Azoma has launched Agentic Merchant Protocol, or AMP, as a new merchant-side standard designed to help brands and retailers control how their products are represented across AI-driven shopping environments.
The company said early adopters include Mars, L’Oréal, Unilever, Beiersdorf, and Reckitt, alongside retailers and electronics manufacturers looking to reduce dependence on any single AI platform. Azoma’s position is that agentic commerce has reached a point where product discovery is increasingly shaped by chatbots, assistants, and machine-generated recommendations rather than conventional product pages and search results. In that environment, it argues, merchants need a neutral layer that can define brand rules, compliance requirements, and product intelligence across multiple agent ecosystems.
AMP is intended to sit above platform-specific systems such as OpenAI’s ACP and Google’s UCP, rather than replace them. Azoma said the protocol enables canonical machine-native catalogues, coordinated open-web distribution, contextual prioritisation of content, and an agent-agnostic interface that allows businesses to avoid lock-in. The company’s case is that merchants have spent years optimising finite endpoints such as product detail pages and marketplace rankings, but those fixed surfaces matter less when AI agents synthesise recommendations from a wider spread of sources.
Max Sinclair, CEO of Azoma, said: “AMP breaks the foundations of traditional ecommerce. 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.”
He added: “The fact that businesses like L’Oréal, Unilever, Mars & Beiersdorf have moved so quickly to adopt AMP tells you everything about the urgency they feel. These are companies that have spent decades building brand equity – they’re not about to hand control of how their products are represented to an AI black box.”
The launch is another sign that the commercial infrastructure around generative AI is widening beyond models and consumer interfaces into governance, compliance, discoverability, and data orchestration. Azoma said AI chatbots and agents drove an estimated $14.2bn in global Black Friday sales in 2025, underscoring how quickly machine-assisted buying is entering the mainstream. If that trajectory continues, the competitive issue for brands may shift from ranking on a page to shaping the inputs that determine how agents reason, compare, and recommend.
More on AMP is available here.
