Stories are now part of Google Search because you can't escape them

A new Google AMP update could transform our search results

The firm hasn't stated whether people can opt out, but it should become clear once Gmail gets support for AMP later this year.

AMP, short for Accelerated Mobile Page, loads content extremely fast.

Our debut AMP stories include an essential guide to Marvel's Black Panther, a tongue-in-cheek examination of Instagram's most absurd beauty trends, and an absorbing explainer on Silicon Valley's favorite gossip app.

AMP stories behave this way because they are HTML web pages built on the technical infrastructure of AMP. Moreover, AMP Stories doesn't support advertisements at the moment, something which shouldn't be too hard for Google to figure out before the public launch. Unlike Facebook's content publishing platform or Apple News, AMP is an open source project that can be used by publishers on any site.

AMP Stories is still in a developer preview and can take months to flood your search results. Other email clients may adopt AMP for Email as well.

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As of today, the new AMP story format is "free and open for anyone to use", Galfi wrote. You can browse, interact with content, do RSVP, fill out forms, and much more-all without leaving your Gmail.

Google has made AMP for email specifications available to developers, who can now signup for preview access through Google. Because these AMP stories live separate from regular posts, Google will likely give publishers another means of pinging it when new stories go live.

According to The Verge, developers will be able to make emails 'more interactive and engaging through the AMP for Email feature. No one cares. No one is being inconvenienced by this aspect of email (inbox overload is a different problem), and no one will gain anything by changing it. The truth of the matter is, email can be more interactive-it should offer you an avenue to do just more than sending and receiving mails.

Google has revealed that companies like Pinterest,, and Doodle are now working with it to develop new experiences for consumers using AMP for Email. "Images, videos and graphics help publishers to get their readers' attention as quickly as possible and keep them engaged through immersive and easily consumable visual information".

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