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Analysis
AddedJun 1, 2026
UpdatedJul 6, 2026
Azoma

Azoma

Pre-Series A

Azoma is an agentic commerce optimization platform that helps enterprise brands get recommended by AI shopping agents.

HQ
London, England, GB
Founded
2022
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Contents

  1. 01Executive Summary
  2. 02Products & Services
  3. 03Market Outlook
  4. 04Competitive Strengths
  1. 01Executive Summary
  2. 02Products & Services
  3. 03Market Outlook
  4. 04Competitive Strengths

Memo

Azoma was founded in 2022 by Max Sinclair and Timur Luguev. Sinclair spent six years at Amazon, working in Search and owning the customer browse and catalogue experience for the launch of Amazon in Singapore, and leading the launch of Amazon Grocery across the EU. Luguev is a PhD, Fulbright Scholar, and ERCIM Fellow with eight years of cutting-edge AI research experience and a track record as a repeat AI startup founder.

The company is headquartered in London with a UK establishment at Apex 160 West End Lane, London NW6 1HU, and operates as a UK establishment of ECOMTENT INC. Azoma is backed by MaRS IAF, Twinpath, Techstars, and eBay Ventures, and has raised million in Pre-Series A funding.

Product Overview

Azoma provides an end-to-end enterprise platform for agentic commerce optimization. The platform enables consumer brands and retailers to make their products visible, recommended, and purchasable by AI shopping agents including ChatGPT, Google Gemini, Amazon Rufus, and Walmart Sparky.

The platform uses patented technology including a digital twin that simulates how brands appear in AI chatbot responses and a content generation engine optimized for AI search discovery. It serves Fortune 500 FMCGs and major retailers, helping them track share of voice, product rankings, and citation sources across AI agent ecosystems.

Market Outlook

Agentic commerce is rapidly becoming a major force in retail. On Black Friday 2025 alone, AI agents drove an estimated 4.2 billion in sales globally, with over billion in the United States. Morgan Stanley has published research suggesting 10-20 percent of the entire U.S. commerce spend could be agentic by 2030, amounting to 90 billion to 85 billion.

Amazon reports that Rufus users are 60 percent more likely to buy, and the agent is tracking to over 0 billion in incremental sales. As consumers increasingly ask AI agents for product recommendations rather than browsing static pages, brands need merchant-side control planes to ensure accurate representation. Azoma is positioned as the category-defining platform for this shift.

Competitive Advantages

Azoma has two patented technologies that create a significant moat in the emerging agentic commerce space. Its digital twin technology simulates how brands appear in AI chatbot responses by creating profiles of target customers and submitting large volumes of prompts to assess brand rankings versus competitors.

The firm also benefits from strong enterprise traction, serving eight of the thirty largest global FMCGs including Mars, P&G, Unilever, LOréal, Colgate, and Reckitt. Azoma achieved profitability earlier in 2025 and has grown ARR 10x in approximately one year through entirely inbound demand.