How to find and use Google's new AMP Stories on Android

Jo Lloyd
February 14, 2018

Publishers that have been working with Google on developing AMP Stories for the web include Time Warner's CNN, Condé Nast, Hearst, Mashable, Meredith, Mic, Vox Media, and the Washington Post.

AMP stands for Accelerated Mobile Pages and it's been around for a while, allowing sites to load faster on phones.

For now, Google is testing AMP-powered Stories and will roll them out more significantly over time.

AMP for Email is a web-like experience created to make emails more engaging and interactive.

To that end, Google is launching a Gmail developer preview of AMP for Email, in order to make emails more interactive and engaging. With the launch of AMP Stories today, other publications can start integrating AMP Stories into their websites, too.

Google's hope is that other email clients will also adopt the standard.

As of today, the new AMP story format is "free and open for anyone to use", Galfi wrote.

But the real hope is that the new format will drive additional traffic to publisher sites. Because these AMP stories live separate from regular posts, Google will likely give publishers another means of pinging it when new stories go live.

Using AMP for Email, for example, could bring a full website - complete with the latest information - into your inbox.

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.

Eventually, AMP for Email could allow content creators to continue updating information in previously sent emails for messages that "never get stale and the content is accurate when [ever] a user looks at it", Sahney added. According to Google, you can RSVP to events, browse content, and fill out forms without leaving your email. When Google enabled 'search' within Gmail, it was the biggest hint that it wanted a break away from the past.

AMP for Email has only just been released, but Google said companies such as Booking.com and Pinterest are already building new experiences using the framework that should be made available to users soon.

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