This is a play on words of "Stories" and "AMP", which for those unfamiliar is Google's Accelerated Mobile Pages, which instantly loads compatible websites on mobile devices.
The technology would let publishers create visual-oriented media content that could be loaded as several swipeable slides. A Google spokesman informed The Wall Street Journal, "Ever since the beginning of AMP we've constantly collaborated with publishers, and are working on many new features".
One thing to note is that Google is not trying to blatantly copy Snapchat here.
Google is still making discussions with media partners about a Stamp which includes CNN, Vox Media, Time Inc., the Washington Post, and Mic.
Google's project, dubbed "Stamp", is in the early stages of testing with publishers and tech companies, including Google, Snapchat's owner Snap and Facebook, in a race to develop publishing tools for media companies in areas such as news, entertainment, sports and other content. The stories could also be surfaced on publishers' own sites, a model that is different from Snapchat.
Snap shares fell sharply after the reports emerged. Google is excepting to gain huge revenue on the release of this feature. Unlike Facebook's Instagram where it is easy for users to discover content, advertisers think that finding content on Snapchat is a little more complicated, which in turn makes advertising more complex. The instant photo and video sharing feature was lauded by many, and soon others started copying it. Snap is competing with Facebook (FB), Alphabet's (GOOGL) Google, Twitter (TWTR), and Verizon's (VZ) AOL and Yahoo for the attention of advertisers. The increased competition has made some investors question its ability to continue to grow.