A Product Market Fit Show | Startup Podcast for Founders He ran Prime fulfillment for Amazon—then raised $20M to replace e-commerce with AI. | Maju Kuruvilla, Founder of Spangle
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Apr 9, 2026 
Maju Kuruvilla, former Amazon VP who led Prime fulfillment tech and now CEO of Spangle, built an AI startup to personalize storefronts. He explains why 40% of e-commerce traffic loses context, how Spangle rebuilds storefronts in real time, and his vision of a future battle between AI seller agents and AI buyer agents.
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Amazon Fulfillment Experience Shaped Spangle Vision
- Maju ran the technology powering Amazon Prime fulfillment including one-hour delivery, giving him experience with massive-scale, real-time decision systems.
- That background informs Spangle's goal to apply similar signal-driven automation to e-commerce merchandising and operations.
Basement Brainstorm Led To Spangle
- Maju and his cofounder Faye brainstormed Spangle in a basement, combining Faye's Saks and Alexa experience with Maju's commerce background.
- They noticed e-commerce was a Frankenstein of vendors and believed AI could create a unified brain to run commerce dynamically.
Ecommerce Is Still A Static Copy Of Physical Stores
- E‑commerce today largely copies physical stores with static templates and fragmented point solutions, missing the promise of per-user dynamic storefronts.
- AI enables real-time, per-visitor construction of store experiences that match individual intent and context.