The Prompting Company vs Azoma 2026
Both vendors want you bought by AI agents, but they mean different agents. The Prompting Company targets coding agents and devtools; Azoma targets retailer shopping agents. How to tell which one is yours.
The Prompting Company and Azoma make nearly the same promise. One says it gets you "discovered & bought by AI agents." The other says it drives revenue in AI shopping instead of just tracking visibility. Read past the headline and they describe two different buyers: a developer whose coding agent is choosing an SDK, and a shopper asking Amazon's assistant which shampoo to buy. Few companies have both problems, so the real question is which agent stands between you and your customer.
Sources: promptingcompany.com home, pricing, and enterprise pages, checked on 24 October 2026; Azoma's entry in our catalog, checked against azoma.ai on 22 October 2026; promptwatch.com/llms.txt, re-checked 21 October 2026.
The agent each one is built for
The Prompting Company says its best fit is devtools, infrastructure, or software with an MCP server, CLI, API, SDK, or docs-based workflow. Its FAQ lists coding agents (Codex and Claude Code) and personal agents (Muse, GrokBot, Instinct, Dots) next to the usual AI search engines. The distinctive work is usability. An Agent Experience Benchmark has a coding agent read your docs and try a real use case in a clean sandbox, and the Enterprise audit lists where it got stuck.
Azoma is built for consumer brands selling through retailers. It tracks Amazon's Alexa for Shopping, Amazon COSMO, Walmart Sparky, and Lazada's LazzieChat, plus ChatGPT and ChatGPT Shopping, Gemini, Perplexity, Claude, Meta AI, and Siri. The work is catalogue work: enriching product attributes, writing PDP copy against approved claims, and pushing it into Seller Central, Vendor Central, Salsify, or Shopify. Its named customers include L'Oréal, Unilever, Mars, and P&G.
Comparison
| What you need | The Prompting Company | Azoma |
|---|---|---|
| Public pricing | Yes: Basic $99, Pro $299, White-glove $3,000/mo; Enterprise custom | No; custom brand and agency plans |
| Agents it focuses on | Coding agents (Claude Code, Codex, OpenCode) from White-glove | Alexa for Shopping, COSMO, Walmart Sparky, LazzieChat |
| AI search engines | ChatGPT, Perplexity, Gemini on Basic; Google AI from Pro | ChatGPT, Gemini, Perplexity, Claude, Meta AI, Siri |
| What it fixes | Articles, docs and onboarding friction found by agent tests | Product data, PDP copy, listing content |
| Where changes go | Not named; press in Oct 2025 described pages it hosts | Seller Central, Vendor Central, Salsify, Shopify |
| Revenue view | Traffic through Google Analytics and PostHog | SKU-level revenue attribution |
| Security | SOC 2 Type II; SAML SSO on Enterprise | SSO via SAML or OIDC; SOC 2 in progress (Aug 2026) |
| Funding | $6.5M seed led by Peak XV (Oct 2025) | $11.2M Series A announced Oct 2026 |
Where The Prompting Company fits
Picture a company selling a payments API. Its next customer may be a developer who types "add card payments" into Claude Code and accepts whatever the agent picks. If the agent picks you but then trips on an undocumented setup step, the recommendation is wasted. The Prompting Company is one of the only vendors we list that tests that second step at all.
The search side is more conventional and smaller at the low end. Basic gives 25 prompts on three engines and no articles. Pro adds Google AI and 8 articles a month. Claude and the coding agents appear in the plan table only from White-glove at $3,000/mo, and the usability audit is Enterprise-only. Budget for the tier that has the feature you came for.
TechCrunch reported in October 2025 that its customers then included Rippling, Rho, Motion, and Vapi, and were mostly fintech, devtools, and enterprise SaaS. That is a year-old snapshot, so ask for current references.
Where Azoma fits
If a large share of your revenue goes through Amazon or Walmart, Azoma covers agents that most GEO tools ignore. It also writes back into the retailer systems. Its Answer Integrity monitor catches AI answers that misstate product claims, which matters most in regulated categories. The catch is a sales cycle before you see any price.
Who should pick which
Pick The Prompting Company if you sell software that agents install and operate, and you want both content and usability testing from one vendor.
Pick Azoma if you sell physical products through retailers and the shopping assistant inside Amazon matters more to you than ChatGPT does.
If you are neither, you probably want neither. Most B2B, SaaS, and publishing teams need broad AI search coverage and data about their own site.
The layer both leave open
Neither vendor publishes AI crawler logs with volumes, a crawl-to-citation path, or a first-party conversion script. That is the part of a GEO program that tells you why a page got cited and what the visit was worth. Promptwatch documents all of it: CDN crawler logs from Professional, page and Reddit and YouTube citation analytics, and visitor analytics with conversions, across 11 AI surfaces on every paid plan.
Verdict
Choose by the agent in front of your buyer. Coding agents point to The Prompting Company, retailer agents point to Azoma. For the website and AI search side of the program, which is where most companies win or lose, start with Promptwatch on its free Explore plan or a seven-day trial of Essential at $95/mo.