Amazon: 42 of 100 on Ora's agent-readiness scan
In short
Amazon scores 42 of 100 on Ora's agent-readiness scan, grade D, read on 9 November 2026. 43 percent of the 132,085 domains Ora ranks score under 40, and the average score is 44. Robots.txt turns the search agents away, and the D is the price of that choice.
The score
Amazon is an online retailer, marketplace and cloud provider based in Seattle.
- 42of 100, grade DOra's agent-readiness scan of amazon.com, read 9 November 2026, listed under E-commerce.
- 13Discovery, of 16Whether assistants find the company: search presence, Wikipedia and Wikidata, catalogues.
- 15Access, of 52Whether they can read it: the door, text without JavaScript, llms.txt, structured data.
- 20Usability, of 63Whether they can act through it: an MCP server, an API with a specification, sign-in for agents.
- 0Payments, of 0No check in this layer applied to the site.
43 percent of the 132,085 domains Ora ranks score under 40, and the average score is 44.
Ora's one-line summary: Amazon turns agents away at the door: robots.txt disallows OpenAI, Claude and Perplexity search and user agents, and no OpenAPI spec or MCP server exists.
What an assistant meets at the door
Before an assistant can read, compare or buy, it has to get in. These rows are the door: whether the bot shield lets the main agents through, what robots.txt tells the search, training and user-triggered agents, and whether the home page has text without running JavaScript.
| Check | Result | What Ora saw |
|---|---|---|
| Not blocked by bot detection | Did not apply, 0 of 2 | Can't verify agent access. A bot shield, rate limit, or timeout stopped our test request. Real crawlers come from their own networks and may get through. |
| Agent crawler reachability | Did not apply, 0 of 2 | Can't verify crawler reachability. A bot shield, rate limit, or timeout stopped our test request. Real crawlers come from their own networks and may get through. |
| robots.txt AI crawler policy | Fail, 0 of 2 | AI search crawlers: allowed in 0 of 3 checks (3 crawlers on 1 page). AI training crawlers: allowed in 0 of 2 checks (2 crawlers on 1 page), not scored. robots.txt restricts 3/3 evaluated search page/crawler pairs. |
| robots.txt agent-user policy | Fail, 0 of 2 | robots.txt restricts 3/3 evaluated page/crawler pairs. Checked 3 user-triggered agents (chatgpt-user, claude-user, perplexity-user) on 1 public page. |
| Content without JavaScript | Partial, 1 of 3 | Homepage: 946 chars of readable text, but no H1 tag. 1 of 1 sampled inner page has text without JavaScript (4 skipped). |
| Homepage not hidden from search | Did not apply, 0 of 1 | robots.txt blocks the AI search crawlers (oai-searchbot, claude-searchbot, and perplexitybot) from the homepage, so they never read its indexing tags. The robots.txt checks score that block. |
What it can read, and what it can do
The reading layer is what an assistant takes away from the pages: a text file written for it, markdown on request, structured data about the company, a sitemap. The act layer is whether it can do anything through a published interface rather than by clicking through the site.
| Check | Result | What Ora saw |
|---|---|---|
| llms.txt exists | Fail, 0 of 1 | No llms.txt found at /llms.txt or /.well-known/llms.txt. |
| llms.txt formatting | Fail, 0 of 2 | No llms.txt found to evaluate quality |
| Markdown agent docs | Fail, 0 of 1 | Missing markdown content negotiation. Homepage returned no Content-Type when probed with Accept: text/markdown (expected text/markdown), and none of the well-known root paths (/llms.md, /auth.md, /agents.md). |
| Bot-UA markdown serving | Fail, 0 of 1 | No probed bot User-Agent (ChatGPT-User, Claude-User, Perplexity-User) receives markdown when requesting HTML. Optional: detect AI-bot UAs server-side and serve them a markdown representation directly. |
| JSON-LD structured data | Fail, 0 of 4 | No JSON-LD structured data found on homepage |
| Organization schema completeness | Fail, 0 of 2 | No JSON-LD found - Organization schema missing |
| Sitemap exists | Fail, 0 of 2 | No sitemap found |
| Metadata completeness | Partial, 1 of 2 | 3/4 metadata signals present - missing: og:type |
| Page token budget | Pass, 1 of 1 | All 3 measured pages fit an agent context budget (largest ~3K tokens) |
| Check | Result | What Ora saw |
|---|---|---|
| MCP server / manifest | Fail, 0 of 6 | No MCP server or manifest found |
| MCP well-known discovery | Fail, 0 of 2 | No MCP server URL discovered |
| Public API with reachable endpoints | Pass, 7 of 7 | REST API documentation found at /reference. GraphQL endpoint at https://api.amazon.com/graphql is reachable; introspection requires authentication (API key / OAuth), which is expected for agent access. |
| Public API/docs linked from homepage | Pass, 3 of 3 | Documentation site found at https://docs.amazon.com |
| OpenAPI spec published | Fail, 0 of 7 | No OpenAPI/Swagger specification found |
| Developer portal | Pass, 6 of 6 | Developer portal found at /developer |
| OAuth 2.0 support | Partial, 2 of 5 | OAuth mentioned on homepage but no standard endpoints found |
| Scoped permissions | Fail, 0 of 5 | No declared OAuth scopes, security schemes, or scoped-permission documentation found |
| Multi-language SDK packages | Did not apply, 0 of 3 | SDK package found only in npm |
| CLI tool available | Did not apply, 0 of 3 | No CLI tool found |
| WebMCP support | Fail, 0 of 5 | No WebMCP support detected - no document.modelContext / navigator.modelContext usage found |
| Check | Result | What Ora saw |
|---|---|---|
| Wikipedia / Wikidata entity presence | Pass, 4 of 4 | Wikipedia "Amazon (company)" and Wikidata Q3884 both verified - domain confirmed on both sources |
| Brand name discoverability | Pass, 3 of 3 | amazon.com ranks #1 for "amazon Magazine" and #2 for "amazon Books" |
| Category share of voice | Did not apply, 0 of 6 | Category share of voice is in beta. It measures whether agents surface you for capability and use-case searches (not just your name). |
| Developer resource discoverability | Pass, 3 of 3 | In a search for your API docs, your docs came up at #1 (https://docs.aws.amazon.com/apigateway). In a search for your MCP server, SDK or CLI, we found your CLI at #1 (https://aws.amazon.com/cli). |
Ora probed the six payment checks and found no x402, MPP, UCP, ACP or AP2 signal, so the pay layer reads 0 of 0.
Three fixes to hand to the web team
Ora estimates how many points each open check would return. These are the largest on this read, in Ora's words where it gave them, so a leader can hand the list over without translating it.
- OpenAPI spec published, worth about 4.5 points by Ora's estimate: No OpenAPI/Swagger specification found.
- MCP server / manifest, worth about 4.2 points by Ora's estimate: No MCP server or manifest found.
- Scoped permissions, worth about 3.5 points by Ora's estimate: No declared OAuth scopes, security schemes, or scoped-permission documentation found.
Our read
Amazon has decided the question this series asks: its robots.txt disallows the AI search crawlers in all three checks and restricts the user-triggered agents on all three page and crawler pairs, so the search agents never read the home page, and a bot shield stopped Ora's own test request, which leaves the door rows unverified rather than failed. Behind it the home page gives 946 characters without an H1, and Ora found neither JSON-LD nor a sitemap, and no llms.txt, so the Access layer reads 15 of 52. The act layer is the real Amazon: docs.amazon.com, a developer portal, a GraphQL endpoint at api.amazon.com and an SDK on npm, with no OpenAPI specification and no MCP server, so the Usability layer reads 20 of 63. Ora probed the six payment checks and found no x402, MPP, UCP, ACP or AP2 signal, so the pay layer reads 0 of 0. The largest store on the web chose which agents may shop it; the D is the price.
Test your own site
Run the same scan on your own domain at ora.ai. The score, the layers and the fixes on this page come from its public result for amazon.com; a scan of a public site takes a few minutes and needs no account.
- Scan your domain on OraThe same checks, the same scoring, on your own site.
- The self-check, 18 questionsWhat to ask for, in business terms, before the scan.
- All the 360 checksThe other companies in this series, newest first.
Sources
- Ora report for amazon.com (ora.ai/score/amazon.com), read 9 Nov 2026. Vendor claim.
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