Definition
An AMP carousel shows multiple images or cards that recipients can swipe through inside the email, adding interactivity that a static image cannot match.
It relies on AMP for Email, so it only renders in supporting clients; a static fallback must show the same content elsewhere.
Carousels suit product showcases and multi-step storytelling, letting recipients swipe through options inside the email. Each slide adds visual interest, but the trade-off is that only supporting clients show the interactive version. Keeping the fallback equivalent ensures no subscriber misses the content.
When a Carousel Helps
Carousels suit product showcases and multi-step storytelling.
Keep images optimised and add alt text for accessibility.
Best Practices
- Use the AMP carousel component with valid AMP for Email markup.
- Provide a static fallback for clients that do not render AMP.
- Keep images optimised and add alt text for accessibility.
- Use the AMP carousel component with valid markup.
- Provide a static fallback for non-AMP clients.
- Keep images optimised and add alt text.
- Limit slides to what adds value.
- Test swipe behaviour in a supporting inbox.
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Related Glossary Terms
Above the Fold in Email
Above the fold in email refers to the content visible to a recipient before they scroll, a critical area for first impressions and primary calls to action.
Accessible CTA (Email)
An accessible CTA is a button or link coded with sufficient colour contrast, visible focus states, descriptive screen-reader text, and a minimum touch target of 44×44 pixels.
Adaptive Design
Adaptive design in email uses predefined layouts that adjust to specific device or client widths, rather than fluidly resizing to every possible screen.
AI-Generated Content in Email
AI-generated content in email is copy, images, code or subject lines produced by artificial intelligence tools to speed up campaign production and testing.
Alt Text
Alt text is the written alternative to an image in an email, displayed when images are blocked, slow to load, or consumed by screen readers.
AMP for Email
AMP for Email is a technology that allows interactive, dynamic content to live inside an email message, enabling forms, carousels and live updates.
Frequently Asked Questions
Gmail and some others; most do not. Carousels suit product showcases and multi-step storytelling, letting recipients swipe through options inside the email.
No, non-AMP clients show the fallback HTML version. Each slide adds visual interest, but the trade-off is that only supporting clients show the interactive version.
Only when interactivity outweighs limited reach. Keeping the fallback equivalent ensures no subscriber misses the content.
Use the AMP carousel component with valid markup. Carousels suit product showcases and multi-step storytelling, letting recipients swipe through options inside the email.
The same images or content, statically presented. Each slide adds visual interest, but the trade-off is that only supporting clients show the interactive version.