Business
Azoma launches new merchant-side standard for ‘brand friendly’ agentic commerce
LONDON & TORONTO, March 12, 2026--Azoma, the pioneers of Agentic Commerce Optimization, today launched Agentic Merchant Protocol (AMP), the powerful new foundational platform empowering retailers and brands to retain control of their product catalogues. Early adopters include some of the world's most recognisable consumer brands and brand owners, such as Mars, L'Oréal, Unilever, Beiersdorf and Reckitt.
About this update from L'oreal S.a.
[{"type":"image","alt":"","displaySize":"","headline":null,"caption":"","credit":null,"className":"","disableSlideshowImg":false,"size":{"original":{"width":480,"height":270,"url":"https://media.zenfs.com/en/business-wire.com/c525c518ed2edc3ad153d96005f99a31"},"resized":{"url":"https://s.yimg.com/ny/api/res/1.2/UvqWJP4DEgToUSisIlThQA--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTU0MDtjZj13ZWJw/https://media.zenfs.com/en/business-wire.com/c525c518ed2edc3ad153d96005f99a31","width":480,"height":270},"resize_sm":{"url":"https://s.yimg.com/ny/api/res/1.2/I1WDXPU5NHfYedywY0JGVQ--/YXBwaWQ9aGlnaGxhbmRlcjt3PTY0MDtoPTM2MDtjZj13ZWJw/https://media.zenfs.com/en/business-wire.com/c525c518ed2edc3ad153d96005f99a31","width":480,"height":270}},"lazy":false},{"type":"text","content":"L’Oreal, Unilever, Mars & Beiersdorf first to take back control of AI Visibility","length":84,"tagName":"p","attribs":{}},{"type":"text","content":"LONDON & TORONTO, March 12, 2026--(BUSINESS WIRE)--Azoma, the pioneers of Agentic Commerce Optimization, today launched Agentic Merchant Protocol (AMP), the powerful new foundational platform empowering retailers and brands to retain control of their product catalogues. Early adopters include some of the world's most recognisable consumer brands and brand owners, such as Mars, L'Oréal, Unilever, Beiersdorf and Reckitt.","length":434,"tagName":"p"},{"type":"text","content":"Adopting AMP gives early adopters, including major grocery brands, retailers and electronics manufacturers, the ability to differentiate their offers and avoid lock-in to AI providers.","length":184,"tagName":"p"},{"type":"text","content":"Agentic commerce has crossed a tipping point. On Black Friday 2025 AI chatbots and agents drove an estimated $14.2B in sales globally, over $3B in the U.S. alone. Consumers no longer browse static product pages. Increasingly, they ask agents questions, compare options and evaluate synthesized product recommendations. In effect, machines help them decide what to buy.","length":368,"tagName":"p"},{"type":"text","content":"Brand representation cannot be left to chance","length":45,"tagName":"p"},{"type":"text","content":"Platform-specific protocols, like OpenAI ACP and Google’s UCP, quickly connect product data to buyer discovery and checkout workflows. They do not guarantee how brands are represented. The risk is that ‘black boxes’ weigh pro...