Azoma raises $11.2m Series A to get brands picked by AI shopping agents

Azoma raises $11.2m Series A to get brands picked by AI shopping agents

21 October 2026: Azoma, which helps consumer brands get their products found and recommended by AI shopping agents, has raised an $11.2 million Series A, following a $4 million seed announced in December 2025. The money goes on extending its platform to more AI assistants, building optimisation and attribution tools for large brands, and hiring, with a focus on AI specialists.

Not yet independently verified. Azoma and Techstars do not name the lead investor; Business Insider reports the round was led by Puma Growth Partners, which we have not confirmed. Revenue growth and adoption figures are the company's own. We will update this when it can be confirmed, and remove this note.

Optimising for the agent, not the search page

Azoma calls its field agentic commerce optimisation. Shoppers increasingly ask an assistant what to buy, and the answer is assembled differently by each one: general chat apps such as ChatGPT and Gemini, retailer assistants such as Alexa for Shopping, Walmart's Sparky and Instacart's Clementine, and personal agents such as Meta Muse. Azoma's platform shows a brand how its products appear across those agents and then lets it act on the product data, content and third-party sources the agents draw on. A digital twin tool simulates particular shopper personas, so a brand can see what a given type of buyer is shown rather than a single visibility score. It supports the Universal Commerce Protocol and the Agentic Commerce Protocol, and holds two granted patents covering AI brand monitoring and AI product content creation.

What its citation study found

The company says it analysed 38 million citations and found that the sources each agent relies on differ sharply. Editorial coverage made up 51.9% of what Google's Gemini cited but 7.6% of what Google AI Overviews cited, and affiliate content accounted for 39.6% of Alexa for Shopping's citations against under 2% on every other engine it measured. A tactic that lifts a product on one assistant may therefore do little on the next, which is the case for a tool that measures each separately. With the Digital Shelf Institute, Azoma co-wrote a framework it calls the 5 C's of agentic commerce: completeness, context, citations, correctness and customer acquisition, which it says is used at 40% of the 50 largest consumer packaged goods companies.

Growth behind the round

Azoma says its revenue grew almost tenfold over the past year and its staff from 12 to 40 across Toronto, where its own site gives its address, and London. Customers it names include L'Oréal, Unilever, Mars, Beiersdorf and Reckitt. It was founded by chief executive Max Sinclair, a former Amazon executive, and Timur Luguev, who holds a doctorate in machine learning, and went through Techstars in 2023. "Agent-to-agent commerce has arrived faster than anyone expected," Sinclair said.

Our SEO software category lists 20 products, built for the search results page that AI agents are now bypassing, and our ecommerce software category six.

Company profile on TrustList: Azoma

Related on TrustList:

• Zeta Global to acquire Toronto AI firm Senso, terms undisclosed
• Obsero raises $1.2m seed to track how AI assistants recommend brands

Sources

• Azoma: home page announcement of the $11.2M Series A (read 2026-10-22), 22 October 2026
• Techstars: Azoma Raises $11.2M Series A to Help Brands Sell Through AI Shopping Agents, 21 October 2026
• Business Insider: Azoma wants to help brands win the AI shopping race, 21 October 2026