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AMP to Gmail & AMP Stories: Google’s New Formats Announced

Kicking off the second AMP Conf in Europe, Amsterdam, Google has announced a new visually-focused format for Accelerated Mobile Pages (AMP) framework, called “AMP Stories.”

Telling Visual Stories

AMP Stories, is free and open for anyone to use are hosted on publisher’s site are intended to be bite-sized visually engaging content constructed primarily of interactive photos and text that can be easily shared or linked.

“AMP stories is all about encouraging new forms of expression and storytelling, so we expect most publishers to not be already publishing this kind of content out on the web currently. AMP stories is meant to facilitate this and make it easier,” said Google. “AMP Story content should be fulfilling and standalone.”

“The collective desire was that this format offer new, creative and visually rich ways of storytelling specifically designed for mobile,” Google stated. While it also provided some examples of AMP stories embedded below:

AMP Stories Format

Empowering Commerce

Google is committed to provide e-commerce websites with new features now providing them, datepicker and payment methods to make AMP sites even more useful.

To get started with datepicker, make sure to enable Dev Channel and run the following command in the devtools console: AMP.toggleExperiment(‘amp-date-picker’

Google AMP Datapicer beta

Also, Google makes it bit-more simple styling AMP pages with “npm package” that replaces “!important” styles (which are disallowed in AMP) with equivalent rules that validate.

AMP Ecosystem

The growth of AMP is anormous, Google notes, that today, “over 31 million domains have created more than 5 billion AMP pages across publishing, ecommerce and travel.” As a result, a strong support across platform and services such as Baidu, Sogou, VK (Russia), 360 Search and Twitter link out to AMP pages.

And now together with XWP and Automattic, Google has released version 0.7 of the WordPress AMP plugin to better support an all-AMP experience in WordPress. You can get the plugin over at GitHub.

New Surfaces for AMP

Google also adding AMP support to the most popular and widely used communication channel email with “AMP for Email” that will offer dynamic, up-to-date and actionable AMP components in the messages across all platforms.

Starting on this, Google announced the Gmail Developer Preview of “AMP for Email,” enabling users to quickly take actions, like submit “an RSVP to an event, schedule an appointment, or fill out a questionnaire right from the email message.”

This screenshot shows AMP for Email in Pinterest:

AMP for Email Showing Pinterest

AMP for Email spec will provide developers new ways to create more engaging, interactive, and actionable email experiences.

Though, the spec is available today, however, Gmail is planned start supporting AMP for Email later this year. Meanwhile, companies like Pinterest, Booking.com and Doodle have already built new experiences using AMP for Email.

To get access to developer preview of AMP for email in Gmail, you can sign up on this site.

AMP for Email specification is available today, HERE.

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