Azoma has launched its Agentic Merchant Protocol (AMP), a new platform designed to enable retailers and brands to maintain control over their product catalogs in the evolving landscape of agentic commerce. This protocol is being adopted by a range of consumer brands and brand owners, including Mars, L’Oréal, Unilever, Beiersdorf, and Reckitt, as well as major grocery brands, retailers, and electronics manufacturers.
The introduction of AMP comes as agentic commerce rapidly expands. On Black Friday 2025, AI chatbots and agents generated an estimated $14.2 billion in global sales, with over $3 billion in the U.
S. alone. This shift signifies that consumers are increasingly engaging with AI agents to ask questions, compare options, and receive synthesized product recommendations, moving beyond traditional static product pages.
Existing platform-specific protocols, such as OpenAI ACP and Google’s UCP, facilitate the connection of product data to buyer discovery and checkout processes. However, these protocols do not inherently guarantee how brands are represented. Concerns arise that AI ‘black boxes’ might misinterpret product data, overlook contradictory online information, or present offerings outside a seller’s intended context. Despite brands feeding information through these channels, AI agents can still draw responses from the broader web, utilizing sources outside the brand’s direct control. Azoma’s AMP addresses this by providing a mechanism for brands to distribute and orchestrate their brand intelligence across the entire agentic ecosystem.
Max Sinclair, CEO of Azoma, stated that AMP fundamentally alters traditional ecommerce dynamics. He noted that for decades, marketplaces dictated product detail pages, rankings, and distribution, with brands optimizing for a limited number of endpoints. In the agentic world, these fixed pages are becoming obsolete. Sinclair added that the rapid adoption of AMP by companies like L’Oréal, Unilever, Mars, and Beiersdorf highlights the urgency brands feel to retain control over their brand equity rather than ceding it to AI systems.
While OpenAI and Google are working to establish leading consumer agents for commerce, Azoma focuses on merchant needs, offering a neutral, enterprise-grade system. This approach aims to provide consistent brand control, compliance, and predictability across diverse agentic surfaces. Sinclair emphasized that AMP significantly improves the AI visibility of product information, ensuring agents correctly weigh it, offering enterprise brands a critical tool to maintain control over channels, messaging, accuracy, and compliance.
AMP operates as the “missing layer” in agentic commerce. It uses canonical, machine-native product catalogs, which are enriched with brand guidelines, compliance guardrails, target personas, competitive context, and availability rules. The protocol enables programmatic Open Web distribution, coordinating information across the web and agent ecosystems to ensure relevant product knowledge is surfaced where agents make decisions. It also prioritizes content contextually, using persona-level signals to guide which buyer questions, answers, product attributes, and content are refreshed. With an agent-agnostic interface, it allows for interchangeable chat-based agents and marketplace assistants, reducing dependence on any single platform.
Azoma’s Agentic Merchant Protocol is an independent, enterprise-first solution designed to provide brands and retailers with a unified system for defining how their product catalogs are understood, reasoned over, and acted upon by machines across all AI agents and broader online sources. AMP does not replace existing protocols like ACP or UCP but rather complements them by sitting above them. It allows merchants to input product intelligence once, then handles distribution everywhere, including to agent platforms via ACP and UCP, and by shaping the broader online footprint. Azoma aims to establish AMP as the system of record for agentic commerce, where enterprises can define their product catalogs, brand guidelines, and regulatory requirements, ensuring this intelligence is syndicated across the agentic ecosystem.
Sinclair concluded by expressing pride in working with prominent consumer brands from the outset, underscoring that the collective movement of companies like L’Oréal, Unilever, and Mars signals a significant market shift.
