Google is bringing AMP to Gmail to make emails extra interactive

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Content for its "AMP stories" initially comes from outlets like CNN, The Washington Post, Conde Nast, Wired and US People magazine, and is created to load much faster on mobile devices than conventional articles and videos.

The AMP Stories format is available for free, open to anyone to use.

With Gmail on AMP, developers can create newer, more interactive and actionable email experiences, says the company.

Conceptually, the AMP Stories format is similar to Snapchat's Stories, which it first introduced in 2013, which lets users stitch together photos, videos, and text into a clickable sequence of tiles. Unlike Facebook's content publishing platform or Apple News, AMP is an open source project that can be used by publishers on any site.

Google's Gmail team on Tuesday launched a Developer Preview of Accelerated Mobile Pages (AMP) for email to enable senders to better engage with their audience.

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While I'm not sure if publishers will fully embrace this format, I have to admit that the existing AMP stories I looked at made for a nice diversion. You'll see small horizontal lines or dots at the top indicating how many pages are in that story, and can tap on the left side of the screen to go back, or tap on the right side to go forward. From there, you can choose from one of the following publications now already working with Google on the project: CNN, Mic, SBNation, The Washington Post, Cosmopolitan, Wired, People, or Mashable. In March of a year ago, Google said there were more than 2 billion AMP pages on some 900,000 domains. That said, if you'd like to get an early look, you can sign up for developer preview access for your Gmail account on the company's website. Scroll down a bit, and you will find a new "Visual Stories" section.

Are you excited for the launch of Stories within Google Search? Also, per Google documentation, our AMP pages rel=canonical to our non-AMP pages.

The AMP Stories product, a visually driven format built on AMP HTML, will begin serving in Google search results today, linked to publishers such as People and CNN.

"AMP keeps users within Google's domain and diverts traffic away from other websites for the benefit of Google".