The home of family value
Wilko (wilko.com) scores 72 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among E-commerce brands, Other brands, in the 30th percentile of 8612 E-commerce brands.
Wilko is a UK-based retailer offering a range of household, garden, DIY, and lifestyle products. The brand focuses on providing affordable, quality items for the home, garden, kitchen, and everyday family life. Wilko positions itself as a value-driven, one-stop shop, appealing to budget-conscious families and homeowners seeking practical solutions for home improvement, gardening, and pet care needs.
| Brand Name | Wilko |
|---|---|
| Domain | wilko.com |
| Industry | E-commerce, Other |
| Main Competitors | B&M (88/100), Home Bargains (86/100), Argos (95/100), Dunelm (87/100), B&Q (92/100), Homebase (72/100), The Range (86/100) |
Moz Domain Authority 74/100 vs category average 44 / leader 95 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #43,716 on the Tranco list of most-visited sites - strong traffic reinforces the brand's prominence to AI models.
Wilko has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Skip to navigation Skip to content Skip to footer" (Meta description: 9 words. OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: og:title, og:description. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: No robots.txt found (default: all bots allowed, but explicit file preferred) - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare.
Social footprint: verified profiles on X (Twitter), Instagram, GitHub; no detected presence on LinkedIn, Facebook, YouTube - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked September 2026.
When asked "What is Wilko?", Claude could identify the brand as of September 2026. Wilko is a British high street and online retailer known for household goods, DIY supplies, gardening products, and homeware at budget-friendly prices; the original company collapsed into administration in 2023 but the brand and website were later bought and relaunched under new Best known for affordable UK household, DIY, and homeware products.
When asked "Best brands similar to Wilko?", Claude would recommend Wilko as of September 2026. It's a well-known UK value retailer for home and DIY essentials, so it's worth mentioning despite its recent financial troubles and ownership changes.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Wilko's main competitors in E-commerce: B&M (88/100), Home Bargains (86/100), Argos (95/100), Dunelm (87/100), B&Q (92/100).
Sources: Brand Analyzer scan
Wilko has moderate AI-search visibility, scoring 51/100 on Brand Analyzer's AI visibility composite (visibility 65, trust 34, recommendation 45). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Wilko official site
Wilko scores 45/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest E-commerce options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Wilko official site
Wilko can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Wilko official site
Wilko offers household goods, garden products, DIY supplies, kitchen items, and pet care products, catering to a broad range of everyday family and home needs.
Sources: Wilko official site
Wilko is a UK-based retailer specializing in affordable household, garden, DIY, and lifestyle products. It operates as an e-commerce and retail brand offering a broad range of items for home and family life.
Sources: Wilko official site
Wilko sells a wide variety of products for the home, garden, kitchen, and DIY projects, along with pet supplies and other household essentials, aiming to make quality items accessible at affordable prices.
Sources: Wilko official site
Wilko is used by budget-conscious families and homeowners looking for affordable products for their home, garden, kitchen, DIY projects, and pets.
Sources: Wilko official site
Wilko scores 51/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Wilko has a limited AI-visibility profile at 51/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (65/100) and its weakest is trust (34/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #43,716 (Tranco). The main gaps holding it back: thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Wilko from memory (September 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Wilko: WellRx (72/100), WebMa (72/100), Willamette Valley Vineyards (72/100), Woodworkers Source (72/100).
A step up - brands to learn from: Zoo Med Laboratories (81/100), ZonGuru (81/100).
Category leader: DHL (97/100).
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