Azoma Secures $11.5M in Series A Funding Led by Puma Growth Partners

Azoma, a Toronto, Canada-based provider of an agentic commerce optimization (ACO) platform that helps brands drive revenue through AI shopping agents, has raised $11.2 million in a Series A funding round, bringing the total amount to $15.2 million.

The round was led by Puma Growth Partners with participation from dunnhumby, Twin Path, MaRS IAF, Rank Ventures, Ignite Ventures, and angels from Google DeepMind and Legora.

The company will use the funding to expand its platform for AI personal assistants, improve its optimization and attribution tools, and grow its team, particularly in AI talent.

What is Azoma?

Azoma develops an Agentic Commerce Optimization (ACO) platform that helps consumer brands improve how their products appear in AI-powered shopping tools such as ChatGPT, Google Gemini, Alexa for Shopping and Walmart Sparky.

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As shoppers increasingly use AI assistants to research and discover products, brands need to understand how these systems select information and recommend products. Azoma helps businesses measure their visibility across AI platforms and improve the product data, content and third-party information that influence recommendations.

Azoma also holds two granted patents covering AI brand monitoring and AI product content creation. Its technology supports commerce protocols, including the Universal Commerce Protocol and the Agentic Commerce Protocol.

How Much Funding Has Azoma Raised?

Azoma has secured $15.2 million in total funding, including its latest $11.2 million Series A round.

The company previously secued a $4 million seed round announced in December 2025.

Who Invested in Azoma’s Series A?

Puma Growth Partners led Azoma's $11.2 million Series A funding round.

Other participating investors included dunnhumby, Twin Path, MaRS IAF, Rank Ventures and Ignite Ventures. Angel investors from Google DeepMind and Legora also participated.

Why the Funding Matters

Azoma will use the new capital to expand its platform across AI personal assistants, including ChatGPT, and Meta's AI assistant offerings. The company also plans to improve its optimization, and attribution capabilities for enterprise consumer brands using Dunnhumby data.

Azoma's work addresses a growing challenge for consumer brands: different AI shopping platforms rely on different sources when answering product-related questions. The company helps brands understand these differences, and improve how their products are discovered and recommended.

Azoma co-authored the five-part Agentic Commerce Optimization framework with the Digital Shelf Institute. The framework covers Completeness, Context, Citations, Correctness and Customer Acquisition.

Who founded Azoma?

Azoma was founded in 2022 by Timur Luguev and Max Sinclai.

The company is headquartered in Toronto, Canada.

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.

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.

Market and Business Growth

Azoma reports that its revenue has grown almost tenfold over the past year. During the same period, its team expanded from 12 to 40 employees.

Azoma's analysis of 38 million citations found that different AI shopping platforms rely on different types of content. Editorial coverage accounted for 51.9% of citations from Google Gemini in its analysis, compared with 7.6% on Google AI Overviews. Affiliate content accounted for 39.6% of Alexa for Shopping citations and less than 2% on each of the other measured platforms.

What Happens Next?

Azoma plans to expand its platform across AI personal assistants and strengthen its optimization and attribution tools for enterprise consumer brands. It will also continue hiring AI specialists to support product development and business growth.

The company aims to help brands improve product discovery and recommendations as AI-powered shopping experiences develop.

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