H&M

hm.comFashion, beauty and consumer goods

EHI top 100 online shops #15

Level: 1; Basic web presence
Agent readiness score: 42
AEO score: 32
AI mention rate: 25%

H&M attains an agent readiness score of 42 at level 1 ("Web basics"), which is above the industry median of 25. AI engines name the brand in 25% of answers, with an AEO score of 32 (ranked 11th of 30 in the industry). Markdown negotiation, llms.txt, content signals, API catalogue, and OAuth discovery are not yet in place.

The next three steps

1Content Signals
Add a Content-Signal line for search, ai-input and ai-train to robots.txt.
A step toward level 2
2Markdown negotiation
Return a markdown version when asked with Accept: text/markdown, for example at the CDN.
3llms.txt
Publish an llms.txt with a short summary and the key links.

Compared with Fashion, beauty and consumer goods

Agent readiness42
Industry median 25 · rank 3 of 29
AEO score32
Industry median 31 · rank 11 of 30
Mentions in AI answers25
Industry median 16 · rank 9 of 30
Visibility34
Industry median 28 · rank 6 of 30
Citations1
Industry median 2 · rank 18 of 30
Sentiment63
Industry median 69 · rank 21 of 30

Agent readiness level

0Not yet agent-ready
1Basic web presence
2Bot-aware
3Agent-readable
4Agent-integrated
5Agent-native

To reach level 2:

Content Signals

The site blocks or ignores requests that don't come from a browser, and real AI agents hit that too.

Areas

Discoverability100
Content accessibility0
Bot access control63
APIs, auth and MCP0

Every check

Discoverability

robots.txtPassed
A valid robots.txt with crawl rules at the site root.
Top sites: 98%
SitemapPassed
An XML sitemap listing the pages, ideally referenced from robots.txt.
Top sites: 88%
Link headersCould not check
Send Link headers such as rel="api-catalog" or rel="describedby" on the homepage.
Top sites: 0%
DNS for AI DiscoveryNot present
Advertise agent endpoints with SVCB records under _agents.
Top sites: 5%

Content accessibility

Markdown negotiationNot met
Return a markdown version when asked with Accept: text/markdown, for example at the CDN.
Top sites: 2%
llms.txtNot met
Publish an llms.txt with a short summary and the key links.
Top sites: 15%

Bot access control

AI bot rulesPassed
Explicit robots.txt rules for AI crawlers such as GPTBot, ClaudeBot and PerplexityBot.
Top sites: 99%
Content SignalsNot met
Add a Content-Signal line for search, ai-input and ai-train to robots.txt.
Top sites: 2%
Web Bot AuthNot present
Only relevant if you run your own agents or crawlers: publish a signing key directory.
Top sites: 0%

APIs, auth and MCP

API CatalogNot met
List public APIs in a linkset at /.well-known/api-catalog.
Top sites: 0%
OAuth discoveryNot met
Publish OpenID Connect or OAuth server metadata under /.well-known.
Top sites: 1%
OAuth Protected ResourceNot met
Serve protected resource metadata at /.well-known/oauth-protected-resource.
Top sites: 1%
auth.mdNot met
Publish an auth.md describing how agents sign in.
Top sites: 0%
MCP Server CardCould not check
Offer an MCP server and publish its server card under /.well-known.
Top sites: 0%
A2A Agent CardCould not check
Publish an agent card at /.well-known/agent-card.json.
Top sites: 0%
Agent SkillsCould not check
Publish a skills index with the main tasks agents can do.
Top sites: 0%
WebMCPCould not check
Register key actions such as search or cart as WebMCP tools.
Top sites: 1%
ARD manifestCould not check
Publish an ai-catalog.json listing every agent interface.
Top sites: 0%

AI crawler rules (robots.txt)

Training

GPTBotallowed
ClaudeBotallowed
Anthropic-AIallowed
Google-Extendedallowed
GoogleOtherallowed
Applebot-Extendedallowed
Meta-ExternalAgentallowed
FacebookBotallowed
Bytespiderallowed
CCBotallowed
AI2Botallowed
Cohere-AIallowed
Claude-Weballowed
Omgilibotallowed
Diffbotallowed

OAI-SearchBotallowed
Claude-SearchBotallowed
PerplexityBotallowed
Applebotallowed
Amazonbotallowed
YouBotallowed
Timpibotallowed

Assistant

ChatGPT-Userallowed
Claude-Userallowed
Perplexity-Userallowed
DuckAssistBotallowed
MistralAI-Userallowed

Agentic commerce

x402Not present
MPPNot present
UCPNot present
ACPCould not check
AP2Not present

Protocols that let AI agents shop and pay by themselves. They don't count toward the level.

Agent readiness score 42 · coverage 73% · checked on 21/09/2026 · www2.hm.com

Mentions per AI engine

AIOpenAI5/15 · 33%
Sentiment: 20% positive, 80% neutral, 0% critical
CClaude4/15 · 27%
Sentiment: 60% positive, 40% neutral, 0% critical
PPerplexity1/15 · 7%
Sentiment: 0% positive, 100% neutral, 0% critical
GGemini5/15 · 33%
Sentiment: 20% positive, 80% neutral, 0% critical

Spotlight: Gemini

33%5 of 15 answers name H&M

„Welche Online-Shops bieten trendige Wohnaccessoires zu günstigen Preisen an?“

Für trendige Wohnaccessoires und Deko zu kleinen Preisen gibt es eine große Auswahl an Online-Shops, die verschiedene Stilrichtungen abdecken. Hier ist eine Übersicht von beliebten Anbietern: Große Auswahl & günstige Klassiker IKEA: Der Klassiker für günstige und funktionale Deko. Perfekt für minimalistische, skandinavische oder farbenfrohe Accessoires (wie Vasen, Kerzen, Kissen und Bilderrahmen) zu sehr kleinen …

AI answer as returned, unverified and shortened.

Gemini names instead

Vinted
ASOS
Avocadostore
Primark
Sinsay
Takko Fashion
KiK
Bonprix

Sources: takko.com, bonprix.de, kik.de, sinsay.com, primark.com, imm-cologne.de

Share of voice

H&M9.1%
Zara9.1%
C&A6.8%
New Yorker1.5%
Reserved0%
Tally Weijl0%

Most cited sources

1.rtl.de8
2.ndr.de6
3.utopia.de6
4.de.statista.com6
5.bundesumweltministerium.de6
6.greenpeace.de6
7.swr.de5
8.it-boltwise.de5

Own domain's share of all citations: 0.6%

Every question and answer

Question (original German)	AIOpenAI	CClaude	PPerplexity	GGemini
Wo findet man angesagte, preiswerte Mode für Damen, Herren und Kinder in Deutschland?
Wie unterscheidet sich Kleidung von Lifestyle-Retailern von Designer-Mode in Preis und Qualität?
Was ist die beste Wahl für Kinderkleidung, wenn sie robust und trotzdem modern sein soll?
Lohnt es sich, Kleidung von Fast-Fashion-Anbietern für den täglichen Gebrauch zu kaufen?
Welche Preisunterschiede gibt es bei Möbeln und Wohnaccessoires von Lifestyle-Retailern?
Welche Möglichkeiten gibt es, nachhaltige Alternativen zu konventioneller Fast-Fashion zu finden?
Wie kann man verhindern, dass günstige Beautyprodukte Hautirritationen verursachen?
Wie hoch liegen die durchschnittlichen Preise für aktuelle Mode in deutschen Fast-Fashion-Shops?
Welche Online-Shops bieten trendige Wohnaccessoires zu günstigen Preisen an?
Was sind die Unterschiede zwischen Fast-Fashion- und Secondhand-Mode im Alltag?
Was tun, wenn Kleidung aus dem Fast-Fashion-Shop nach der ersten Wäsche einläuft?
Welche Shops bieten ähnliche Mode wie typische Lifestyle-Retailer, aber mit Fokus auf Fairness?
Ist es sinnvoll, günstige Home-Produkte statt hochwertiger Alternativen zu kaufen?
Welche Art von Mode eignet sich am besten für einen legeren Büro-Look zum kleinen Preis?
Wo bekommt man schnell die neuesten Trends zu erschwinglichen Preisen in Deutschland?

Brand named, positive
Brand named, neutral
Brand named, critical
Only competitors named
Brand not named
No answer

Badge for your website

<a href="https://aeo-audit.rezolve.com/de/hm" title="KI-Check Deutschland 2026: H&M"><img src="https://aeo-audit.rezolve.com/de/badges/hm.svg" alt="Agent Readiness Stufe 1, KI-Check Deutschland 2026" width="260" height="64"></a>

Audit completed on 19 September 2026. Methodology

H&M

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