Azoma has raised $11.2 million in Series A funding to expand its Agentic Commerce Optimization platform, which helps consumer brands improve how AI-powered shopping assistants discover, understand, and recommend their products. Puma Growth Partners led the round, with participation from dunnhumby, Twin Path, MaRS IAF, Rank Ventures, Ignite Ventures, and angel investors from Google DeepMind and Legora.
The financing follows a $4 million seed round announced in December 2025. Azoma said its revenue has grown nearly tenfold over the past year while its team expanded from 12 to 40 employees.
The company works with consumer brands including L’Oréal, Unilever, Mars, Beiersdorf, and Reckitt. Azoma plans to use the Series A capital to expand its platform across AI personal assistants and shopping agents while building additional optimization and attribution capabilities using dunnhumby data.
Azoma describes Agentic Commerce Optimization, or ACO, as the practice of making products more discoverable and understandable to AI systems that influence purchasing decisions. These include general-purpose AI applications such as ChatGPT and Gemini, retailer shopping assistants such as Alexa for Shopping, Walmart Sparky, and Instacart Clementine, and personal AI agents.
The company said different AI shopping systems rely on significantly different information sources when producing recommendations. Azoma analyzed 38 million citations and found, for example, that editorial coverage represented 51.9% of citations used by Google Gemini but 7.6% of citations in Google AI Overviews. Affiliate content represented 39.6% of Alexa for Shopping citations but less than 2% across every other engine measured.
Azoma co-developed an ACO framework with the Digital Shelf Institute called the 5 C’s of Agentic Commerce: Completeness, Context, Citations, Correctness, and Customer Acquisition. The company said the framework is currently being deployed across 40% of the 50 largest consumer packaged goods companies.
Azoma’s platform combines measurement, optimization, and execution. Its Digital Twin technology simulates different AI shopper personas so brands can evaluate how specific types of customers may encounter their products rather than relying on a single visibility metric.
The company also holds two granted patents covering AI brand monitoring and AI-generated product content. Its platform supports emerging commerce protocols including the Universal Commerce Protocol and Agentic Commerce Protocol.
Founded in 2022 by former Amazon executive Max Sinclair and machine learning researcher Timur Luguev, Azoma plans to use part of the new funding to continue hiring AI talent as it expands its technology and enterprise customer base.
KEY QUOTES:
“Three hundred and fifty million people used Alexa for Shopping last year. Walmart customers who use their AI Shopping Assistant Sparky spend 40% more than those who don’t. Instinct, the personal AI Assistant that launched in August with zero marketing budget, already accounts for $1bn in transactions, and is growing at a rate of 10% day over day. Agent-to-agent commerce has arrived faster than anyone expected. For our customers, this will be more transformational than the internet. Agentic Commerce will be on a par with how electrification birthed or transformed these enterprise consumer brands.”
Max Sinclair, CEO And Co-Founder Of Azoma
“We are delighted to be backing Max, Timur and the wider Azoma team as they capitalise on one of the fastest shifts we have seen in e-commerce. Azoma has built a defensible measurement solution in a category it helped create, with enterprise customers already in place. Their clients are at the very forefront of e-commerce, manage vast portfolios of staple household goods and are trusting Azoma to help optimize their approach to market. We look forward to supporting their next phase of growth.”
Henri Songeur, Investment Director At Puma Growth Partners
