Promptwatch vs Azoma vs Semrush AI Toolkit vs Ahrefs Brand Radar 2026: Suite Add-ons vs Specialists
Azoma names Semrush and Ahrefs Brand Radar among the tools it is most compared with. We test that pairing: where each tool's prompts come from, what it covers, and what it costs.
This grouping comes from Azoma itself. On its own site, Azoma lists the tools it is most often compared with: Profound, Peec AI, Semrush's AI Visibility Toolkit, and Ahrefs Brand Radar. We cover Profound elsewhere. This post takes the two SEO-suite add-ons from that list, puts Azoma next to them, and adds Promptwatch as the dedicated AI visibility platform.
The split is structural. Semrush AI Toolkit and Ahrefs Brand Radar are AI columns added to an SEO suite you already pay for. Azoma and Promptwatch are specialists. Azoma specialises in retailer shopping agents. Promptwatch specialises in AI search on your own site.
Sources: Promptwatch from promptwatch.com/llms.txt, re-checked 21 October 2026. Azoma from azoma.ai, checked 22 October 2026. Semrush and Ahrefs from our catalog entries.
Ranking
- Promptwatch
- Azoma
- Semrush AI Toolkit
- Ahrefs Brand Radar
Directory order. The specialists rank above the add-ons because they measure more and act on more.
The question that splits this group: where do the prompts come from?
A visibility score is only as good as the prompts behind it. These four build their prompt sets in four different ways, and that matters more than any dashboard.
- Semrush AI Toolkit: prompts are AI-generated approximations, mapped from keywords. Critics in our entry call it probabilistic guesswork.
- Ahrefs Brand Radar: prompts are modelled from Google keyword data across a very large index. Custom prompts cost extra.
- Azoma: prompts come from a shopper "digital twin" built from marketplace data, public Q&A, keyword data, and personas.
- Promptwatch: you build the list, and each prompt carries search volume, difficulty, query fan-outs, topics, and personas, with country, state, or city targeting.
Keyword-derived prompts are fine for directional research. They are weak for tracking a specific buying question a customer actually types into ChatGPT. Ask every vendor to show the source of one prompt before you trust its share-of-voice chart.
Promptwatch
Coverage on paid plans: ChatGPT, Gemini, Claude, Perplexity, Grok, Llama, DeepSeek, Mistral, Copilot, AI Overviews, and AI Mode, collected through real UI monitoring.
Beyond tracking: Agent Analytics reads AI crawler logs from your CDN and traces crawl to citation. Visitor analytics records AI-referred conversions through a script or GTM. Citation analytics goes to page, domain, Reddit, and YouTube level. Content Agents publish to Webflow, Framer, or WordPress. MCP server and REST API v2 on every paid plan.
Pricing: Explore free. Essential $95/mo, 1 project, 50 prompts. Professional $245/mo, 2 projects, 150 prompts, 25M crawler logs. Business $579/mo, 5 projects, 350 prompts, Shopping Insights, Ads Radar. Agency plans from $199/mo with unlimited projects and prompts.
Gap: it does not track Amazon or Walmart shopping agents.
Azoma
Coverage: Amazon Alexa for Shopping (formerly Rufus), Amazon COSMO, Walmart Sparky, Lazada LazzieChat, plus ChatGPT and ChatGPT Shopping, Gemini and AI Mode, Perplexity, Claude, Meta AI, and Siri. Measurement at brand, category, and SKU level, with competitive gap analysis and sentiment.
Action: enriches product data from Amazon, Walmart, Shopify, Merchant Center, and PIM systems; writes PDP copy against approved claims; publishes to Seller Central, Vendor Central, Salsify, and Shopify. Answer Integrity flags inaccurate product claims. Revenue attribution ties visibility gains to SKU revenue.
Pricing: custom, brand and agency plans, through sales. Nothing is published.
Note on the comparison claims: Azoma's own page describes some rivals as panel data or analytics dashboards. That is Azoma's marketing. We judge Semrush and Ahrefs below on our own entries.
Semrush AI Toolkit
Coverage: our entry lists 5 engines and 25 prompts on the base add-on, including Google AI Overviews, ChatGPT, and Perplexity. Claude, Copilot, and DeepSeek sit on the sales-gated Enterprise AIO tier.
Strengths: one login for SEO and GEO, competitor share comparisons, keyword-to-prompt mapping, and mature reporting.
Pricing: $99/mo per domain with 1 user. Each extra domain is +$99/mo, each extra user +$99/mo, and each 50 extra prompts +$60/mo. Three domains and a second seat is $396/mo before the Semrush subscription itself.
Gaps on file: generic recommendations, thin reports for small brands, billing complaints, and uncertainty after Adobe's April 2026 acquisition of Semrush. No crawler logs or visitor conversion tracking.
Ahrefs Brand Radar
Coverage: native indexes for ChatGPT, Perplexity, Gemini, Copilot, AI Overviews, and AI Mode. No Claude, Grok, or Meta AI. Chatbot indexes refresh on roughly monthly snapshots.
Strengths: category-level share of voice at index scale, and a direct pivot into Ahrefs link and content data.
Pricing: an Ahrefs base plan from $129/mo is required. Each AI index is $199/mo, or $699/mo for all six. Custom prompts add $50/mo per 2,500 checks. Full coverage lands at $828+/mo.
Gaps on file: an independent January 2026 test found 3 reported ChatGPT mentions where manual checks verified 123. No white-label or per-client structure. No crawler logs or conversions.
Comparison table
| Promptwatch | Azoma | Semrush AI Toolkit | Ahrefs Brand Radar | |
|---|---|---|---|---|
| Type | Specialist, owned site | Specialist, retail shelf | Suite add-on | Suite add-on |
| Prompt source | Your list, with volume, difficulty, fan-outs | Shopper digital twin | AI-generated from keywords | Modelled from Google keywords |
| Retailer agents | No | Yes | No | No |
| Claude | Yes | Yes | Enterprise AIO only | No |
| Crawler logs | CDN ingestion, crawl-to-citation | Visit monitoring, no published connectors | Not on our listing | Not on our listing |
| Conversions | First-party script or GTM | GA4 | Not on our listing | Not on our listing |
| Publishes to | Webflow, Framer, WordPress | Seller Central, Vendor Central, Salsify, Shopify | No | No |
| Entry price | Free; paid from $95/mo | Custom | $99/mo per domain plus Semrush | $129/mo base plus $199/mo per index |
Which one fits which buyer
- A team already paying for Semrush with one flagship domain: the AI Toolkit is a cheap first look. Expect to outgrow it once you add domains or need Claude.
- An Ahrefs shop doing category research: Brand Radar for directional share of voice. Do not use it as your system of record for mention counts.
- A consumer brand selling mostly on Amazon and Walmart: Azoma. Neither suite add-on sees retailer agents.
- Anyone who has to prove that a page change moved AI visibility and revenue: Promptwatch.
Verdict
The suite add-ons are reasonable when the suite is already paid for and the question is directional. Azoma is the specialist for the retailer shelf. For the owned site, Promptwatch is the one that closes the loop: prompts with real demand data, CDN crawler logs tied to citations, page-level sources down to Reddit and YouTube, first-party conversions, and publishing, at published prices that undercut a full Ahrefs index bundle. Start with Promptwatch.