Former Amazon Executives' Spangle AI Raises $15M, Enters Agentic Commerce Market

Emerging AI Commerce Company by Former Bolt CEO Secures Major Funding

Spangle AI Raises $15M Series A as AI Agents Reshape $6.8T Commerce Market

SEATTLE, January 08, 2026--Spangle AI, founded by former Amazon execs, raises $15M Series A to build agentic infrastructure connecting AI discovery...

On January 8, 2026, Seattle-based Spangle AI announced the completion of a $15 million (approximately 2.2 billion yen) Series A funding round. With this raise, the company's total funding reaches $21 million, and its valuation has reached $100 million.

NewRoad Capital Partners led the round. Existing investors Madrona, DNX Ventures, and Streamlined Ventures participated, along with strategic angel investors.

Background and Industry Trends

Agentic commerce refers to a new form of e-commerce where AI agents autonomously perform product search through purchase on behalf of consumers. With the proliferation of generative AI like ChatGPT and Gemini, product discovery and purchase through AI has increased rapidly.

This market is attracting attention as the next growth area in the approximately $6.8 trillion global e-commerce market. Traditional e-commerce experiences relied on "static category pages" and "uniform recommendations." However, AI agents can analyze each visitor's intent in real-time and dynamically generate optimized experiences.

Spangle AI is entering this market with an approach different from existing personalization tools like Adobe, Mastercard Dynamic Yield, and Salesforce Commerce Cloud.

Revolutionary Personalization with ProductGPT

Spangle AI's core technology is a proprietary large product model called "ProductGPT." This technology analyzes signals in real-time, such as "where visitors came from," "what they searched for," and "which products they clicked on."

In traditional e-commerce, category pages and landing pages were pre-designed templates. ProductGPT fundamentally changes this, with AI automatically generating product recommendations and page layouts for each visitor.

Specific features include:

• Seller Agent: Executes real-time optimization while applying merchandising rules
• Self-optimizing Landing Experiences: Automatically adapts based on advertising campaign context
• AI-Native Search & Discovery: Interprets natural language queries and provides highly relevant results
• Intelligent Recommendations: Proposals that understand product relationships and inventory priorities

Notably, the design philosophy doesn't rely on cookies or personal data. With third-party cookie deprecation progressing, privacy-conscious personalization has become an important differentiator.

Amazon and Bolt Experience as Founding Team Strength

Spangle AI is led by two former Amazon executives with proven track records in the e-commerce industry.

CEO and co-founder Maju Kuruvilla is the former CEO of one-click payment company Bolt. Before joining Bolt, he spent over 10 years at Amazon building large-scale commerce and AI systems.

CTO and co-founder Fei Wang is a former Principal Engineer at Amazon who led development of Alexa and customer service AI technology. He subsequently served as CTO of Saks Off 5th.

Since founding in 2024, the company has achieved remarkable growth in just 9 months.

Impact on E-commerce Operators

Spangle AI has acquired 9 enterprise customers with combined online sales of $3.8 billion, including REVOLVE, Steve Madden, and Alexander Wang.

Results reported by implementing companies are as follows:

Implementation barriers are designed to be low. No-code implementation is possible, with integrations available for major platforms including Shopify, Meta, Google Ads, and Adobe. Measurable results are said to appear within 8 weeks of implementation.

Adoption is particularly progressing in the fashion and apparel industry. In this industry with large product counts and fast-changing trends, the value of AI-powered dynamic personalization is high.

Summary

Spangle AI's funding demonstrates that the agentic commerce market has entered a full-scale growth phase. The founding team from Amazon and Bolt executives, a rapidly growing customer base, and clear performance metrics have earned high valuations from investors.

There are three key points to watch going forward. First, engineering team expansion and ProductGPT performance improvements. Second, expansion beyond the fashion industry. Third, feature expansion as an API for AI agents.

For e-commerce operators, "AI-native" personalization tools like Spangle AI may become factors that determine future competitiveness. Particularly for operators considering personalization strategies after third-party cookie deprecation, these new approaches deserve attention.

References

• Spangle AI Official Website
• Former Bolt CEO Maju Kuruvilla's startup triples to $100M valuation - TechCrunch
• Spangle AI Raises $15M Series A as AI Agents Reshape $6.8T Commerce Market - Yahoo Finance
• Former Amazon execs raise $15M for agentic commerce startup - GeekWire
• Spangle AI raises $15 million to build agentic infrastructure - Digital Commerce 360