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

Snapchat-style messages are a hit, and Google is copying it with AMP Stories that will appear in search results.

  • Published: February 13, 2018 8:50 PM IST
Google AMP Stories feat

Google is bringing its Accelerated Mobile Pages (AMP) feature to email with the developer preview for Gmail. Google is calling the new feature as AMP for Email, and it will allow developers to make emails as simple as AMP for web pages.

Google envisioned AMP as a platform to make mobile pages load faster, and was mainly an effort to make publishers deliver their content effectively. Google says AMP for web pages is one of the best ways to build rich web pages, and says it is now time to expand it to more places starting with email.

Google says the new spec being announced as part of developer preview will act as a powerful interface for developers to create more ‘engaging, interactive, and actionable’ email experiences. The feature will also allow developers to add widgets within email that are constantly updated and will be beneficial to users since they allow for natural interaction. In simple terms, Gmail users will be able to achieve more without leaving the email once developers tap into ‘AMP for Email’.

With AMP for Email, Google says users will be able to quickly take actions like submit an RSVP to an event or schedule an appointment or fill out a questionnaire right from the email message. It says companies like Pinterest, Booking.com and Doodle are developing new experiences for consumers using AMP for Email and their work will soon start appearing on inbox of users.

“Many people rely on email for information about flights, events, news, purchases and beyond—more than 270 billion emails are sent each day! AMP for Email will also make it possible for information to easily kept up-to-date, so emails never get stale and the content is accurate when a user looks at it,” Aakash Sahney, Product Manager, Gmail wrote in a blog post.

Google plans to include AMP support in Gmail later this year, and developers can get preview to AMP for Email by signing up through Google right away. Google is also testing an “AMP Stories” similar to Snapchat’s ephemeral stories that will appear in Google Search.

The basics of AMP Stories is very similar to one made mainstream by Snapchat and Instagram Stories. With AMP Stories, Google wants to change the way you consume search results on its platform.

Starting today, Google plans to begin testing a Stories format that will appear in search results when you look for a particular thing. The Stories will come from publishers like CNN, Conde Nast, Hearst, Mashable, Meredith, Mic, Vox Media, and The Washington Post, and will include a slideshow of top-ten list or moving images. Basically, Google is redefining the story-telling platform for a lot of publishers for whom the search result serves as a gateway to the readers.

  • Published Date: February 13, 2018 8:50 PM IST