Preview Instagram-like AMP Stories for Gmail, New Feature Launch Coming

Herbert Rhodes
February 14, 2018

AMP Stories, introduced by Google on Tuesday in a developer preview mode, demonstrates the need to bring a creative twist to search - specifically on mobile. In January, the tech giant tweaked their search algorithms to factor a page's speed in more heavily to its overall search ranking in Google.

"AMP stories are built on the technical infrastructure of AMP to provide a fast, attractive experience on the mobile web", said Rudy Galfi, product manager for AMP at Google, in a blog post.

He said the software will make Gmail more user friendly: "With AMP for Email, it's easy for information in email messages to be dynamic, up-to-date and actionable".

The Accelerated Mobile Pages Project (AMP) was launched in October 2015 to improve the performance of the mobile web. Google says an AMP typically loads from Google Search in less than one second. For example, it will allow users to quickly submit an RSVP to an event, schedule an appointment, or fill out a questionnaire right in the inbox, without having to visit another website. But Google naturally holds a lot of sway and said that it already has a handful of companies on board - in addition to Pinterest - including Doodle and

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. "It swings the doors open to create visually interesting stories", Rudy Galfi, Google's product manager for AMP, told Techcrunch. Google wants to change this and give developers the freedom to create AMP-based pages that can be easily acted upon from inside the email, for instance, actions based on flight details or browsing through Pinterest without opening a new page.

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AMP Stories builds on the existing AMP code.

Google is furiously optimizing its platforms for mobile, and with good reason, too.

However, unlike the implementations from Snapchat and Instagram, the Google AMP stories don't now allow advertising to be incorporated. Like all of AMP, this is an open-source project and publishers can extend it as needed.

Developers can request preview access to AMP for Email to get started.

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