www.asos.com

Report from 9/21/2026, 11:08:07 AM https://www.asos.com
Latest run · lab, cold cache
39
9/21/2026
28-day score · p75 · the standard
39
28 runs
CRR4%latest
SSD12%latest
TC392 toklatest
TTFUT55 ms28-day p75

Scored by v3 · source-of-truth hashes: score db860d6ac94e · thresholds e94f8b33e500 — verifiable against the canonical scorer.

The 28-day score is the p75 of nightly runs — the stable number to cite. Deterministic metrics (CRR/SSD/TC) show their latest value (they move only when the site changes); timing (TTFUT) and answer-fidelity (AF) are smoothed by 28-day p75 — the same lab-vs-field split Core Web Vitals uses. Synthetic daily measurement, not real-user field data.

Core Agent Vitals badge  Embed this badge

Show your agent-readiness score anywhere — it links back to this report.

[![Core Agent Vitals](https://agentvitals.dev/badge/asos.com.svg)](https://agentvitals.dev/results?url=https%3A%2F%2Fwww.asos.com)
<a href="https://agentvitals.dev/results?url=https%3A%2F%2Fwww.asos.com"><img src="https://agentvitals.dev/badge/asos.com.svg" alt="Core Agent Vitals" height="20"></a>
What AI tells your customers about youAgent confidence: MEDIUM
Business nameASOS
CategoryOrganization
Pricenot found
LocationGreater London House, Hampstead Road, London, England, NW1 7FB
Hoursnot found
Productsnot found
DescriptionASOS is the UK's largest independent online fashion and beauty retailer and offers over 60,000 branded and own label products across womenswear and menswear.

An agent gets the basics but will guess on the gaps. 4/7 applicable facts come from machine-readable structured data.

39
Overall score
weighted CAV (0–100)
FAIL
0–4950–8990–100

Metrics

4%
CRR Content Recovery Poor
0.12
SSD Semantic Signal Density Poor
392 tok
TC Token Cost Good
44 ms
TTFUT Time to First Useful Token N/A

Token Cost breakdown

Where the page's tokens go (≈25,431 across regions). 95% is non-content — chrome and boilerplate an agent pays for. Add landmark roles (main/nav/header/footer) so agents can skip it.

Content
5.2% · 1,315
Chrome (nav / header / footer)
92.8% · 23,612
Boilerplate (cookie / ad)
2% · 504
Other
0% · 0

Final screenshot

Final screenshot of https://www.asos.com

Diagnostics

high CRR Content is hidden behind JavaScript

pre-JS raw HTML

Evidence96% of content requires JS · 4% of rendered content recovered (rest is placeholder/wrong)
ImpactA non-rendering agent never sees the JS-injected content.
Effort1–4 h

Fix: Server-render or statically generate the main content so a non-JS agent still receives it; make client rendering a progressive enhancement, not the source of truth.

high SSD Low signal-to-noise for agents

content vs chrome/boilerplate

Evidencesignal 0.20 · JSON-LD 0/1 · missing: structured-data
ImpactAgent spends tokens parsing nav/boilerplate instead of content.
Effort30–90 min

Fix: Wrap the real content in <main>/<article>, cut repeated nav/boilerplate, and keep the primary content dense and early in the DOM.

high TC 94.8% of tokens are non-content (boilerplate/chrome)

agent representation — token decomposition

EvidenceToken decomposition: content 5.2%, chrome 92.8%, boilerplate 2%, other 0%. Only 5.200000000000003% of the agent's tokens are real content.
ImpactAn agent pays for boilerplate on every request and has less context left for the real content.
Effort30–90 min

Fix: Strip repeated nav/header/footer/cookie chrome from the agent-visible output; wrap content in <main>/<article> so the extractor keeps signal and drops boilerplate.

Rendered profile: headless

Agent Discoverability 88/100 · Agent Ready

Access & discovery checks — separate from the gated CAV metrics above. Click an issue for business impact, what we measured, and how to fix. · Take the Agent Readiness course →

Agent files & endpoints

~ llms.txt Found at /llms.txt but missing H1/blockquote Learn →
robots.txt (AI bots) Major AI bots allowed Learn →
sitemap.xml Found at /sitemap.xml Learn →
JSON-LD structured data Types: Organization, WebSite Learn →
agents.json Found at /agents.json Learn →
WebMCP endpoint Found at /.well-known/webmcp Learn →
OpenAPI / API docs Found at /openapi.json Learn →

Issues (2)

~ No content-blocking cookie wall medium impact Consent platform: optanon (verify it doesn't block content)

Business impact A consent wall that hides content until a click is invisible to agents — they cannot click 'Accept'.

What we measured We fingerprint OneTrust, Cookiebot, Usercentrics and similar managers and flag content-blocking ones.

How to fix Use an overlay banner that leaves content in the DOM, not a blocking interstitial.

Spec: https://gdpr.eu/cookies/

~ llms.txt present + valid high impact Found at /llms.txt but missing H1/blockquote

Business impact llms.txt is the robots.txt for AI: it tells agents what your site is, what matters, and where to find it. Without it AI guesses — and guessing means inaccurate recommendations and lost visibility.

What we measured We fetch /llms.txt and /.well-known/llms.txt and validate the spec (H1 title + a one-line blockquote summary). We also note /llms-full.txt (your full content as Markdown).

How to fix Create /llms.txt with a short summary + key pages; optionally /llms-full.txt with full content in Markdown.

Learn how to implement →

# Your Site
> One-line description for AI agents.

## Key pages
- /products — catalog
- /pricing — plans
- /docs — documentation

Spec: https://llmstxt.org

Passed audits (10)

✓ robots.txt allows AI bots✓ No CAPTCHA wall✓ Machine-readable prices✓ No login wall on public content✓ Structured data (JSON-LD)✓ XML sitemap present + fresh✓ Server response (TTFB)✓ agents.json discovery✓ WebMCP endpoint✓ API documentation

Transport & Trust (SEC 1.0.0)

HTTPS, HSTS, CSP, sniffing, referrer and CORS posture. Diagnostic only — this does not affect the CAV score. A security header does not make a page more legible to an agent, so scoring it would reward a CDN toggle that changes nothing an agent can recover. We measure it and say so.

43Transport posture (0–100, unscored)
1pass
2warn
2fail
Per-header findings (6)
HeaderEvidence
✅ HTTPSserved over HTTPS
⚠️ HSTSmax-age=86400 is below the 180-day baseline
❌ Content-Security-Policyno content-security-policy header
❌ X-Content-Type-Optionsmissing nosniff
⚠️ Referrer-Policyno referrer-policy header (browser default applies)
➖ CORS exposureno CORS headers on the document (normal for an HTML page)
Full profile — how to improve · unused JS · network · timing

How to improve

mediumSplit the heaviest unused bundle

422.a7255daa878eebd499f4.js — 129 KiB transferred, 75.3% unused

EvidenceCDP JS coverage: 97 KiB of this bundle is never executed on load.
Impact~-97 KiB transfer; lower Token Cost + faster agent parse.
Effort30–90 min
FixDynamic-import() the below-the-fold parts of 422.a7255daa878eebd499f4.js, or drop unused dependencies.
mediumCut third-party weight

asos-media.com — 951 KiB, 15 requests

EvidenceThird-party is 40.9% of total transfer (118 requests); asos-media.com is the largest.
ImpactFewer bytes + main-thread stalls before your content settles for an agent.
Effort1–3 h
FixLazy-load, self-host, or remove asos-media.com; defer non-critical third-party scripts.
mediumCut total transfer weight

3.9 MB total

Evidence3.9 MB transferred.
ImpactCheaper, faster fetch on slow links.
Effort1–3 h
FixEnable Brotli, serve WebP/AVIF images, defer non-critical resources.

Third-party impact

118 third-party requests · 1617 KiB (40.9% of transfer) · 29 ms main-thread — code an agent must also fetch/run before your content settles. Fewer, lazier third-parties = faster, cheaper agent reads.

Third-party domainReqsTransferMain-thread
asos-media.com15951 KiB
cookielaw.org13178 KiB
optimizely.com4110 KiB21 ms
asosservices.com892 KiB8 ms
adobedtm.com390 KiB
appboycdn.com163 KiB
go-mpulse.net361 KiB
newrelic.com1342 KiB
fontawesome.com28 KiB
doubleclick.net106 KiB
nr-data.net125 KiB
demdex.net52 KiB

Wasted JavaScript (by bundle)

Transfer-accurate — each bundle's transfer size × its unused %, ranked by wasted bytes (the biggest code-splitting wins). Unused JS also inflates Token Cost (TC).

BundleTransferUnusedWasted
https://www.asos.com/assets/sitechromepublisher/422.a7255daa878eebd499f4.js129 KiB75.3%97 KiB
https://www.asos.com/iygafc/XfvzuDLyYOaPRopCYVFifl3otPmHeSsTbgcA9Kgh50Wx_a-pa6wBrLMe_yU2Xh8hNp4g196 KiB48.6%95 KiB
https://www.asos.com/iygafc/?l=gtmDataLayer186 KiB45.9%85 KiB
https://www.asos.com/iygafc/XfvzuDLyZpzqSvoga1sWfz3qtPmHeSsTbgcA9Kgh50Wx_a-pa6wBrLMe_yU2Xh8hNp4g171 KiB48.5%83 KiB
https://www.asos.com/iygafc/XfvzuDLyY4jqSvojZFseciO2r_LOcxsfXgc49J0l7Aago_GycKhTpvpHpydqDhWeIA150 KiB54.9%82 KiB
https://www.asos.com/iygafc/XfvzuDLyY4jqQvMjYVEedjD8_qjdajI6SxIV2YU5-1LluLTsNelAv6pO9nRlUUB0niA150 KiB54.9%82 KiB
https://assets.adobedtm.com/27207cf31561/ceafee726e6c/launch-160aa9dd03dd.min.js 3P88 KiB63.8%56 KiB
https://js.appboycdn.com/web-sdk/5.9/braze.no-amd.min.js 3P63 KiB61.1%39 KiB
https://js-agent.newrelic.com/860.03a8b7a5-1.236.0.min.js 3P5 KiB83.2%4 KiB
https://js-agent.newrelic.com/session_trace-aggregate.83105561-1.236.0.min.js 3P4 KiB81.1%4 KiB
https://js-agent.newrelic.com/page_view_timing-aggregate.bd6de33a-1.236.0.min.js 3P5 KiB66%3 KiB
https://js-agent.newrelic.com/spa-aggregate.e6b09d52-1.236.0.min.js 3P7 KiB46%3 KiB
https://js-agent.newrelic.com/jserrors-aggregate.49e41428-1.236.0.min.js 3P3 KiB79.2%3 KiB
https://js-agent.newrelic.com/ajax-aggregate.998ef92b-1.236.0.min.js 3P3 KiB61.4%2 KiB
https://js-agent.newrelic.com/metrics-aggregate.3dc53903-1.236.0.min.js 3P3 KiB52.4%1 KiB

Network

215Requests
3949 KiBTransferred
77Scripts
40.9%3rd-party
0Long tasks
Script (77)
2417 KiB
Image (46)
1021 KiB
Font (6)
195 KiB
XHR (34)
116 KiB
Stylesheet (9)
94 KiB
Document (9)
76 KiB
Fetch (25)
27 KiB
Other (4)
2 KiB
Manifest (2)
1 KiB
Ping (3)
0 KiB
Heaviest requests (30)
URLTypeStatusTransfer
https://content.asos-media.com/-/media/homepages/unisex/generic-hp/june-2026/uk_unisex_summer_drop_2_hp_global_dt_2880x1280.jpgImage200472 KiB
https://www.asos.com/assets/uilib/content-ui-library-5.0.0-98-a5e21375.jsScript200253 KiB
https://www.asos.com/assets/sitechromepublisher/vendors.44f5993cb3ab04393a10.jsScript200218 KiB
https://www.asos.com/iygafc/XfvzuDLyYOaPRopCYVFifl3otPmHeSsTbgcA9Kgh50Wx_a-pa6wBrLMe_yU2Xh8hNp4gScript200196 KiB
https://www.asos.com/iygafc/?l=gtmDataLayerScript200186 KiB
https://www.asos.com/yOvprFb5rNTXuSUOsDl8/ia5YXz3iLEOz1Jt3i5/YXVAWAE/GD1FOwgg/aHkScript200185 KiB
https://www.asos.com/iygafc/XfvzuDLyZpzqSvoga1sWfz3qtPmHeSsTbgcA9Kgh50Wx_a-pa6wBrLMe_yU2Xh8hNp4gScript200171 KiB
https://content.asos-media.com/-/media/homepages/unisex/generic-hp/oct-2024/28-brands-update/mw/promo_bau_hp_mw_04.jpgImage200155 KiB
https://www.asos.com/iygafc/XfvzuDLyY4jqSvojZFseciO2r_LOcxsfXgc49J0l7Aago_GycKhTpvpHpydqDhWeIAScript200150 KiB
https://www.asos.com/iygafc/XfvzuDLyY4jqQvMjYVEedjD8_qjdajI6SxIV2YU5-1LluLTsNelAv6pO9nRlUUB0niAScript200150 KiB
https://www.asos.com/assets/sitechromepublisher/422.a7255daa878eebd499f4.jsScript200129 KiB
https://cdn.cookielaw.org/scripttemplates/202512.1.0/otBannerSdk.jsScript200126 KiB
https://content.asos-media.com/-/media/homepages/unisex/generic-hp/oct-2024/28-brands-update/ww/promo_bau_hp_ww_04.jpgImage200123 KiB
https://cdn.optimizely.com/js/19181552552.jsScript200110 KiB
https://www.asos.com/assets/fonts/futura-pt/book.1bb391ee.woff2Font20090 KiB
https://assets.adobedtm.com/27207cf31561/ceafee726e6c/launch-160aa9dd03dd.min.jsScript20088 KiB
https://www.asos.com/assets/fonts/futura-pt/bold.11074381.woff2Font20079 KiB
https://www.asos.com/assets/sitechromepublisher/client.sitechrome.ff44b0c974dda4e0489c.jsScript20073 KiB
https://www.asos.com/api/fashion/navigation/v2/tree/navigation?country=CA&lang=en-GB&keyStoreDataversion=7qyyrb1-46XHR20072 KiB
https://ci.asosservices.com/core/shared-libs-4.4.3.min.jsScript20066 KiB
https://js.appboycdn.com/web-sdk/5.9/braze.no-amd.min.jsScript20063 KiB
https://s2.go-mpulse.net/boomerang/KEKMC-5QPEH-Y5FHE-8AH54-JDSN3Script20059 KiB
https://www.asos.com/assets/uilib/content-ui-library-5.0.0-98-a5e21375.cssStylesheet20051 KiB
https://content.asos-media.com/-/media/homepages/unisex/generic-hp/oct-2024/28-brands-update/mw/promo_bau_hp_mw_01.jpgImage20049 KiB
https://www.asos.com/Document20042 KiB
https://content.asos-media.com/-/media/homepages/unisex/generic-hp/oct-2024/28-brands-update/ww/promo_bau_hp_ww_03.jpgImage20042 KiB
https://www.asos.com/assets/images/core/asos-app-icon.pngImage20038 KiB
https://www.asos.com/Document20031 KiB
https://www.asos.com/assets/shared/jquery.d7e52de4.jsScript20030 KiB
https://content.asos-media.com/-/media/homepages/unisex/generic-hp/oct-2024/28-brands-update/mw/promo_bau_hp_mw_03.jpgImage20030 KiB
Analyzing…
running mobile + desktop · ~30s