Azoma: Brands Must Optimize for 7 AI Shopping Agents

Azoma's announcement lands as agentic commerce shifts from concept to commercial reality. The company notes that Google, OpenAI, Microsoft, and Shopify have all launched agentic commerce protocols in the past year, and Harvard Business Review reported that Gartner projects 90% of B2B purchases, over $15 trillion, will flow through AI agent exchanges by 2028. This suggests that product visibility within AI agents is becoming a mainstream commercial concern, not an experimental one.

Azoma's differentiation appears to hinge on its claim that citation behavior varies significantly across agents. Its Q2 2026 analysis shows ChatGPT favoring earned media at 41%, Gemini favoring retailer sources at 41%, and Alexa for Shopping drawing 73% from affiliates. If these patterns hold, a brand using a single optimization approach would likely underperform on at least one major agent, making the case for platform-based, per-agent optimization.

The competitive landscape remains unsettled. Azoma states that no independently established universal best platform exists, and it lists five core capabilities brands should evaluate: visibility tracking, citation-source analysis, competitive benchmarking, optimization workflows, and catalogue-scale action. How Azoma's own platform performs against these criteria, and whether brands find the per-agent approach worth the complexity, may determine its standing in an emerging category that could reshape how B2B purchases are won.