You will soon be able to browse websites within your Gmail

AMP for Email

Google has rolled out "AMP Stories" for content publishers, which allows them to use images, videos, graphics and text to throw up vertical, swipeable search results on mobile. The AMP tech is traditionally used for fast-loading mobile pages; the Gmail integration is its first broader use case. Google is also bringing the format to Gmail to help make email messages more interactive.

Google has announced Gmail AMP pages, which could allow for more interactive features inside the email app, website itself. Available for testing by developers who sign up for the Gmail Developer Preview, the spec is set to be supported for regular Gmail users later this year, Gmail product manager Aakash Sahney said today on Google's G Suite Blog.

While AMP isn't everyone's cup of tea, with Google acting as the intermediary in between publishers and end users, the speed at which content is delivered can't be argued. Google says that AMP typically loads from Google Search in less than one second.

With its incipient ad blocker and a new email format, Google is closing one marketing door and opening another. Google said it plans to expand the format over time, surfacing AMP Stories in more of its products.

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

The feature has been developed in consultation and collaboration with these top content publishers.

The internet giant unveiled the Gmail developer preview of AMP for email, a web-like experience created to make emails more engaging and interactive. Google envisions the feature to be beneficial to users because developers can embed widgets in emails that are constantly up-to-date and include actionable functions that work without leaving your inbox. For example, if you book a holiday in the coming future, you could be sent a booking confirmation email that automatically updates travel and accommodation information.

AMP is an open specification, so it's available for other email clients to use, as well. According to Google, companies now testing AMP for Email include Booking.com, Doodle, and Pinterest. When Google enabled 'search' within Gmail, it was the biggest hint that it wanted a break away from the past.

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