Google Announces 4 Exciting New AMP Features for Retail

The second annual AMP (Accelerated Mobile Pages) Conference in Amsterdam wrapped a couple weeks ago, and the Mobify team was amongst the global roster of technology and business professionals there to hear about the latest developments in Google’s powerful new tool for the mobile web. Google is investing heavily into the capabilities of their mobile-first web coding standard, and it was hard for us not to be entranced by the aesthetic and functionality of the interactive, app-like experiences that AMP now facilitates for mobile browsing.

1. AMP for Email

The most exciting announcement at the conference was that AMP is now coming to email. This means that marketers no longer need to send links in emails and hope for that small percentage of click-throughs. With AMP, retailers can deliver more actionable email campaigns and use a variety of AMP components to power things like surveys, live content updates, and subscription management – all within the email client. With AMP embedded into Gmail, businesses can expect quicker feedback loops and higher rates of conversion that will provide a much-needed boost to the mobile marketing space.

2. AMP Stories

AMP Stories is another new feature that presents some exciting use cases for retail. The visual-storytelling format will allow retailers to create interactive, full-screen content that completely immerses the shopper in the brand experience. AMP Stories are part of the open web so they can scale up to desktop as well.

3. Custom JavaScript Support

It was also announced that AMP will now support custom JavaScript (JS); it will be limited to a constrained programming environment but is a step towards allowing developers to build more dynamic and interactive web pages while keeping with AMP’s user experience invariants of instant-loading and no-page-jumping.

4. Consistent URLs

Google responded to criticisms over the last year about how AMP pages needed a different set of URLs. That was not working for many big brands who didn’t like to have their company URLs altered in any way. At the conference, it was announced that AMP pages are now masked behind original URLs to keep consistency across branded pages so that the customer journey remains cohesive throughout.

What’s Next for AMP?

It’s no secret that AMP has been divisive within the programming and development community. Advocates of privacy and openness say that AMP is not in line with the principles of the open web and gives Google far too much control over the language we use to build the internet. Its supporters say that what’s good for the user is good for the web and that they welcome a solution to the slow load speeds and clunky JavaScript that was literally breaking the experience of the web on mobile.

What will emerge will surely be something in the middle of the Open Web and the AMP Web, but there is little doubt that AMP will become an indispensable part of the marketing mix.

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