Adding AMP capabilities to Gmail will help developers "create more engaging, interactive, and actionable email experiences", Aakash Sahney, product manager at Gmail, wrote in a blog post.
This marks a new initiative from Google to make the web more appealing to mobile users. Through AMP Stories, publishers will let you tap through quick bits from their news stories in a carousel of slideshow content.
AMP stories are built on the technical infrastructure of AMP to provide a fast experience on the mobile web. AMP for Gmail is available for developers today and will be rolled out to Gmail later this year.
Indeed, the first thing publishers will likely notice, though, is that there's no tooling yet for building AMP stories.
Some big names in publishing were involved in the development, including Vox Media, Condé Nast, Meredith Corporation, and CNN.
However, the integration of AMP content inside email may lead to a rise in phishing attacks. "Our team can easily create lovely, media-rich stories that our users can now access quickly across the web". Most importantly, GoogleAMP Stories are meant to be engaging and fast, sparing the reader from lags and loading circles.
If you think there were not enough manifestations of Snapchat's Stories format, I have some news for you. Unlike Facebook's content publishing platform or Apple News, AMP is an open source project that can be used by publishers on any site. Just like any web page, a publisher hosts an AMP story HTML page on their site and can link to it from any other part of their site to drive discovery.
Ads are not yet available on the new format, but plans for them are in the works, says a spokesperson for Google, adding that additional details regarding advertising in AMP Stories should arrive in the coming weeks.
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