Azoma vs Semrush AI Toolkit 2026
Semrush AI Toolkit adds AI visibility to an SEO suite for $99/mo per domain. Azoma is a custom-priced commerce platform for Amazon and Walmart agents. Which one fits, and what to use for your own site.
This comparison usually starts with a team that already pays for Semrush. Someone asks whether the AI Toolkit add-on is enough, or whether the company needs a specialist like Azoma, which names the Semrush AI Visibility Toolkit as one of the tools it is most compared with. The honest answer depends on where your sales happen. These two tools barely touch the same problem.
Everything about Azoma here was read on azoma.ai on 22 October 2026. The Semrush numbers are from our Semrush AI Toolkit listing.
An add-on and a platform
Semrush AI Toolkit is an extension of an SEO suite. It tracks brand mentions and links inside generated answers, compares you with competitors, and puts GEO data next to your keyword rankings and backlinks. Its best feature, per our listing, is keyword-to-prompt mapping: you can see which keywords you already track now resolve to AI answers. For a Semrush user, there's nothing new to learn.
Azoma is a standalone commerce platform. It calls its category Agentic Commerce Optimisation and measures visibility at brand, category, and SKU level. Its coverage includes four retailer agents (Amazon's Alexa for Shopping, which used to be Rufus, plus COSMO, Walmart Sparky, and Lazada LazzieChat) and six LLM apps: ChatGPT including its Shopping results, Gemini including AI Mode, Perplexity, Claude, Meta AI, and Siri. Then it changes product data and listings to improve the numbers.
Working out the Semrush bill
Semrush prices the Toolkit per domain, and the add-ons stack. Our listing has the line items:
| Item | Price |
|---|---|
| AI Toolkit (5 engines, 25 prompts, 1 user) | $99/mo per domain |
| Each extra domain | +$99/mo |
| Each extra user | +$99/mo |
| Each extra 50 prompts | +$60/mo |
| Claude, Copilot, DeepSeek | Enterprise AIO, sales-gated |
A worked example: one domain, two users, and 75 prompts comes to $99 + $99 + $60, or about $258/mo. Semrush One bundles run $199 to $549/mo. If Semrush is already your main SEO platform, the first $99 is easy to justify. A multi-brand team adds up fast.
Azoma has no line items to add up. It sells custom brand and agency plans through sales and publishes no prices or trial terms.
Where the prompts come from
Both tools generate prompts rather than waiting for you to type them in, and it is worth understanding how.
Semrush's tracked questions are AI-generated approximations of what users might ask. Our listing records critics calling the output "probabilistic guesswork", and notes that recommendations can be generic and reports thin for small brands with little LLM presence.
Azoma's prompts are also generated, from what it calls a digital twin of your shoppers built on marketplace data, public Q&A, keyword data, and personas. That is a different input mix, weighted toward how people shop on retail sites, but it is still a model of demand, not a log of real queries. Ask either vendor to show you the prompt list for your category before you trust the trend lines.
What happens next
With Semrush, you read the report and act on it in your own content workflow. Our listing does not document a publishing step.
Azoma acts directly. Thin product records get enriched from marketplace, Shopify, Merchant Center, and PIM data. Listing text, images, and blog posts are produced within approved claims and brand voice, and Azoma can push them straight to Amazon's seller and vendor back ends, Salsify, or Shopify. Beyond the listing, it places content on sources agents cite, flags wrong product claims through Answer Integrity, and connects gains to SKU-level revenue.
Which one fits
Stay with Semrush AI Toolkit if you have one domain that matters, Semrush is your daily tool, and you want an AI column next to rankings without a new vendor.
Look at Azoma if you are a consumer brand selling through Amazon and Walmart and need to know whether the retailer's own agent recommends your products. Semrush does not list those agents. Bear in mind Azoma is built for commerce, its SOC 2 is in progress rather than certified, and you will not see a price until you talk to sales.
For your own site, use Promptwatch
Neither tool goes deep on your own domain. Our Semrush listing documents no crawler logs, no visitor-to-conversion tracking, and no CMS publishing. Azoma has site audits, crawler visit monitoring, and GA4-based traffic, but does not publish CDN log connectors, log volumes, or a crawl-to-citation view.
Promptwatch is our recommendation for that layer, and for a Semrush shop it often replaces the add-on rather than sitting next to it. Essential at $95/mo already covers ChatGPT, Gemini, Claude, Perplexity, Grok, Llama, DeepSeek, Mistral, Copilot, Google AI Overviews, and AI Mode, including the Claude, Copilot, and DeepSeek coverage Semrush keeps for Enterprise AIO. Prompts carry search volumes, difficulty scores, and query fan-outs. Citation analytics go to the page, with Reddit and YouTube shown separately. Professional at $245/mo adds Agent Analytics with 25M crawler logs from your CDN and the path from crawl to citation. Visitor analytics on every paid plan ties AI referrals to conversions, and a Google Search Console and Looker Studio connection keeps it close to your SEO reporting. Agencies get unlimited projects and prompts from $199/mo.
The limit is the same one Semrush has: Promptwatch does not track Amazon or Walmart agents. If those agents drive a big share of revenue, Azoma covers what Promptwatch can't, and the two split the work cleanly. For everyone else, try Promptwatch on the free Explore plan before adding more domains to the Semrush bill.