emails are sent each day!"

With AMP for Email, developers can embed constantly-updating widgets and include actionable functions in emails.

Interacting with email could be noticeably different within a few months. The truth of the matter is, email can be more interactive-it should offer you an avenue to do just more than sending and receiving mails.

Google announced that it's testing new features for its email service, Gmail.

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