Google brings AMP to Gmail-you can even browse within your email

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Prior to that in 2016, the company rolled out their "AMP" (Accelerated Mobile Page) technology, an "open standard" that webmasters could take advantage of to make their pages load more quickly and efficiently for mobile users.

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

Some or many people only see their Gmail account as an avenue to send and receive emails. AMP Stories are meant to be "bite-sized", visually engaging content constructed primarily of interactive photos and text. In simple terms, Gmail users will be able to achieve more without leaving the email once developers tap into "AMP for Email".

Google said it eventually plans to bring "AMP stories to more products across Google, and expand the ways they appear in Google Search".

Like AMP pages, AMP Stories will not be easy as you will have to build Stores from scratch to keep it interesting. It'll look a lot like Snapchat Discover and Instagram Stories, and looks like Google got a lot of their ideas from the two platforms. If you're a publisher and want to add the format, follow this link.

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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 now.

Are you excited for the launch of Stories within Google Search?

Other launch partners for AMP stories include the Washington Post, Conde Nast, Vox Media, and Meredith. That reach gives Google an advantage over other email programs as it rolls out new features. However, when users scroll down, they should be able to find the new "Visual Stories" section, as pointed out by 9To5Google.

Today AMP stories are available for everyone to try on their websites. Skeptics, though, point to the technology as yet another example of Google trying to control the internet, not least because the algorithms apparently favor sites which present AMP versions of their pages and reward them for their cooperation with higher placement in search results. Also, per Google documentation, our AMP pages rel=canonical to our non-AMP pages.

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