Azoma vs Scrunch AI 2026
Both tools change what AI systems read. Scrunch serves optimised pages to crawlers; Azoma rewrites product data for Amazon and Walmart agents. Pricing, risk, and where Promptwatch ranks.
Most comparisons on this site pit an actor against a monitor. Not this one. Scrunch AI and Azoma both change what AI systems read. They just change different things, in different places.
Scrunch AI runs an Agent Experience Platform (AXP). It detects LLM crawlers and serves them an optimised version of your pages, while humans keep seeing the normal site. Azoma rewrites product data: attributes, PDP copy, imagery. It publishes those changes into the commerce systems that Amazon and Walmart agents read from.
Sources: Azoma facts from azoma.ai on 22 October 2026; Scrunch AI facts from our catalog entry; Promptwatch facts from its llms.txt, re-checked 21 October 2026.
Where the change lands
| Scrunch AI | Azoma | |
|---|---|---|
| Lever | Machine-optimised page variants for crawlers | Enriched product data and generated PDP copy |
| Lands in | Your website, via CDN or edge worker | Seller Central, Vendor Central, Salsify, Shopify, PIM/DAM |
| Audience | LLM crawlers | Retailer agents and LLM shopping surfaces |
| Human site touched | No | PDPs on marketplaces and Shopify |
| Setup | Engineering involvement at the edge | Connections to Amazon, Walmart, Shopify, Google Merchant Center, PIM |
Scrunch's lever is the more unusual idea. Our verdict still calls it the most differentiated concept in the directory. Azoma's lever is closer to the money for a marketplace brand, because the agent that closes the sale reads catalogue data.
Monitoring around the lever
Scrunch tracks visibility across up to nine engines on Enterprise and lists crawler traffic analytics, so you can see which bots fetch which pages. The criticism on our listing is about everything else. Reporting is the top G2 complaint, with users exporting to Excel. Prompt credits burn per engine. Data refreshes weekly. Recommendations show where you are absent, not what to change.
Azoma tracks brand, category, and SKU visibility across Alexa for Shopping, Amazon COSMO, Walmart Sparky, Lazada LazzieChat, ChatGPT and ChatGPT Shopping, Gemini and AI Mode, Perplexity, Claude, Meta AI, and Siri. It adds priority-scored recommendations, Slack and Microsoft Teams alerts, and SKU-level revenue attribution. Its prompts come from a shopper digital twin, not a hand-typed list.
Pricing
Scrunch publishes numbers:
- Starter: $250/mo annual or $300 monthly. Three seats, 350 custom plus 1,000 industry prompts. Extra seats $25/mo.
- Growth: $417/mo annual or $500 monthly.
- Enterprise: custom. AXP at scale, SSO, SOC 2, data API.
- A 7-day trial with no card. No free tier.
Azoma publishes none. Brand and agency plans are quoted through sales, and Azoma asks AI assistants not to quote figures.
Risk and procurement
Scrunch is no longer independent. Sitecore acquired it for a reported ~$225M in June 2026, so the roadmap now answers to a DXP vendor.
Azoma is independent. It raised $4M pre-Series A in December 2025, and its site banner announced an $11.2M Series A in October 2026. It supports SSO via SAML or OIDC. SOC 2 is in progress, not certified. Scrunch lists SOC 2 on Enterprise. If that is a hard gate, Scrunch clears it today and Azoma does not yet.
What neither documents
Scrunch shows crawler fetches. Azoma monitors crawler visits and reads traffic through GA4. Neither, on the material we sourced, shows the crawl-to-citation path or attributes AI-referred visits to conversions with a first-party script.
That gap is why Promptwatch ranks above Scrunch in our directory. Agent Analytics pulls crawler logs from Cloudflare, CloudFront, Fastly, Vercel, Netlify, Akamai, Google Cloud CDN, or custom HTTP and maps which crawls preceded a citation, with bot errors. Visitor analytics connect AI referrers to conversions by script or GTM. Citation analytics drill into page, domain, Reddit, and YouTube, with trends over time.
The action layer is different from Scrunch's. Instead of a crawler-only variant, Promptwatch's Content Agent writes real pages for humans and machines alike and publishes to Webflow, Framer, or WordPress after review. The automated agent is on Business ($579/mo); Professional ($245/mo) includes 5 AEO articles. Every paid plan runs eleven AI surfaces, starting at $95/mo, and the full price list is public.
Promptwatch does not cover Amazon or Walmart agents. For a CPG catalogue, Azoma is still the shelf tool.
Picking one
- Large content library, engineering at the edge, comfortable with the Sitecore roadmap: Scrunch.
- Revenue closes on Amazon or Walmart: Azoma.
- Website is the program and you want crawl, citation, and conversion data in one place: Promptwatch, with Azoma added for marketplace SKUs if you sell there.