Agentic Commerce Protocol Brand Verification and Verification Badges
Agentic Commerce Protocol Brand Verification and Verification Badges
Brands can now verify ownership of their feeds through domain validation and receive verified badges in the directory, helping AI agents identify authentic product data sources and build trust in agentic commerce.
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The Trust Problem in Agentic Commerce
As AI agents become the primary discovery mechanism for products, a critical question emerges: How can agents distinguish between authentic brand feeds and potentially misleading or unauthorized data sources?
Unlike traditional e-commerce where customers visit a brand's official website directly, agentic commerce relies on aggregated product feeds from multiple sources. This creates a new challenge: ensuring AI agents surface products from verified, legitimate sources rather than unauthorized resellers, scrapers, or even counterfeit listings.
Today, we're solving this with ACP Brand Verification — a domain-based authentication system that gives verified brands a trusted badge in the GXO Feeds directory and helps AI agents prioritize authentic sources.
What Is Brand Verification?
Brand Verification is a process where brands prove ownership of their domain and product feeds through cryptographic validation. Once verified, brands receive a verified badge (✓) next to their name in the GXO Feeds directory, signaling to AI agents that this is an official, authoritative source.
The verification process involves:
1. Domain Ownership Proof
Brands add a verification token to their website (via DNS TXT record or HTML meta tag) to prove they control the domain.
2. Feed Authenticity Validation
GXO validates that the product feed originates from the verified domain, ensuring the catalog matches the brand's official website.
3. Ongoing Verification Checks
Verification status is periodically re-validated to ensure it remains current and accurate.
Why Verification Matters
For AI Agents
AI agents need reliable signals to determine which product feeds are authoritative. A verified badge provides that signal:
Trust Indicator: Verified brands are more likely to have accurate, up-to-date product data
Source Priority: Agents can prioritize verified sources when multiple feeds exist for the same brand
Data Quality: Verified brands typically maintain higher data quality standards
Compliance: Verified brands are more likely to comply with ACP specifications
For Brands
Verification offers significant benefits:
Increased Visibility: Verified brands are prioritized in AI agent search results
Brand Protection: Prevents unauthorized resellers or scrapers from claiming your brand identity
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GXO automatically checks your domain for the verification token within minutes. Once validated, your brand receives the verified badge instantly.
Verification Status Levels
Brands can achieve different verification levels:
✓ Verified (Green Badge)
Domain ownership confirmed
Product feed originates from verified domain
Active ACP-compliant feed
Best Status: Full trust and priority in AI agent results
⚠️ Pending Verification (Yellow Badge)
Verification request submitted
Waiting for domain validation
Temporary status while verification completes
❌ Unverified (No Badge)
No verification attempted
Standard listing in directory
Lower priority in AI agent search results
Maintaining Verification
Once verified, brands need to maintain their status:
Active Requirements
Valid DNS/HTML Verification Token: Must remain present on your domain
Active Product Feed: Must maintain an ACP-compliant feed
Domain Ownership: Must retain control of the verified domain
Re-verification
Verification status is automatically re-checked:
Weekly: Automated validation checks
After Domain Changes: If your domain configuration changes
Manual Refresh: You can request a re-verification at any time
If verification fails (e.g., token removed), the verified badge is automatically removed, and the brand reverts to unverified status.
Verification Best Practices
To maintain your verified status:
Use DNS TXT Records: More reliable than HTML meta tags
Don't Remove Tokens: Keep your verification token in place
Monitor Status: Check your verification status regularly in the dashboard
Update Promptly: If you change domains, re-verify immediately
Contact Support: Reach out if verification fails unexpectedly
The Future of Trust in Agentic Commerce
Brand verification is just the beginning of our trust infrastructure for agentic commerce. Upcoming enhancements include:
Multi-Domain Verification: Verify multiple domains for the same brand
Subdomain Verification: Verify specific product subdomains
Enhanced Badges: Different badge levels for different verification types
Analytics: Track how verification impacts your visibility in AI agent results
As agentic commerce matures, establishing trust through verification will become increasingly important. Verified brands will have a significant competitive advantage in AI-powered discovery.
Get Verified Today
If you're a brand selling products online, verification is a simple way to establish trust with AI agents and increase your visibility in agentic commerce. The process takes just a few minutes, and the benefits are immediate.
