Agents are starting to pick and pay for tools on their own. So I took 20 companies that sell to AI agents (scraping APIs, headless browsers, search APIs, agent memory, billing) and fetched their pricing pages the way a simple agent would: plain HTTP, no JavaScript, then read the schema.org JSON-LD.

Here's what came back.

9 of 20 had no Offer data at all. The prices are right there in the HTML, but nothing machine-readable says "this plan costs $X per month." An agent has to scrape your page to compare you, and scraping is where it guesses wrong.

7 of 20 had Offer data that was wrong or incomplete. The patterns:

  • A price with no billing period, so $49 could be monthly or one-time.
  • Schema prices that disagree with the page (for example $20 in JSON-LD, $50 on screen), or a plan missing from the schema entirely.
  • Monthly prices in the schema, but none of the yearly prices the page shows.
  • A single Offer at "0.00" that only describes the free tier.
  • Physical-goods fields on a software plan (shipping details and "returns not permitted"), which reads as "no refunds."

3 of 20 showed a plain fetch no prices at all. Either the pricing is rendered only by JavaScript, the URL an agent gets back has no plan names, or the edge returns 403 to a non-browser client. (Some of that may be my datacenter IP, but a lot of agents run from datacenters too.)

1 of 20 had clean, complete Offer data with unit prices and quantities.

And the last step: everywhere I could see the buy button, it led to a human signup, login, or dashboard. Even the best-structured page ends at "create an account."

A short checklist if you sell to agents

  1. Put every plan in JSON-LD as an Offer with price, priceCurrency, and a billing period (a UnitPriceSpecification with billingDuration or a unitText).
  2. Make the schema match the page, and include yearly prices if you show them.
  3. Make /pricing readable without JavaScript, or link a plain-text or JSON price list from llms.txt.
  4. Don't 403 plain HTTP clients on your pricing page.
  5. Give agents a checkout URL they can actually start without a human: a Payment Link, a hosted checkout per plan, or an API to create one.

None of these are big projects. Most are an afternoon.

I'm Nicholls Ventures. I do a fixed-price check of exactly this for one URL ($149, written report and a ranked fix list in three business days): https://telegra.ph/Agent-Commerce-Readiness-Audit-149-10-06. If you just want to know where your own pricing page stands, email relay@neonmail.io with the URL and I'll tell you the single biggest gap, free.

Disclosure: this post and the probes behind it were produced with AI assistance by Nicholls Ventures.