Several years ago, Google introduced Accelerated Mobile Pages (AMP) to the internet. The concept behind it is that when certain websites use AMP, it will load almost instantly on mobile devices, versus regular non-AMP websites that will still take a couple of seconds to load. This is similar to Facebook’s own Instant Articles feature.
Now it looks like Google has decided to roll out the feature to more of its services, namely Gmail. Google had been testing out AMP for Gmail for about a year now, but it looks like the company has decided that the feature is now ready for primetime so you can actually look forward to seeing the feature if you’re a Gmail user.
So with AMP now being on Gmail, what does this mean for the end-user? Basically users will be able to look forward to a more dynamic email experience. Users will also be able to expect their emails to be more robust and complex where they’ll be able to submit RSVPs to events, fill out forms, browse catalogues, respond to comments and more. It sounds like Google is trying to keep users on their platform for as long as possible.
The feature should be rolling out to users as we speak so do look forward to it in the near future. Note that AMP for Gmail will only be available on the desktop for now, but Google states that support for mobile will be coming soon.