A shopper who once scrolled a results page now types a request into ChatGPT and takes whichever three products come back. Brands have no shelf to buy on that page, and Azoma is selling them a way to earn the mention.
The Toronto and London startup picked up $11.2M in a Series A led by Puma Growth Partners. Six other backers signed on, among them dunnhumby, MaRS IAF, Twin Path and Rank Ventures, with Ignite Ventures and angels from Google DeepMind and Legora filling out the book. A $4M seed closed in December 2025.
Max Sinclair, formerly of Amazon, founded the business with machine learning researcher Timur Luguev in 2022. L’Oreal, Unilever, Mars, Beiersdorf and Reckitt are clients, and the software watches where their products turn up across conversational assistants, spots missing product information and closes the gaps.
Not the same job as SEO
Azoma calls the discipline Agentic Commerce Optimization. A page that ranks first on Google and sells well on Amazon can still go unmentioned by Gemini or by Alexa for Shopping, because those systems read different inputs.
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In a review of 38 million citations, the firm logged editorial coverage at 51.9% of Gemini’s picks against 7.6% for AI Overviews, and affiliate content at 39.6% of Alexa for Shopping citations versus under 2% on rival engines. The numbers come from Azoma’s own platform, so they sketch its customer base rather than the whole market.
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A Digital Twin feature builds shopper personas and shows how an assistant answers each one. Revenue is up almost tenfold in a year and staff went from 12 to 40.
What remains unresolved is attribution, tying a mention to a sale. Azoma is building that measurement, and budgets rarely move without it.
