Azoma, a startup specializing in agentic AI e-commerce, has launched the Agentic Merchant Protocol (AMP) to help high-volume retailers optimize their product visibility for AI agents, which are increasingly acting as autonomous shoppers for consumers. This protocol addresses a significant shift in e-commerce where brands are challenged to ensure their products are accurately represented as AI agents handle product discovery and purchasing. Trusted by major companies like L’Oréal, Unilever, Mars, and Beiersdorf, AMP offers a centralized platform that streamlines product information across multiple marketplaces, thereby enhancing brand integrity and enabling automated compliance with essential standards. As companies prepare for the official launch of the protocol at the Agentic Commerce Optimization event in London on March 12, they are adapting to a retail landscape where AI agents play an integral role in shaping consumer choices.
Mars: Mars is a multinational firm specializing in confectionery, petcare, and food products. It has partnered with Azoma to utilize AMP for enhanced visibility and compliance in agentic commerce channels.
Azoma: Azoma is an AI platform delivering agentic commerce optimization and generative engine optimization workflows for e-commerce brands. It structures product catalogues for syndication across AI agents via the Agentic Merchant Protocol (AMP), ensuring accurate brand representations. The protocol has rapidly gained adoption among consumer goods giants preparing for autonomous AI shopping.
L’Oréal: L’Oréal is a global beauty and cosmetics leader offering skincare, makeup, and haircare products. It has adopted Azoma’s AMP to centralize product intelligence and maintain brand sovereignty in multi-agent e-commerce environments.
Unilever: Unilever is a multinational consumer goods company producing hygiene, food, and nutrition products. Amid the shift to AI-driven commerce, it trusts Azoma’s system to govern product data distribution for agentic shoppers.
Beiersdorf: Beiersdorf is a skincare and personal care company best known for Nivea and Eucerin brands. As an early AMP adopter, it prioritizes brand control and regulatory compliance in AI agent interactions.
Max Sinclair: Max Sinclair serves as CEO of Azoma, bringing expertise from Amazon in scaling e-commerce experiences across regions. He positions AMP as a break from traditional marketplaces, empowering brands in generative product discovery.
Timur Luguev: Timur Luguev is Azoma’s CTO, an expert in multimodal deep learning with Fulbright and ERCIM fellowships. He drives the technical vision for standardizing product data to shape AI agent reasoning via open web syndication.
Retail Transformation: Agentic commerce is positioned as the new entry point for retail, with platforms enabling context capture for merchandising.
Agentic Shopping Shift: AI agents are emerging as autonomous personal shoppers that handle product discovery, comparison, and purchases directly for consumers.
Optimization Imperative: Brands must optimize for skeptical AI agents by providing structured data to avoid misinformation in recommendations.
Source: VentureBeat
