Latest updates and features to Google’s AMP project

Announcements from AMP Conf 2018 will have a positive impact on retailers and the web at large

The Google AMP project has made huge strides in creating a user-first and performance-first mobile landscape. At the second annual AMP Conference in Amsterdam, Google unveiled new features that further enhance a user’s experience. From AMP for email to more immersive story formats, Accelerated Mobile Pages continue to evolve and prove that usability and performance go hand-in-hand.  And this steady progress — creating new and better features — demonstrates the staying power of the open-source project.

The WompMobile team joined hundreds of developers and business representatives in Amsterdam to learn about the latest developments to AMP. Here are some key takeaways about the current and upcoming possibilities the technology provides.

Web Packaging Standard

“You don’t like URLs? Neither do we,” is what Malte Ubl, tech lead for the AMP Project, Tweeted back in January. This is a common complaint but a solution is on the way. The Web Packaging Standard, which will serve original domain URLs from the AMP cache directly in search results was unpacked at AMP Conf.

Slated to be complete by the second half of 2018, the Web Packaging Standard will maintain user privacy, preserve pre-loading and also serve a website’s original domain — eliminating the need for the “amp.” prefix. Previously, Google’s caching system served every AMP page from a URL instead of the creator’s URL, harming brand recognition and obscuring ownership. Web Packaging — not to be confused with webpack — bundles the assets for a site, which allows them to be certified, served from the same domain and SSL certificate — even if they originate from different servers. Security and speed remain intact, while identity is preserved.

The advent of Web Packaging demonstrates the continued optimization of the open-source project.

AMP for Email

AMP for Email is a great innovation for online retailers. With AMP for email, customers will be able to place orders, fill out surveys, makes changes to orders, re-order favorite products, save new products to their wish list and much more, all without leaving their email client.

Previously, retailers relied on a two-step conversion process when connecting with users via email: First, convincing users to engage with buttons, links and embedded content and, secondly, getting them to engage with their website. Now, e-commerce conversions and sales can happen within the email client in one, single step. AMP for the win.


AMP for email will serve both AMP’s JavaScript-like functionality and traditional HTML for email clients without AMP capabilities. By default, all email clients block JavaScript. AMP for email enables Gmail users to submit and fetch data from a website without leaving their inbox. For example, you could browse pins within a Pinterest email and save favorites right there without navigating to the Pinterest website. AMP for email is totally open source, which suggests other email clients will soon support the feature.

Engaging Content with AMP Stories

Another key announcement was AMP stories, which create tappable, full screen, immersive content that loads instantly. The feature builds on the possibilities of AMP by enabling visual and user-first experiences.  We’re talking about rich visuals with native video, animation with tappable interactions and builds on AMP’s growing component library. It’s perfect for publishers, and also provides retailers with a powerful way to use visual storytelling to connect with customers.

AMP stories works on mobile and desktop, and across any platform. Full-screen experiences are an inviting way to tell a story, show off new products or share a campaign. AMP stories aren’t confined to a single site or platform. In fact, they are built on top of AMP components and support features like analytics to track engagement, and all the rich functionality that AMP enables.