Azoma vs Wildcard 2026
Both track products inside AI shopping agents and then fix the listings. Azoma is a sales-led enterprise platform; Wildcard starts at $99/mo on Shopify. How to choose, and what neither covers on your own site.
If you sell physical products, the AI question you care about is narrower than "does ChatGPT mention us". You want to know whether a specific SKU gets recommended when someone asks a shopping agent for a trail shoe or a moisturiser under a certain price. Azoma and Wildcard are two of the few tools in our catalog designed around that question. Both also go a step further and change the product data that agents read.
They are not interchangeable, though. One is sold through a sales team to global consumer goods companies. The other has a price on its website and a Shopify integration you can connect yourself. This guide walks through coverage, fixing, and cost, then explains where a third tool fits.
Azoma facts below come from azoma.ai, checked on 22 October 2026. Wildcard facts come from our Wildcard listing.
Who each one is built for
Azoma calls its category Agentic Commerce Optimisation, meaning GEO aimed at transactions rather than mentions. The company behind it, Ecomtent Inc., was founded in 2022 and renamed Azoma in May 2025. The customers it names are mostly large consumer brands, among them L'Oréal, Unilever, Mars, Procter & Gamble, and HP, alongside retailers such as Zappos and Canadian Tire. Its CEO, Max Sinclair, spent six years at Amazon, and you can see that background in how much of the product revolves around Amazon.
Wildcard is a Y Combinator W25 company aimed at retailers and ecommerce brands. It syncs a catalog from Shopify, BigCommerce, Salesforce, or a PIM, then stores every AI answer with the products named, their rank, and the sources cited. Its entry plan is clearly written for a store owner, not a procurement department.
Where each one looks
| Surface | Azoma | Wildcard |
|---|---|---|
| Amazon | Alexa for Shopping (formerly Rufus) and Amazon COSMO | Alexa+ Shopping live; Amazon Rufus in beta |
| Walmart Sparky | Tracked | Tracked |
| Other retailer agents | Lazada LazzieChat | None listed |
| Chat apps | ChatGPT incl. Shopping, Gemini incl. AI Mode, Perplexity, Claude, Meta AI, Siri | ChatGPT, Gemini, Google AI Overviews, Perplexity, Claude |
| Refresh cadence | Not published | Weekly on Basic |
The Amazon row needs a note. Azoma says Rufus was renamed Alexa for Shopping on 13 May 2026, and it also tracks COSMO, Amazon's product knowledge graph. COSMO is a retrieval layer underneath the assistant, not something shoppers talk to. Wildcard lists Alexa+ Shopping as live and Rufus as beta. The two vendors label Amazon's agents differently, so if Amazon is your main channel, ask each for a sample report on your own category before trusting the label.
Both tools generate prompts for you. Azoma builds what it calls a digital twin of your shoppers from marketplace data, public Q&A, keyword data, and personas. Wildcard uses buyer questions with real search volume and also accepts prompts from SEO data, CSV uploads, topics, personas, or manual entry.
What happens after a gap shows up
This is where the two diverge most.
Azoma treats fixing as part of the contract. It enriches product attributes using data from Amazon, Walmart, Shopify, Google Merchant Center, and PIM systems. It writes PDP copy, imagery, and blog content against approved claims and brand tone, then publishes into Seller Central, Vendor Central, Salsify, Shopify, or a PIM/DAM. It also syndicates content to third-party sources that shopping agents cite. Its Answer Integrity module flags AI answers that misstate product facts or misrepresent you against a competitor, which for a cosmetics or food brand with regulated claims can matter more than the visibility score itself.
Wildcard prices fixes as actions paid in credits. A blog post, a PDP optimisation, a collection page, or schema enrichment costs 100 credits each. A Reddit or outreach draft costs 50. Tracking and the visibility audit cost zero. Self-serve publishing goes to Shopify after you approve the change; other platforms route through Enterprise and PIM connections.
What it costs
Azoma does not publish prices. It sells separate brand and agency plans on custom quotes through sales, and it does not publish trial terms either. You cannot put a figure in a budget until after a call.
For $99/mo, Wildcard Basic gives you 10 actions, 50 tracked prompts, 20 products, a single workspace, and a weekly refresh. Credit packs cost $100 for 1,000 credits or $250 for 4,000, and they never expire. Extra products run from $0.50 down to $0.30 each depending on volume. Enterprise is custom and adds the API, SSO, an SLA, and PIM connections. At 100 credits per PDP optimisation, a $250 pack covers 40 of them, which is the kind of sum you can do before anyone books a demo.
A quick way to decide
- Most revenue runs through Amazon Vendor Central or Walmart, the catalogue is large, and legal signs off on product claims: Azoma.
- You run a Shopify store, want results this month, and need a price you can approve without a meeting: Wildcard.
- You manage several client brands: Azoma has a dedicated Agency Mode with per-client environments. Wildcard Basic has one workspace, so multiple workspaces mean Enterprise.
- You need an API: on Wildcard that is Enterprise. Azoma does not document a public reporting API. Either way, expect a sales conversation.
The part of the program both leave thin
Neither tool is built to explain how your own website performs in AI search. Wildcard does not publish AI crawler logs or a crawl-to-citation path. Azoma lists site audits, generated robots.txt and llms.txt files, and "real-time crawler monitoring" of visit frequency and crawled pages, with AI traffic read through GA4. It does not publish CDN log connectors, log volumes, or a first-party conversion script.
For a store with buying guides and comparison pages, that gap is real. Those pages are often what Perplexity or ChatGPT cite when a shopper asks a broad question before picking a product. Promptwatch is what we recommend for that layer. It tracks prompts across ChatGPT, Gemini, Claude, Perplexity, Grok, Llama, DeepSeek, Mistral, Copilot, Google AI Overviews, and AI Mode. Citations are reported by page and domain, Reddit and YouTube included. Agent Analytics reads crawler logs from Cloudflare, CloudFront, Fastly, Vercel, Netlify, Akamai, Google Cloud CDN, or a custom HTTP feed and maps which crawls preceded a citation. Visitor analytics, installed by script or GTM, ties AI referrals to conversions.
One caveat cuts the other way. Amazon and Walmart agents sit outside Promptwatch's coverage, so if Sparky or Alexa for Shopping is where you need to be seen, you still need Azoma or Wildcard. On Business ($579/mo), Promptwatch does watch ChatGPT Shopping through Shopping Insights and sponsored answers through Ads Radar, which overlaps with the ChatGPT side of both.
Its prices are public. You can start free on Explore (10 ChatGPT prompts), move to Essential for $95/mo, or take Professional at $245/mo, which brings 25M crawler logs and 5 AEO articles. Business at $579/mo runs the automated Content Agent that publishes to Webflow, Framer, or WordPress. For a Shopify brand we'd pair Wildcard for SKUs with Promptwatch for the site. A global brand on Vendor Central would pair Azoma with Promptwatch. Start on Promptwatch's free plan to see how your content pages show up before you commit to either commerce tool.
FAQ
Is Wildcard a cheaper Azoma?
Partly. It covers Walmart Sparky and an Amazon agent at a published price. But Rufus is still beta, Basic refreshes weekly, and Lazada and Siri are not on its list. Azoma's Amazon depth, including COSMO, and its publishing into Vendor Central and Salsify are what the custom contract pays for.
Which one shows revenue impact?
Both try. Wildcard reports AI referral sessions, add-to-carts, checkouts, and revenue per AI surface, with first-click and last-click views. Azoma connects visibility, rank, and citation gains to SKU-level revenue.