Azoma

Azoma is a software company with offices in Toronto and London that works on what it calls agentic commerce optimisation: making sure a consumer brand's products are discovered, understood and recommended by AI shopping agents. It raised an $11.2 million Series A in October 2026, after a $4 million seed round announced in December 2025.

What the platform does

Azoma combines measurement, optimisation and execution. A brand can see how its products appear across general AI assistants such as ChatGPT and Gemini, retailer assistants such as Alexa for Shopping, Walmart's Sparky and Instacart's Clementine, and personal agents, and then act on the product data, content and third-party sources that shape what those agents recommend. Its digital twin tool simulates particular shopper personas, so a brand can see what a given type of buyer is shown. The platform supports the Universal Commerce Protocol and the Agentic Commerce Protocol, and the company holds two granted patents covering AI brand monitoring and AI product content creation.

With the Digital Shelf Institute it co-wrote the 5 C's of agentic commerce framework (completeness, context, citations, correctness and customer acquisition), and it publishes research on which sources each AI agent cites, drawn from an analysis of 38 million citations.

Who it serves

Large consumer brands. Azoma names L'Oréal, Unilever, Mars, Beiersdorf and Reckitt as customers, and says its framework is used at 40% of the 50 largest consumer packaged goods companies.

Key facts

Offices: Toronto, Canada (20 Dundas St W) and London, United Kingdom Founders: Max Sinclair (chief executive, formerly an Amazon executive) and Timur Luguev Accelerator: Techstars, 2023 Funding: $11.2 million Series A announced 21 October 2026; $4 million seed announced December 2025 Team: about 40 people, up from 12 a year earlier, according to Techstars