ulta.com

scanned 9/10/2026, 9:15:09 PM · took 220s · BeautyGemini · gemini-2.5-flash · HTTP · Target ulta.comA measurement at one moment, not a verdict · Methodology

75/ 100

CFair

AI agents can access the site but fail to retrieve critical e-commerce data like pricing and stock without relying on external search.

The one fix worth most right nowGet the fix files →

Publish llms.txt+775 → 82

All of them together: 94 (A)

Projected from the audit record. After fixing, re-run the task or re-measure to confirm.

Agents successfully accessed the homepage and navigated natively to find shipping, support, and policy information. However, the overall task success rate is only 30% because agents completely failed to resolve pricing and stock inquiries, failing to cite Ulta's own URLs for these tasks. The absence of machine-readable guides like `/llms.txt` and `/sitemap.xml` forces agents to guess URLs or use external search engines, leading to errors and heavy search reliance for finding contacts, new arrivals, and sign-up pages. While the site is bot-friendly, its internal linking and data exposure for core product details are not optimized for AI extraction.

What works

The homepage is fully accessible to AI agents with no bot blocking detected.
Agents successfully found and cited the site's own URLs for shipping, support, policy, and location information using native navigation.
High overall own-source citation rate (80%) across the tasks that did not fail completely.

What to fix

For each item: its current state, why it matters, how to fix it and how to check. The same content comes as files you can hand straight to whoever does the work.

Putting the items together…

Fix files

Files generated from this audit. Paste them in, or hand them to a coding agent. Have someone review them before they go live.

Building the fix files…

Detailed results

The results behind the score, and the measurement record.

Discovery

8/20

Access

24/30

Navigation

30/30

Completion

13/20

1.Can an agent get into the site at all?90/100

HTTPREDIRECT

Evidence

homepage HTTP 200
redirect hops: 1

2.Does the site let agents through rather than block them?70/100

ROBOTSBOT

Evidence

robots.txt contains Disallow rules
First byte after 84ms

3.Does it publish machine-readable guidance?15/100

LLMS.TXTSITEMAPROBOTS

Evidence

/llms.txt — absent (HTTP 0)
/llms-full.txt — absent (HTTP 0)
/sitemap.xml — absent (HTTP 0)
/sitemap-index.xml — absent (HTTP 0)
/sitemap_index.xml — absent (HTTP 0)
/robots.txt — present

4.Is the raw HTML readable without running JavaScript?100/100

HTMLSSR

Evidence

627 links in the raw HTML

5.Does the site answer pricing itself?15/100

PRICINGFAILED

Evidence

outcome success · verdict failed
the final answer cited no URL from this site
site-guided navigation 0%
2xx rate 0%
done_small_detour

6.Does the site answer shipping and returns itself?100/100

SHIPPINGFULL

Evidence

outcome success · verdict full
the final answer cited this site
site-guided navigation 100%
2xx rate 100%
done_unaided

7.Can an agent tell whether an item is available?15/100

STOCKFAILED

Evidence

outcome success · verdict failed
the final answer cited no URL from this site
site-guided navigation 0%
2xx rate 0%
done_small_detour

8.Does the site guide an agent to support?75/100

SUPPORTPARTIAL

Evidence

outcome success · verdict partial
the final answer cited this site
site-guided navigation 100%
2xx rate 100%
done_unaided

9.Can an agent reach a human contact?80/100

CONTACTFULL

Evidence

outcome success · verdict full
the final answer cited this site
site-guided navigation 0%
2xx rate 100%
done_big_detour

10.Does it state the refund or cancellation rule with a deadline?75/100

POLICYPARTIAL

Evidence

outcome success · verdict partial
the final answer cited this site
site-guided navigation 100%
2xx rate 100%
done_unaided

11.Can an agent compare two plans or products?65/100

COMPAREPARTIAL

Evidence

outcome success · verdict partial
the final answer cited this site
site-guided navigation 50%
2xx rate 100%
done_big_detour

12.Can an agent reach the latest notice, with its date?55/100

LATESTPARTIAL

Evidence

outcome success · verdict partial
the final answer cited this site
site-guided navigation 0%
2xx rate 100%
done_big_detour

13.Can an agent find branch or store locations?75/100

LOCATIONSPARTIAL

Evidence

outcome success · verdict partial
the final answer cited this site
site-guided navigation 100%
2xx rate 100%
done_unaided

14.Does the site guide an agent through signing up?77/100

SIGNUPFULL

Evidence

outcome success · verdict full
the final answer cited this site
site-guided navigation 0%
2xx rate 67%
done_big_detour

WebMCP — what the site declares about itself

Not checked

This audit ran with the WebMCP check switched off. That does not mean there are no tools — it means we did not look. Turn on "Check WebMCP" when re-auditing.

Act-stage check (nothing submitted)

Checks whether an agent could fill in the forms and press the buttons, up to the point of pressing. No form was submitted, nothing added to a cart, nothing paid. Report only; not scored.

The act stage was not checked in this audit.

Per-task results

Task	Verdict	Own-site share	Request success	Followed guidance	Cited own site
find pricing	Failed	0%	0%	0%	No
shipping & returns	Full	100%	100%	100%	Yes
is it available	Failed	0%	0%	0%	No
get support	Partial	100%	100%	100%	Yes
contact a human	Full	100%	100%	0%	Yes
refund policy	Partial	100%	100%	100%	Yes
compare two options	Partial	100%	100%	50%	Yes
latest notice	Partial	100%	100%	0%	Yes
find a branch	Partial	100%	100%	100%	Yes
create an account	Full	100%	67%	0%	Yes

About this report

Measured: 9/10/2026, 9:15:09 PM GMT+9
Engine: Gemini · gemini-2.5-flash · HTTP

This is what AI agents could do on the site at the time above, measured by actually using it. It is not a verdict on the site or the company, and the result can change when the site does.

Methodology →About AOO-Bot and opting out →