- Visibility44
- Citations1
- Sentiment50
- Site quality67
- AI readiness21
AI assistants name Amazon in 55% of answers, much more often than the typical company in the retail sector. Its overall score is 37 points out of 100, ranking 614th of 2,047 companies. The Amazon website passes 3 out of 14 technical checks for readiness with AI tools.
We asked 15 unbranded questions about the retail market: none named Amazon. AI assistants named it in 33 of 60 answers (55.0%). The typical retail company is named in 6.7% of answers. By how often it is named, Amazon ranks 15 of 640 in its sector.
Every dot is a company in the study. Hover one to see it; click to open its report.
This companySame sectorEvery other companyNever named
Five parts, each scored out of 100.
How often AI assistants name the company
How often AI uses the company's own website as a source
How positively AI describes the company
How well built the website's own pages are
How easily AI tools can read and use the website
Visibility is calculated from the answers on this page. How the score is built.
640 companies in this sector. The line on each bar is the typical company.
An answer that names the company
“Where can I shop online for both clothing and household essentials in one place?”
If you want to shop for clothing and household essentials in one place, the strongest options are Target, Walmart, Amazon, Kohl’s, and Macy’s.
Target: carries clothing plus home goods and everyday essentials, making it a classic one-stop shop.
Walmart: offers groceries, household essentials, clothing, and other everyday items online.
Amazon: has a very broad selection that includes apparel, home items, kitchen goods, and more.
Kohl’s: sells clothing, shoes, home, kitchen, and bedding items in one store …
The AI’s answer as we received it, shortened and not checked for accuracy.
How the mentions in these answers were split between this company and its rivals
Answers naming it, out of answers received
What this website publishes for an AI agent to read, use and buy from, on a scale of six levels.
- 0
- 1
- 2
- 3
- 4
- 5
Level 0: Not yet agent-ready. Agents struggle to find basic information about the site.
- 2 of robots.txt, Sitemap, Link headers
Some checks could not run. With them, up to level 1 would be possible.
Not by itself. Amazon publishes none of the purchase protocols we look for. An agent would have to click through the checkout like a person.
- UCPNot present
- ACPNot present
- AP2Not present
- x402Not present
- MPPNot present
Show every check, for your technical teamHide the checks
- study: 92.0%robots.txtPassed
A valid robots.txt with crawl rules at the site root.
- study: 86.8%SitemapCould not check
Serve an XML sitemap and reference it from robots.txt.
- study: 0.3%Link headersNot met
Send Link headers such as rel="api-catalog" or rel="describedby" on the homepage.
- study: 5.5%DNS for AI DiscoveryNot present
Advertise agent endpoints with SVCB records under _agents.
- study: 1.9%Markdown negotiationNot met
Return a markdown version when asked with Accept: text/markdown, for example at the CDN.
- study: 25.1%llms.txtNot met
Publish an llms.txt with a short summary and the key links.
- study: 93.4%AI bot rulesPartly met
Add explicit robots.txt groups for the main AI crawlers.
- study: 1.4%Content SignalsNot met
Add a Content-Signal line for search, ai-input and ai-train to robots.txt.
- study: 0.2%Web Bot AuthNot present
Only relevant if you run your own agents or crawlers: publish a signing key directory.
- study: 0.3%API CatalogNot met
List public APIs in a linkset at /.well-known/api-catalog.
- study: 11.8%OAuth discoveryNot met
Publish OpenID Connect or OAuth server metadata under /.well-known.
- study: 10.3%OAuth Protected ResourceNot met
Serve protected resource metadata at /.well-known/oauth-protected-resource.
- study: 0.0%auth.mdNot met
Publish an auth.md describing how agents sign in.
- study: 0.2%MCP Server CardNot met
Offer an MCP server and publish its server card under /.well-known.
- study: 0.1%A2A Agent CardNot met
Publish an agent card at /.well-known/agent-card.json.
- study: 0.2%Agent SkillsNot met
Publish a skills index with the main tasks agents can do.
- study: 33.7%WebMCPCould not check
Register key actions such as search or cart as WebMCP tools.
- study: 0.1%ARD manifestNot met
Publish an ai-catalog.json listing every agent interface.
Score 18 of 100 · 88% of checks could run · checked on October 5, 2026 · www.amazon.com · 2,047 companies scanned
3 of 14 passed. This list is for your technical team. The percentage is how many companies in the study pass each check.
These 14 checks ran during the audit and are what the AI readiness part of the overall score counts. The scan above ran later and is stricter on Link headers and Markdown, so a check can pass here and not there.
Show the 14 checksHide them
- Passedrobots.txt publishedstudy: 85.0%
- Not metXML sitemapstudy: 73.2%
- Not metHTTP Link headers (RFC 8288)study: 29.0%
- Not metMarkdown content negotiationstudy: 8.3%
- Not metllms.txt publishedstudy: 21.7%
- PassedToken budget (page weight)study: 95.2%
- PassedExplicit AI bot rulesstudy: 13.0%
- Not metAPI Catalog (.well-known/api-catalog)study: 0.2%
- Not metOAuth Authorization Server discoverystudy: 10.1%
- Not metOAuth Protected Resource discoverystudy: 9.3%
- Not metMCP Server Cardstudy: 0.0%
- Not metA2A Agent Cardstudy: 0.0%
- Not metWebMCP toolsstudy: 4.2%
- Not metAgent Skills declaredstudy: 0.0%
This website sets rules for 16 AI crawlers by name. All others follow its general rules.
- GPTBot*blocked
- ClaudeBot*blocked
- Anthropic-AIpartly
- Google-Extended*blocked
- Applebot-Extendedpartly
- Meta-ExternalAgent*blocked
- FacebookBotpartly
- Bytespider*blocked
- CCBot*blocked
- Diffbot*blocked
- Omgilibotpartly
- OAI-SearchBot*blocked
- Claude-SearchBot*blocked
- PerplexityBot*blocked
- Applebotpartly
- Amazonbotpartly
- YouBot*blocked
- ChatGPT-User*blocked
- Claude-User*blocked
- Perplexity-User*blocked
- DuckAssistBot*blocked
- MistralAI-User*blocked
Read from the website’s own rules file (robots.txt). An asterisk marks a crawler the file names. The rest follow its general rules. “Partly” means only some pages are blocked.
How many times each website was listed as a source in these answers
In the study as S&P 500. Number 2 on the NRF Top 100 Retailers 2026 list, ranked by US retail sales.
- Where can I shop online for both clothing and household essentials in one place?
- What should I do if my order from an online marketplace never arrives?
- What are some alternatives to large online marketplaces for buying a variety of products online?
- Which platforms are good if I want to avoid massive e-commerce sites but still need a broad product selection?
- Should I trust online marketplaces with third-party sellers for purchasing everyday essentials?
- Which online retail marketplaces are best for last-minute gift shopping with fast delivery in the US?
- What is the best online retail marketplace for finding a wide selection of electronics and home goods?
- How can I resolve issues with receiving damaged items from a large e-commerce platform?
- Online marketplaces vs individual store sites: which offers better selection and faster shipping?
- Do online retail marketplaces generally offer lower prices than local brick-and-mortar stores?
- Are there online shopping options that focus more on supporting small businesses instead of big retail platforms?
- How does shopping on a marketplace with multiple sellers compare to direct brand websites for variety and deals?
- What are the most common shipping fees or minimums for free shipping on major online marketplaces?
- Is it worth using a large online retail platform for buying home electronics instead of a specialty shop?
- Where can I buy groceries and electronics together online for same-day delivery?
Columns, left to right: OpenAI, Claude, Perplexity, Gemini. The AI assistants often disagree. Across the study, on 40% of the questions where a company is named, only one of the four names it.
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<a href="https://aeo-audit.rezolve.com/us/amazon.com"><img src="https://aeo-audit.rezolve.com/us/badges/amazon.com.svg" alt="Overall score 37 of 100, US AI Visibility Study 2026" width="280" height="64"></a>