AMP story: The new Accelerated Mobile Pages (AMP) format

Marlene Weaver
February 14, 2018

The feature is in its preview phase so you may not find the visual results for everything that you search.

In addition to AMP Stories, Google announced it is bringing AMP technology to Gmail in an attempt to make emails more interactive and engaging.

However, Gmail AMP will mean more interactive experiences on the regular version of app, website. Now, Google too wants a slice of these mobile-friendly Stories.

Initially, Google will start indexing AMP stories in search results on a limited basis.

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 Gmail version of AMP Stories is now unavailable for testing, as Google's limiting all access to developers who apply on behalf of their company and have a legal contact who can sign a non-disclosure agreement.

Devin Coldewey of TechCrunch writes that "AMP for email is a bad idea", advising: "Not good, Google". Users must first go to g.co/ampstories using any mobile web browser and search for any of the publishers listed above. Doing so would present you with a "Visual Stories" section that will show all the AMP Stories from the said publisher in a card-based layout. "Our team can easily create handsome, media-rich stories that our users can now access quickly across the web". "It swings the doors open to create visually interesting stories", Rudy Galfi, Google's product manager for AMP, told Techcrunch.

Some AMP Stories will include sound.

Google's AMP stories have the ability to transform quick short mobile magazine format which would be very effective for publishers to work more creatively and to produce easy-to-read articles. Like any web page, publishers can host an AMP story HTML page on their site and link to it from any other part of the site to drive discovery.

"We are a community of individuals who have a significant interest in the development and health of the World Wide Web ("the Web"), and we are deeply concerned about Accelerated Mobile Pages", they said.

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