Unveiling the 5Cs of Agentic Commerce, the new framework for the era of ACO

The New Standard For Agentic Commerce

Agentic Merchant Protocol

Agentic Merchant Protocol (AMP) gives enterprise brands a single system to define, distribute, and govern how their product catalogues are understood by AI agents across the entire commerce ecosystem.

Why Agentic Merchant Protocol

In the era of agentic commerce brand representation cannot be left to chance

Control how AI represents your products

Define the canonical product intelligence that AI agents use when recommending and comparing products.

Distribute product intelligence everywhere

Publish once and ensure accurate product information surfaces wherever AI agents reason and decide.

Stay independent from AI platforms

Avoid lock-in with an agent-agnostic protocol that works across OpenAI, Google, and emerging agent ecosystems.

Agentic Commerce Infrastructure

Infrastructure for AI product visibility

Define, structure, and distribute your product intelligence so AI agents discover accurate information, interpret it correctly, and represent your brand as intended.

Canonical product intelligence

Create a machine-native source of truth for your catalogue, enriched with brand guidelines, compliance rules, and competitive context.

Open web distribution

Programmatically distribute product intelligence across the web and agent ecosystems so AI agents discover accurate information where they reason and decide.

Agent-agnostic integration

Work seamlessly across AI agents and commerce platforms without dependence on any single ecosystem.

Enterprise brand governance

Maintain control over brand messaging, compliance, and product representation across all AI-driven commerce surfaces.

Apply To Adopt The Agentic Merchant Protocol

Join leading global brands like Mars, L’Oréal, Unilever, Beiersdorf, and Reckitt and apply to become an early adopter of the Agentic Merchant Protocol.

Take control of the AI Conversation

Gain visibility, generate content to influence AI Engines and ensure you are being represented accurately with Azoma.

FAQs

What is Agentic Merchant Protocol (AMP)?

AMP is Azoma’s platform for structuring and distributing product intelligence so AI agents represent brands accurately when recommending products to consumers.

Why is AMP needed?

Consumers are increasingly discovering and choosing products through AI assistants rather than browsing websites. AMP ensures those agents use accurate, brand-approved information.

How is AMP different from ACP or UCP?

ACP and UCP connect product data to specific AI platforms. AMP sits above them, giving brands a single system to define and distribute product intelligence across all agent ecosystems.

Who is AMP for?

AMP is designed for enterprise brands, retailers, and manufacturers that want control over how their products are represented in AI-driven commerce.

Does AMP replace existing ecommerce systems?

No. AMP works alongside existing systems such as PIMs, e-commerce platforms, and marketplaces, acting as a coordination layer for product intelligence.

Which companies are using AMP?

Early adopters include global consumer brands such as L’Oréal, Unilever, Mars, Beiersdorf, and Reckitt.

Future-proof your brand for Agentic Commerce

Ensure you are seen above your competitors in agent-powered shopping, across ChatGPT, Amazon RUFUS, Perplexity, Google AI Overviews, with our end-to-end solution. Be first to market to capture demand from billions of high-intent queries.