Azoma raises $11.2 Mn Series A to continue defining the Agentic Commerce Optimization category

The company will use the funding to expand its platform for AI personal assistants, including ChatGPT Dots and Meta Muse. It also plans to improve its tools for tracking sales and measuring how AI shopping assistants influence customer purchases.

Azoma will also invest in its team, particularly by hiring more AI specialists. The company has grown its revenue nearly tenfold over the past year and increased its team from 12 to 40 employees.

Azoma works with global consumer brands, including L'Oréal, Unilever, Mars, Beiersdorf and Reckitt. The new funding follows its $4 million seed round announced in December 2025.

Azoma was founded in 2022 by Max Sinclair, a former Amazon executive; and Timur Luguev, a PhD and Postdoctoral Researcher in machine learning. Max Sinclair, CEO and Co-Founder of Azoma, commented: "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."

Henri Songeur, Investment Director at Puma Growth Partners, added: "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."

Azoma helps brands increase sales through AI shopping assistants such as Alexa for Shopping, Walmart Sparky, ChatGPT and Gemini. Its platform helps businesses understand how AI tools find, understand and recommend their products to shoppers.

The company also helps brands improve their product information, website content and other online sources so their products are easier for AI systems to discover and recommend. Azoma works with major consumer brands, including L'Oréal, Unilever, Mars, Beiersdorf and Reckitt, helping them improve product visibility and increase sales through AI-powered shopping.

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