The Summit Scorecard is back

Ten years after the original Summit Scorecard, we’ve relaunched it for the AI search era. The AI Scorecard ranks the top 200 UK retailers across Beauty, Fashion, Home, Pet, and Sports on how well AI shopping agents can actually find, read and recommend their products.

Produced in partnership with Searchable, each brand is scored across eleven signals: nine read directly from the site (crawlability, structured data, content quality, LLM trust signals, headings, metadata, internal linking, alt text, and ARIA labelling), plus two measured by Searchable (how often the brand appears in AI-generated answers, and how positively it’s described when it does).

To put this simply, there are 3 key groups of metrics:

Schema & Technical Infrastructure

How well a retailer’s website is structured for machines to understand its products, content and key information.

Crawlability & Site Structure

Whether search engines and AI systems can efficiently discover, access and navigate the site.

Content Optimisation & Sentiment

How effectively content answers consumer needs and builds the relevance, authority and sentiment needed to support AI visibility.

Each brand receives a tailored score alongside clear, high priority improvement areas.

An example of a brand specific scorecard:

“We’ve spent months testing how agents actually read ecommerce sites,” says Adam Preston, SEO Director at Summit. “The gap between what looks fine to a shopper and what parses cleanly for a machine is far wider than most brands expect.”

Chris Donnelly, CEO of Searchable, puts it more bluntly: “Visibility in AI answers isn’t a proxy for search rankings, it’s a separate discipline. This is the first time we’ve seen those signals measured consistently across a whole retail category.”

Why Agentic Search Matters Now

Agentic search is collapsing the discovery process allowing consumers to find tailored product recommendations from a single prompt rather than navigating multi-step legacy searches. With 70% of shoppers expecting to use AI for product search this peak season, agentic visibility has become the new retail battlefield.

See where your brand ranks, or check out a full sample report for Nike, scoring 8.1.

Request your personalised AI Scorecard

The AI Scorecard equips brands and the UK retail sector as a whole with the insights needed to sharpen their agentic strategies and build the next wave of eCommerce leaders.