Azoma Launches Agentic Merchant Protocol (AMP) for AI Agent Product Visibility — L'Oréal, Unilever Among Early Adopters

A New Standard for Getting Products Discovered by AI Agents

How to make your e-commerce product visible to AI agents? Use this new system trusted by L'Oréal, Unilever, Mars & Beiersdorf

Azoma has unveiled the Agentic Merchant Protocol (AMP). This new framework is designed to provide brands with a 'brand-friendly' anchor in an ecosystem increasingly dominated by autonomous shoppers.

London-based AI commerce startup Azoma is set to officially unveil its new framework, the Agentic Merchant Protocol (AMP), at the world's first "agentic commerce optimization" event in London on March 12, 2026. The protocol is designed as an industry standard for brands to maintain control over their product catalog information in an era where AI agents autonomously search, compare, and purchase products.

According to VentureBeat's report, five major consumer goods companies — L'Oreal, Unilever, Mars, Beiersdorf, and Reckitt — have signed on as early adoption partners.

Industry Trends

AI agents are rapidly gaining prominence in ecommerce. By Black Friday 2025, AI chatbots and agents had generated $14.2 billion in global sales ($3 billion in the US alone). Amazon's product search AI assistant "Rufus" now accounts for 38% of searches, signaling a major shift in consumer purchasing behavior.

According to nShift's research, 58% of consumers now use generative AI tools rather than traditional search for product recommendations. McKinsey projects that US retail sales driven by agentic commerce could reach $900 billion to $1 trillion by 2030.

Against this backdrop, mechanisms connecting AI agents to ecommerce infrastructure have been emerging one after another, including OpenAI's ChatGPT shopping features and Google's Universal Commerce Protocol (UCP). However, these are platform-side specifications, and the challenge of how brands can ensure AI "correctly understands" their product information had remained unaddressed. Azoma's AMP is designed precisely to fill this gap from the "brand's perspective."

AMP's Four Key Components

AMP is an integrated framework for brands to optimize their product catalogs for AI agents, built on four pillars.

Machine-Native Catalogues are data structures designed for direct readability by LLMs (Large Language Models). While traditional product detail pages (PDPs) were optimized for humans, AMP's catalogs adopt an AI agent-specific information format with persona-level signals.

Programmatic Open Web Distribution ensures that a brand's official product information is accurately conveyed to AI agents across the open web. It guarantees consistency between the information AI agents reference and the official product data brands provide.

Agent-Agnostic Infrastructure is designed to avoid lock-in to any specific AI assistant or marketplace. It can integrate with OpenAI, Google, and other emerging agent ecosystems.

Performance Visibility is a suite of tools that measures how AI agents "weight" product attributes and verifies compliance across the ecosystem.

Additionally, a proprietary "RegGuard Compliance" engine automatically audits all generated content against brand guidelines and regulatory standards such as FDA/DSHEA (US dietary supplement regulations).

Azoma CEO Declares "Breaking the Foundations of Traditional Ecommerce"

Azoma CEO Max Sinclair is a former Amazon executive who spent six years at the company, leading Amazon's launch in Singapore and Amazon Grocery's expansion across the EU.

He positions AMP as something that "breaks the foundations of traditional ecommerce." "For decades, marketplaces like Amazon and Walmart have served as gatekeepers controlling product detail pages, rankings, and distribution. Brands have been optimizing limited endpoints — PDPs, advertising, and search results," he says, emphasizing the shift away from existing structures.

Azoma completed a $4 million pre-Series A funding round in December 2025, with investors including Ignite Ventures and eBay Ventures x Techstars. The company achieved profitability in Q2 2025 and has recorded seven-figure revenue over the past ten months.

Impact and Implications for Ecommerce Merchants

AMP's launch sends a clear message to ecommerce merchants: preparing product information to be "chosen by AI agents" will determine future competitiveness.

Here are the key points to consider.

First, "AI-readiness of product data" becomes the top priority. Beyond traditional SEO, merchants need to prepare product information in formats that AI agents can mechanically parse. If information that AI agents use for comparative decisions — shipping terms, return policies, inventory status — is ambiguous, products will be skipped before any human ever sees them. See also the agentic commerce optimization guide for reference.

Second, a "multi-agent compatibility" perspective is essential. With multiple platforms developing their own specifications, including Google's UCP and OpenAI's agentic commerce protocol, flexible adaptation that avoids dependency on any single ecosystem is required. AMP's agent-agnostic design offers one answer to this challenge.

Third, "automated brand compliance" should not be overlooked. A system is needed to monitor in real time whether product information generated or referenced by AI agents complies with brand guidelines and regulations across different countries. Adobe's commitment to agentic commerce standards was also born from the same concern.

Summary

Azoma's AMP presents a new standard for brands to maintain control over their product information in an era where AI agents become the primary drivers of purchasing. The early adoption by global giants like L'Oreal and Unilever demonstrates that investment in this space is not a "future concern" but an "immediate priority."

Platform-side developments are also accelerating, including Google's UCP, OpenAI's shopping features, and Adobe's agentic commerce initiatives. For ecommerce merchants, it is urgent to monitor these standards and tools while redesigning product data with the assumption that "AI will be reading it." The formal AMP launch in London on March 12 is expected to reveal more specific technical specifications and implementation case studies.