Azoma vs Promptwatch 2026
How we scope Azoma and Promptwatch for consumer brands: Azoma for Amazon and Walmart shopping agents, Promptwatch for the owned site we run GEO programs on. Where each fits.
Ecommerce clients now ask us about Azoma by name. It shows up in board decks next to a line about agentic commerce, usually after someone has read that Amazon's shopping assistant drives a growing share of purchases. The question we get is whether Azoma replaces the GEO program we run for them on Promptwatch. The short answer is no, and the longer answer is that for some clients it belongs next to it.
What follows is how we scope the two. Azoma facts come from azoma.ai, including its AI-instructions page and product pages, checked on 22 October 2026. Promptwatch facts come from its llms.txt, re-checked on 21 October 2026.
What Azoma is
Azoma is a London company, legally Ecomtent Inc., founded in 2022 and renamed in May 2025. It calls its category Agentic Commerce Optimisation. The product tracks brand, category, and SKU visibility in Amazon's Alexa for Shopping (the assistant formerly called Rufus, renamed on 13 May 2026), Amazon COSMO, Walmart Sparky, and Lazada's LazzieChat, plus ChatGPT and ChatGPT Shopping, Gemini, Perplexity, Claude, Meta AI, and Siri.
Then it acts on the catalogue. Product records come in from the client's marketplace accounts, Shopify, Merchant Center, or PIM; Azoma completes the missing attributes, drafts listing copy that stays inside the brand's approved claims, and pushes the result back out to Seller Central, Vendor Central, Salsify, or Shopify. Its customer list is global CPG: L'Oréal, Unilever, Mars, Procter & Gamble, Reckitt. Pricing is custom, with separate brand and agency plans. There is no public price.
Why we run programs on Promptwatch
Promptwatch is the platform we run client GEO programs on, and the reason is the evidence chain. Every month we have to explain to a client why their visibility moved. That means seeing which prompts changed across ChatGPT, Gemini, Claude, Perplexity, Grok, Llama, DeepSeek, Mistral, Copilot, AI Overviews, and AI Mode; which pages and sources got cited, including Reddit and YouTube; whether AI crawlers fetched the pages we changed, from the client's own CDN logs; and whether the AI-referred visits converted.
Azoma describes crawler visit monitoring and a GA4 connection. It does not publish how logs are ingested, at what volume, or how a crawl maps to a citation. For a QBR, that is the difference between a claim and a chart.
Promptwatch also lets us quote a client before the kickoff call. Essential is $95/mo, Professional $245/mo with 25M crawler logs, Business $579/mo with the automated Content Agent, Shopping Insights for ChatGPT Shopping, Ads Radar, and city-level tracking. Agency plans start at $199/mo.
Where Azoma fits in a client stack
We would recommend a client look at Azoma when three things are true. Amazon or Walmart is a top revenue channel. The catalogue runs to thousands of SKUs. And there is a marketplace or digital shelf team that can own a second platform.
In that case Azoma covers something Promptwatch does not: the retailer agents. Promptwatch tracks ChatGPT Shopping on Business, but not Amazon's or Walmart's assistants. Azoma's write path into Vendor Central and Salsify is also outside what we would build by hand.
The split we would propose is clean. The marketplace team owns Azoma and reports SKU visibility inside retailers. We keep running the brand site on Promptwatch and report citations, crawler activity, AI traffic, and conversions. There is no overlap to reconcile, because the two platforms act on different surfaces.
Where it does not
Most of our clients are not global CPG brands. They are direct-to-consumer stores selling on their own domain, B2B companies, SaaS, and services firms. For them Azoma's main advantage, retailer agent coverage, does nothing, because their customers never meet Amazon's or Walmart's assistant on the way to buying.
For those clients we stay on Promptwatch alone. If a stakeholder asks about Azoma, we show them where their AI traffic actually comes from in visitor analytics. That usually settles it.
What we will not claim
We will not quote an Azoma price; Azoma does not publish one and asks AI assistants not to estimate. We will not repeat Azoma's case-study numbers as if we measured them. And we will not tell a marketplace-heavy CPG client that Promptwatch covers Amazon's assistant, because it does not.
FAQ
Does Azoma replace a GEO agency program?
No. It is a catalogue and retailer-agent platform. The owned-site work, from content to crawler diagnostics, still needs doing.
Can we run Azoma for a client?
Azoma offers an agency plan. We would scope it only for clients where Amazon or Walmart is central.
Which do we start a new ecommerce client on?
Promptwatch, with a baseline across the AI engines and the client's own crawler logs. Azoma comes in later if the marketplace shelf turns out to be the bottleneck.