If you think there were not enough manifestations of Snapchat's Stories format, I have some news for you.
"Today, we're announcing AMP for Email so that emails can be formatted and sent as AMP documents". As part of the AMP Project, the AMP stories format is free and open for anyone to use. "Our team can easily create handsome, media-rich stories that our users can now access quickly across the web". In case you're interested for a preview, you can get developer preview access to AMP for Email in Gmail by signing up through Google.
The idea here is to start surfacing AMP stories in Google's search results over time. The open source AMP framework, which is created to enable blazing-fast and efficient mobile web pages, is now used by 31 million domains.
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The AMP extension in question is simply called Stories. Newer, faster chips combined with larget screens allowed for content-rich web pages to be displayed on mobiles, but the internet speed wasn't up to the mark. To try it out, search for one of the participating publishers (e.g., CNN or Washington Post) within g.co/ampstories using a mobile browser. However, the technology will make its way to Gmail soon, although Google has not released a roll-out date yet. The new feature is now being tested by Priceline, Pinterest and Doodle, according to the blog post. Publishers can pick from a library of "flexible" layouts and add interaction mechanisms such as buttons and other UI components. For interested publishers, you can check out how to develop AMP Stories here. "Getting these key details right often poses prohibitively high startup costs, particularly for small publishers".
With AMP stories being hosted on a publisher's website it also means they can last forever on the web, if desired.
"AMP Stories have extraordinary potential to enhance how we create mobile content", said Doug Parker, VP of digital design at Meredith. In the demo links, Google wants us to search for brands and it shows visual stories at the top before search results.