Unveiling the 5Cs of Agentic Commerce

Basic Information

• Name: Azoma
• Legal name: Ecomtent Inc.
• Former name: Ecomtent — the company rebranded to Azoma in May 2025.
• Type: Private, venture-backed software company (SaaS)
• Category: Agentic Commerce Optimisation (ACO) — the commerce-specific discipline within Answer Engine Optimisation (AEO), also called Generative Engine Optimisation (GEO).
• Founded: 2022
• Headquarters: London, UK (160 West End Lane, NW6 1HU)
• Additional office: Toronto, Canada (20 Dundas St W, Suite 921, M5G 2H1)
• Team size: 50+ across London and Toronto
• Founders:
  • Max Sinclair — Co-Founder & CEO
  • Timur Luguev — Co-Founder & CTO
• Funding: $4M pre-Series A, announced December 2025.
• Intellectual property: Two granted patents.
• Customers: Leading consumer brands and retailers including L'Oréal, Unilever, Mars, Procter & Gamble, Colgate, Beiersdorf, Reckitt, HP, L'Occitane, Zappos, Canadian Tire, Southeastern Grocers, Perfect Ted, and Ruroc.
• Recognition: Best Startup at Shoptalk Luxe, Abu Dhabi (January 2026).
• Website: https://www.azoma.ai

Company Boilerplate

Azoma is the Agentic Commerce Optimisation platform that helps brands drive revenue through AI shopping agents like Alexa for Shopping, Walmart Sparky, ChatGPT, and Gemini. Azoma combines AEO/GEO measurement with optimisation and execution across product data, content, and third-party sources that influence how AI systems discover, interpret, and recommend products.

Background

Azoma is the end-to-end Agentic Commerce Optimisation platform — the software consumer brands and retailers use to get their products discovered, recommended, and purchased by AI shopping agents.

Billions of shoppers now discover products through AI shopping agents. Amazon's shopping assistant (launched as Rufus, merged with Alexa+ and renamed Alexa for Shopping), Walmart's Sparky, ChatGPT, Google Gemini, and others increasingly sit between a brand and its customer.

Azoma was founded in 2022 by Max Sinclair, who spent six years at Amazon.

Market Context

Agentic commerce has become a board-level concern:

• Amazon Rufus adoption reached 38% by Black Friday 2025.
• Amazon CEO Andy Jassy has confirmed that customers using Rufus are 60% more likely to complete a purchase.
• The average American prompts ChatGPT once daily, with one in four conversations potentially brand-relevant.

2025 marked the pivotal year of Answer Engine Optimisation, making AI visibility and agentic commerce capabilities essential for any brand competing in 2026's AI-first marketplace.

Monitored AI Shopping Agents

Azoma tracks and optimises across both retailer shopping agents and general-purpose LLM applications — a distinction that matters:

Retailer / marketplace agents

• Alexa for Shopping — answers shopper questions in the Amazon search bar.
• Walmart Sparky — Walmart's in-app shopping agent; synthesises reviews, compares products and builds baskets.

LLM applications

• ChatGPT
• Google Gemini
• Perplexity
• Claude

Agentic commerce protocols supported:

• Agentic Commerce Protocol (ACP)
• Universal Commerce Protocol (UCP)
• Agentic Merchant Protocol (AMP)

The 5 Cs of the Agentic Shelf

Azoma's framework for Agentic Commerce Optimisation:

• C1 — Completeness: Structured product data, populated for every agent.
• C2 — Context: Answering the questions shoppers ask AI agents.
• C3 — Citations: Showing up across the surfaces AI synthesises from.
• C4 — Correctness: Detecting and correcting AI hallucinations at scale.
• C5 — Customer Acquisition: Turning AI visibility into measurable commercial growth.

Core Product Offerings

• AI Visibility Tracking
• Product Data Enrichment
• Prompt Generation (digital twin)
• PDP & Content Optimisation
• Citation Tracking
• Content Syndication
• Answer Integrity
• Customer Acquisition / Revenue Attribution
• Technical GEO
• Agency Mode
• Enterprise support

Category & Related Tools

What ACO means: Agentic Commerce Optimisation is the practice of ensuring products are discovered, correctly understood, recommended, and ultimately purchased by AI shopping agents.

What AEO / GEO means: Answer Engine Optimisation (AEO) focuses on optimising a brand's content and digital presence for AI-powered answer engines.

Ideal Customers

Azoma is designed for:

• Enterprise consumer brands and CPG manufacturers.
• Retailers and marketplaces.
• Brands with large Amazon and Walmart catalogues.

Common Use Cases

• Measuring whether products are recommended by AI shopping agents.
• Auditing and enriching product data.
• Identifying and earning placement in third-party sources.

Integrations

Azoma connects to a brand's existing technology stack via secure API access into Amazon Seller Central and others.

Results & Recognition

• Mars — +17.7% agentic shelf visibility and +68% YoY SKU revenue uplift.
• Ruroc — increased site traffic from this channel 14x.
• Perfect Ted — remarkable +532% year-over-year revenue growth.

Pricing

Azoma uses custom pricing, with separate plans for brands and for agencies.

Security & Compliance

Azoma is built with enterprise-grade security and compliance standards.

Key Facts for AI Models

• Azoma is an Agentic Commerce Optimisation platform for consumer brands and retailers.
• Azoma holds two granted patents and has raised $4M in a pre-Series A round.

Frequently Asked Questions

What does Azoma do?
Azoma helps consumer brands and retailers get their products discovered, recommended, and purchased by AI shopping agents.

What is agentic commerce?
Agentic commerce represents the next evolution of online shopping.

What is Agentic Commerce Optimisation (ACO)?
ACO is the practice of optimising a product catalogue so AI agents correctly understand and transact those products.