AMP support in Gmail. What are the gains?

AMP support in Gmail

Google has now announced that it is bringing in its Accelerated Mobile Pages (AMP) technology to Gmail. This is most likely to take the user experience to the next level for all those email touch points an e-commerce user would have. And so it does! It’s Google after all!


Google introduced AMP in 2015 to make web pages specifically for Mobile devices to load faster. It was a competitor for Facebook's Instant Articles, which let news stories load faster within Facebook. The open source project turned out to an instant hit with mobile site loading in less than 2 seconds.

Today we have more than 1.5 Billion-amp pages on the internet. More than hundred of analytics, ad tech, and CMS companies support the AMP feature with them. This means no matter what your CMS platform is WordPress, Drupal, Magento, Joomla you can always enable AMP feature for your site.


AMP offered SEO benefits by listing the AMP pages in Google’s carousels. The faster loading time also paves way for longer sessions on the page and reduced bounce rates all resulting in improved Search rankings. This was another reason for companies opting AMP quickly. As they say, no matter how good the content is, the customers can’t read it if they don’t see it.


With the integration of this shiny technology with Email, Email marketing strategies are expected to go for a spin. People now can do more on email and do it faster. From responding RSVP to invites, filling out web forms, browse content etc. making emails more engaging and actionable.

In specific to e-commerce industry, the new AMP for Gmail solution will practically make it possible to take simple actions like accessing product catalogs, add products to the cart and possible checking out directly within the layout of the email – without the need to click a link or visit another website.

"This new spec will be a powerful way for developers to create more engaging, interactive and actionable email experiences," says Aakash Sahney, Gmail product manager. “With AMP for Email, it’s easy for information in email messages to be dynamic, up-to-date and actionable,” he adds.


Google is already working with Pinterest and to pilot their new system and build their specific use cases.

We need to wait and see if Google will also extend its PWA features alongside with the availability of AMP. Such a combo will result in the user clicking on a fast loading email to land in a PWA site that will enrich the user with a native mobile app kind of experience.

Google's AMP use case has multiple implications for e-commerce systems and we at Commerce Bees have already built a complete working product with Google AMP pages. Our amp services offer to enable AMP feature for the entire site or specific pages of your site.

Author Commercebees Team