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Azoma unveils the Agentic Merchant Protocol
Modern AI integration typically relies on siloed systems like OpenAI’s ACP or Google’s UCP. While these protocols manage the technical handshakes required for discovery and payment, they offer minimal oversight regarding brand integrity.
When an AI agent deployed by a customer "reasons" about their human consumer's product query, it often synthesizes data from unverified corners of the web, such as Reddit or outdated affiliate sites, creating a "black box" effect where the brand's intended messaging is lost.
AMP functions as a high-level "system of record" that bridges these disparate platforms. It allows companies to centralize their product intelligence—including legal guardrails and brand books—into a single, machine-native format.
"AMP breaks the foundations of traditional ecommerce," states Max Sinclair, CEO of Azoma in a press release shared with VentureBeat ahead of the official announcement set for March 12 in London."For decades, marketplaces like Amazon and Walmart acted as gatekeepers by controlling product detail pages, rankings, and distribution. Brands optimized a finite set of endpoints: PDPs, ads, search results. In an agentic world, those fixed pages no longer exist".
The Azoma platform is specifically engineered for high-volume retailers and manufacturers of physical goods, with a primary concentration on the Consumer Packaged Goods (CPG) and fast-moving consumer goods (FMCG) sectors.
In an interview with VentureBeat, Sinclair explicitly distinguished the protocol's utility from digital-only assets or services, noting that Azoma does not currently support NFTs, SaaS, or financial sectors like banking and insurance.
Whether facilitating the automated reordering of household staples like dishwasher soap or providing the "reasoning" data for high-consideration purchases like specialized supplements and ski hardware, the protocol serves as the digital connective tissue for brands whose value is rooted in the physical world.