Spangle AI, a startup launched by former Amazon execs, raises $15 million Series A round

Spangle AI, an agentic infrastructure layer for commerce used by such brands as REVOLVE, Steve Madden, and Alexander Wang, has announced a $15 million Series A. The round is led by NewRoad Capital Partners, with participation from Madrona, DNX Ventures, Streamlined Ventures, and strategic angel investors, bringing total funding to $21 million.

"Having built unified AI systems at Amazon, including Alexa and customer service workflow automation at massive scale, we saw what's broken in traditional e-commerce stacks: fragmented data, slow feedback cycles, no intelligence layer tying it together," says Fei Wang, CTO at Spangle and former Amazon Principal Engineer leading Alexa and Customer Service Technologies.

"Spangle bridges that gap. We're building infrastructure where AI driven discovery and on-site execution operate as one intelligence layer, connecting upstream intent to real-time conversion," says Maju Kuruvilla, CEO at Spangle.

"As a data driven, innovation focused retailer, we're always looking for ways to elevate the customer journey and maximise conversion," says Ryan Pabelona, Vice President of Performance Marketing at REVOLVE, where Spangle drove a 60% ROAS improvement and 50% revenue per visit lift. "The adaptive nature of Spangle AI meant we could meet shoppers in the moment, all while staying on brand."

"Traditional commerce stacks were not designed for unified experiences," says Wang, referring to his tenure as CTO at Saks Off Fifth. "LLMs and agentic systems have made this level of integration achievable for the first time. Two years ago, this wasn't economically or technically viable. Today, with Spangle, it is."

“Spangle's customers aren't just expanding, they're advocates. That's the demand-driven traction we look for," says Dave Finnegan, Strategic Advisor at NewRoad Capital Partners and former CXO at Orvis and CIO at Build-A-Bear.

"As operators and technologists who've run retail businesses, we know point solutions won't capture the agentic commerce opportunity. Spangle is building the AI native infrastructure commerce needs, and traction with tier-one brands gave us conviction."

“Spangle’s intelligence truly gets smarter with every session and interaction,” adds Rickie Koo, Partner at DNX Ventures. “Many attempt this, but it’s rare to see a data moat deepen this efficiently and translate into revenue outcomes this quickly."

“When we led Spangle’s seed round, we saw a team tackling commerce’s most expensive inefficiency: paid traffic conversion,” comments Scott Jacobson, Managing Director at Madrona. “There’s no shortage of AI hype, but Spangle stands apart for its agentic solution already delivering major performance gains for global brands. That combination of innovation and proven impact is why we’re excited to double down.”

Spangle will use the funding to accelerate R&D advancing its AI models, expanding agentic infrastructure, and scaling the engineering team.

“As commerce shifts toward agentic AI, partnering with Spangle keeps us at the cutting edge and helps us reimagine how we leverage AI across the customer journey," says Colleen Waters, VP of Commerce at Steve Madden. "We appreciate that Spangle's intelligence layer is tailored specifically for Steve Madden. The models and agents reflect our brand and get smarter over time versus generic AI solutions."

RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by VenHub Global, 3D Cloud and EdTech Innovation Hub.

This is now open for entries. Deadline for submissions is Friday, 5th December. It’s free to enter and you can do so across multiple categories.

Check out categories and entry forms here.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.