Azoma In The Press

Agentic commerce optimization category leader Azoma, in partnership with the Digital Shelf Institute (DSI), today announces the launch of “The 5 C’s of Agentic Commerce” report.

Introduced in March by agentic commerce platform Azoma, AMP is an enterprise-focused merchant protocol that offers a centralized system that brands and retailers can use to easily establish how their product catalogues are understood and acted upon by AI agents.

“In two to three years, the purchase journey as fashion brands have understood it will largely no longer exist,” says Max Sinclair, CEO of Azoma AI, which helps brands with their AI search strategies. “The shopper will set an instruction, an agent will execute it on their behalf, and the brand will find out it was selected, only when the order lands.”

Amazon’s AI chat ads are generating strong engagement and valuable shopper intent data, but are not yet driving significant direct sales. For Azoma, this signals an opportunity to turn high-intent conversational data into measurable revenue by improving how AI-driven interactions translate into actual purchases.

‘Azoma’s Agentic Merchant Protocol is an independent, enterprise-first protocol that gives brands and retailers a single system to define how their product catalogues are understood, reasoned over, and acted upon by machines across every AI agent and the broader online sources that inform from. Azoma does not replace ACP or UCP. It sits above them.’

Azoma conducts AI visibility audits which track a brand’s ‘Share of Voice’ within LLMs, analysing how often a brand is mentioned or cited by platforms like ChatGPT, Perplexity, and Walmart Sparky compared to its competitors.

Opportunity enabling brands to distribute verified data. AMP framework ensures that their complex product intelligence is fully accessible and interpretable by LLMs. Move away from the most valuable asset being visual web design but its raw, machine-readable data.

The AMP will have data enriched specifically for AI reasoning (not just human reading). It will coordinate brand info across the web so AI finds the right facts. It will ensure that the most relevant product has exposure based on specific buyer personas.

Azoma focuses on making products ‘visible, recommended, and purchasable’ by AI shopping assistants and search engines like Amazon Rufus, Google Gemini, ChatGPT, and Perplexity. A new way to ‘distribute and orchestrate their brand intelligence across the entire agentic ecosystem’, distinct from competitors OpenAI and Google

L’Oréal’s adoption of Azoma’s Agentic Merchant Protocol (AMP)

Where Google and OpenAI can not guarantee how brands are represented, AMP provides a standardised ‘brand intelligence’ layer that ensures global giants like L’Oreal and Unilever maintain control over their product data when processed by AI shopping agents.

The report highlights that agentic commerce is shifting retail from keyword-based search to AI agents that autonomously research and compare purchases for their customers. To remain visible, the report urges retailers to adopt Generative Engine Optimization (GEO) to ensure their products are machine-readable for third-party agents like ChatGPT and Google Gemini.

In our live webinar at the end of January, tech editor Amy O’Brien and executive editor Hilary Milnes were joined by Vanessa Lyon, senior partner and managing director at Boston Consulting Group, Shermin Lakha, founder of Lvlup Legal, and Max Sinclair, CEO of Azoma, to discuss everything fashion brands and professionals should know about AI right now.

Azoma, a specialist in agentic commerce optimisation, has been awarded the judges’ vote for Best Startup at ShopTalk Luxe, which took place this week in Abu Dhabi.

Max Sinclair, who held several senior roles at Amazon before founding AI marketing platform Azoma, says the ecommerce industry has spent 10 years “optimising for super-incremental improvements” in search.

Max Sinclair, founder of AI marketing platform Azoma, described the launch of ChatGPT Health as a "watershed moment" and one that could "reshape both patient care and retail"

“You could argue this is the starting gun for truly agentic commerce,” says Max Sinclair, CEO of Azoma AI, who points to the trust ChatGPT could earn among consumers seeking answers about their most personal issues.

Azoma Customer Mars Wrigley report an 8% increase in AI Visibility across six brands worth tens of millions in incremental revenue

“Attribution has always been the biggest challenge in the industry, so this is definitely something that needed to happen,” says Max Sinclair, CEO of Azoma AI

AI search optimization company Azoma gets $4M funding boost from eBay Ventures and others, helping the company expand offerings enabling brands to make content more visible in AI overviews and chatbots like ChatGPT.

AI search visibility platform Azoma raised $4 million in a pre-Series A round with investment from Ignite Ventures, eBay Ventures, Twinpath, and MaRS IAF.

London-based Azoma, a startup specializing in what it calls Generative Engine Optimization (GEO), has secured US $4 million in pre-Series A funding

A startup that helps brands show up in AI search results and chatbot conversations has raised $4 million in funding. London-based Azoma aims to capitalize on the rise of generative engine optimization (GEO), a strategy to make content more visible in AI overviews and chatbots like ChatGPT.

Azoma, a London- and Toronto-based AI startup building technology for the AI-search era, has raised a $4 million pre-Series A round.

London-based Azoma aims to capitalize on the rise of generative engine optimization (GEO), a strategy to make content more visible in AI overviews and chatbots like ChatGPT.

“Traditional models of how consumers react with the web are going out the window,” Max Sinclair, Azoma CEO, said.

Max Sinclair discusses how Azoma clients HP & David Protein have been able to increase their share of mentions in Rufus using Azoma's technology.

Max Sinclair, CEO of Azoma, said: “OpenAI’s integration with Etsy, and soon Shopify, is only the start. This isn’t a closed system, and so we’ll see more partnerships quickly follow, expanding the pool of brands.

Max Sinclair, CEO of genAI platform Azoma, sees this as just the beginning: “OpenAI’s integration with Etsy, and soon Shopify, is only the start,” he said. “This isn’t a closed system, and so we’ll see more partnerships quickly follow, expanding the pool of brands.

Now GPT-5 is with us, search and discovery on the internet is radically transforming and, for the consumer, transforming for the better.

Max Sinclair, founder of Azoma, said his firm helps brands track and grow traffic from ChatGPT and Amazon’s Rufus. On average, his customers have seen a sevenfold increase in visits from ChatGPT, Sinclair said.

At Accelerate, Amazon’s annual conference for third-party sellers in Seattle, the e-commerce giant’s top brass pitched independent merchants on how artificial intelligence will transform selling on its marketplace.

The companies are working with Azoma across multiple brands and geographies to increase their share of voice in AI Answer Engines.

As search engines continue to evolve, maintaining AEO effectiveness requires proactive measures and strategic adaptations. This comprehensive guide presents X essential strategies, backed by insights from industry experts, to keep your content relevant and visible in the ever-changing digital landscape.

Online search has been governed by a small handful of search engines for over 20 years, and the practice of search engine optimisation (SEO) has been a core part of every brand’s e-commerce marketing strategy since. But what happens when the entire system is upended by AI?