Azoma vs Scrunch AI 2026
Scrunch AI changes what AI crawlers are served from your site. Azoma changes the product data retailer agents read. Two acting platforms compared on surface, setup, proof, and price.
Most tools on this site act by producing something new, whether a page, a task, or a draft. Scrunch AI and Azoma act on what already exists. Scrunch alters what AI crawlers receive when they request your web pages. Azoma alters the product records that retailer and LLM shopping agents read. Both are real interventions aimed at large organisations, and they rarely compete for the same budget line. Buyers still put them side by side, so here is how they compare.
Azoma facts were checked on azoma.ai on 22 October 2026. Scrunch AI facts come from our catalog listing.
Edit the source or edit the delivery
Scrunch's Agent Experience Platform detects LLM crawlers and serves them a parallel version of a page: tighter answer blocks, explicit entity statements, denser structured data. People still see the original, and the human page stays canonical. Our listing likens it to dynamic rendering rather than cloaking, since it targets declared LLM crawlers and not Googlebot. Run it past your SEO lead anyway.
Azoma edits the source. Its agent fills attribute gaps in product data, rewrites PDP copy and imagery against approved claims and brand tone, and publishes into Seller Central, Vendor Central, Salsify, Shopify, or a PIM. Every surface that reads the catalogue then gets the better record. That is the point when Amazon COSMO, the product knowledge graph behind Amazon's shopping assistant, is doing the retrieval.
One consequence is reversibility. A Scrunch variant can be switched off at the edge. An Azoma change is a change to the listing, which is why its approved-claims guardrail carries so much weight.
What setup asks of you
Scrunch runs through your CDN or an edge worker. Our listing is blunt that this needs real engineering involvement, plus significant work configuring personas and prompts. Azoma's setup is connecting commerce systems: retailer accounts, Shopify, Google Merchant Center, the PIM.
So the owner differs. Scrunch lands with your web platform team. Azoma lands with whoever runs the digital shelf.
Side by side
| Scrunch AI | Azoma | |
|---|---|---|
| Acts on | Page versions served to AI crawlers | Product data, PDPs, third-party content |
| Engine coverage | Up to nine engines on Enterprise | ChatGPT, Gemini, Perplexity, Claude, Meta AI, Siri |
| Retailer agents | Not listed | Alexa for Shopping, COSMO, Walmart Sparky, LazzieChat |
| Data refresh | Weekly | Not published |
| Entry price | $250/mo annual, $300 monthly | Custom, sales-quoted |
| Trial | 7 days, no card | Not published |
| Security | SSO and SOC 2 on Enterprise | SSO via SAML or OIDC; SOC 2 in progress |
| Ownership | Acquired by Sitecore, June 2026 | Ecomtent Inc., trading as Azoma |
Monitoring around the action
Scrunch's serving layer is its most distinctive idea. The monitoring wrapped around it is where our listing collects complaints: reporting thin enough that G2 reviewers export to Excel for client charts, prompt credits consumed per engine, advice that shows where you are missing rather than what to change, and the weekly refresh. Starter includes three seats, 350 custom prompts, and 1,000 industry prompts, with extra seats at $25/mo. Growth is $417/mo billed annually or $500 monthly. Enterprise adds AXP at scale, SSO, SOC 2, and a data API.
Azoma reports at brand, category, and SKU level, covering share of voice, competitor position, citations, a query log, sentiment, and competitive gap analysis. Prompts are generated from a shopper digital twin. It does not publish refresh frequency or plan limits, so get both in the quote.
Who owns the roadmap
Sitecore bought Scrunch in June 2026 for a reported $225M, per our listing. That brings resources, and it also ties the roadmap to a DXP vendor's priorities, which deserves weight on a multi-year contract.
Azoma is the trading name of Ecomtent Inc., founded in 2022, with 50+ staff in London and Toronto. It raised a $4M pre-Series A in December 2025, and its site banner now announces an $11.2M Series A. CEO Max Sinclair spent six years at Amazon.
Where proof stops
Scrunch's crawler analytics show which bots fetch which pages, the right signal for a tool that changes what bots receive. Our listing does not document a crawl-to-citation path, visitor conversion tracking, or citation analytics down to Reddit and YouTube. Azoma measures crawler visits in Tech GEO and reads AI traffic from GA4. It ties outcomes to SKU revenue, and it publishes no CDN log connectors or log volumes.
Adding Promptwatch
For the owned website, our pick over both is Promptwatch. Its agent creates the content, then documents the chain from crawl to conversion. Content Agents plan pages from content gap analysis and publish to Webflow, Framer, or WordPress after review, and Business at $579/mo runs that on a schedule. Agent Analytics ingests crawler logs from Cloudflare, CloudFront, Fastly, Vercel, Netlify, Akamai, Google Cloud CDN, or custom HTTP and connects each crawl to later citations, so you can see whether a new page was fetched and then used in an answer. Citation analytics show which of your pages, and which Reddit threads or YouTube videos, the models cite. Visitor analytics records the conversions. Pricing is public, from a free tier to Essential at $95/mo and Professional at $245/mo with 25M crawler logs.
Promptwatch does not cover Amazon or Walmart shopping agents. For catalogue work on those retailers, Azoma keeps its place.
Decision rules
- Large content library, engineering time to spare, and an SEO lead comfortable with crawler-specific variants: Scrunch AI.
- A big catalogue on Amazon or Walmart, with claims that need approval before they go live: Azoma.
- Your own site is where AI-referred revenue lands, and you want an agent that publishes and then logs whether its work was crawled, cited, and converted: Promptwatch. For most teams that is the place to begin. Promptwatch pricing.