APMEX

What APMEX does

APMEX is a leading U.S. e-commerce retailer of physical precious metals (gold, silver, platinum, and palladium), founded in 2000 and headquartered in Oklahoma City. The company sells a catalog of 30,000+ SKUs sourced from sovereign mints (U.S. Mint, Royal Canadian Mint, Perth Mint, Royal Mint, Austrian Mint, Mexican Mint) and private mints (PAMP Suisse, APMEX-branded), spanning coins, bars, rounds, rare/vintage coins, jewelry, base metals, and licensed collectibles. Its technology platform is a direct-to-consumer e-commerce storefront (apmex.com) supplemented by iOS/Android mobile apps, featuring real-time spot pricing, customizable price alerts, portfolio tracking, automated recurring purchases (AutoInvest), and authentication tooling such as MintDirect for sealed-from-mint products. The company has processed over $20 billion in cumulative transaction volume across 1.8M+ customers and maintains a 4.9/5 satisfaction rating from 220,000+ verified reviews.

APMEX makes money primarily through the bid-ask spread on precious metals transactions, supplemented by recurring and ancillary streams: self-directed precious metals IRA services, recurring storage fees via wholly-owned subsidiary Citadel Global Depository Services, transaction/financing revenue from The Bullion Card (Visa Signature, 4% metal-back rewards), digital gold fractionalization via OneGold, and a Sell-to-Us buyback program. Distribution is omnichannel: owned e-commerce and mobile apps as primary, a third-party Walmart Marketplace presence, phone sales (800.375.9006), and integrated IRA and storage fulfillment. APMEX has held U.S. Mint Authorized Purchaser status since 2014 — an exclusive tier shared with Deutsche Bank, Scotia Bank, and Fidelitrade — and operates within the Bullion International Group holding company alongside OneGold, Citadel, Manfra Tordella & Brookes, and Bullion.com.

The go-to-market is fundamentally self-serve / product-led: content marketing (Knowledge Center, Market Pulse video), social, mobile push, and a loyalty stack (Bullion Club) drive top-of-funnel acquisition, while pricing transparency (live spot pricing) and low friction (free shipping over $199, no-phone IRA flow) reduce purchase friction. Strategic posture is currently expansionary: APMEX is evaluating a joint venture with Swiss refiner MKS PAMP to build a 100–300 tonne annual U.S. processing/refining facility in Oklahoma City (construction as early as 2027, commercial production targeted mid-2028), driven by record gold prices, U.S. import tariffs on Swiss goods, and analyst projections of gold reaching $5,400/oz by late 2026.

Name

APMEX

Legal name

APMEX LLC

Website

https://apmex.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

APMEX is a leading U.S. e-commerce retailer of physical precious metals (gold, silver, platinum, palladium), serving 1.8M+ individual investors with 30,000+ SKUs across sovereign and private mints, supplemented by IRA, storage, and digital gold services.

Ownership category

akta.pro rank

Product category

Precious Metals E-Commerce Retail

NAICS

Metal Service Centers and Other Metal Merchant Wholesalers (423510)

SIC

Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Precious Metals Bullion & Concentrates Trading (Gold, Silver, PGM) (IMAKAJAD)

Keywords

• Precious metals retail
• Gold and silver bullion
• Platinum palladium dealer
• Precious metals IRA
• Coin and bar sales

Headquarters

HQ city

Oklahoma City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Precious Metals Sales: APMEX generates revenue through the sale of precious metals including gold, silver, platinum, and palladium. Revenue is earned through the spread between the spot price and the ask price (premium) customers pay. Products are sold as coins, bars, rounds, and collectibles with varying premiums based on product type, rarity, and mintage.
2. Precious Metals IRA Services: APMEX offers self-directed precious metals IRA accounts allowing customers to hold physical metals in tax-advantaged retirement accounts. The company generates revenue through product sales into these IRAs and associated services.
3. Sell to Us Program: APMEX purchases precious metals from customers, generating revenue through the spread between the bid price paid to customers and the higher ask price charged to buyers.
4. Storage Services (Citadel): Through subsidiary Citadel Global Depository Services, APMEX offers secure storage solutions for precious metals for a fee, providing recurring revenue from customers who prefer third-party storage over personal custody.
5. Bullion Card Rewards: The Bullion Card offers 4% back in metal on purchases, with a 15,000 bonus points ($150 value) after spending $1,500. The card generates revenue through transaction fees and interest on financed purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

APMEX is an online retailer of physical precious metals (gold, silver, platinum, and palladium) in the form of coins, bars, rounds, and licensed collectibles, drawing inventory from sovereign mints (U.S. Mint, Royal Canadian Mint, The Perth Mint, The Royal Mint, Austrian Mint) and private refiners. The core offering extends beyond bullion sales to include a fully digital self-directed Precious Metals IRA, an AutoInvest automated recurring-purchase program, a Sell to Us® buyback program, secure third-party storage via subsidiary Citadel Global Depository Services, and a Visa Signature credit card (The Bullion Card) with 4% metal-back rewards.

Product overview

APMEX is a leading e-commerce retailer for physical precious metals, operating as a single unified platform that combines an online marketplace with integrated financial services. The core product is the APMEX.com marketplace, which offers gold, silver, platinum, and palladium in coin, bar, and round form from both sovereign mints (U.S. Mint, Royal Canadian Mint, Perth Mint, Royal Mint) and private mints (PAMP, APMEX). The product ecosystem extends beyond pure e-commerce through several integrated modules: APMEX IRA® for self-directed retirement investing, AutoInvest® for dollar-cost averaging, Bullion Club loyalty rewards, The Bullion Card credit card with metal rewards, Sell to Us® for reverse transactions, OneGold for digital fractional metals, and Citadel for secure third-party storage. Additional offerings include MintDirect® for sealed direct-from-mint products, APMEXclusive® for retailer-exclusive limited editions, a vintage and rare coins shop, jewelry, and licensed movie/sports collectibles. The company also operates a mobile app for real-time price tracking and mobile commerce.

Differentiator

Problem solved

Functional benefit

Brands

• MintDirect®: Product certification program for verifying coin condition and authenticity
• APMEXclusive®
• Sell to Us®
• AutoInvest®
• Bullion Club
• The Bullion Card
• OneGold
• Citadel

Products and services

• APMEX.com E-Commerce Platform Primary e-commerce platform enabling customers to buy and sell gold, silver, platinum, and palladium in coins, bars, and rounds, with live spot pricing, portfolio tools, and automated purchasing.
• Gold Bullion Products Gold bullion coins, bars, and rounds from sovereign mints (U.S. Mint, Royal Canadian Mint, Perth Mint, Royal Mint, Austrian Mint, Mexican Mint) and private mints (PAMP Suisse, APMEX-branded), including American Eagles, Maple Leafs, Kangaroos, Britannias, Krugerrands, and APMEX-branded gold products.
• Silver Bullion Products Silver bullion coins, bars, rounds, and junk silver from sovereign and private mints, including American Silver Eagles, Canadian Silver Maple Leafs, Australian Kangaroos, Britannias, and APMEX-branded silver bars and rounds.
• Platinum Bullion Products Platinum bullion coins and bars, including American Platinum Eagles, Canadian Platinum Maple Leafs, Australian Platinum Kangaroos, and APMEX-branded platinum bars.
• Palladium Bullion Products Palladium bullion coins and bars from various sovereign and private mints.
• Rare Coins and Vintage Shop Pre-1933 U.S. gold coins, U.S. rare coins, ancient and medieval coins, world coins, currency, and vintage bullion targeted at collectors.
• APMEX IRA® Self-Directed Precious Metals IRA Self-directed precious metals IRA enabling customers to hold physical gold, silver, platinum, and palladium in a tax-advantaged retirement account. Gold must be 99.5% pure and silver 99.9% pure to qualify.
• AutoInvest® Recurring Purchase Program Automated recurring purchase program that places orders at customer-defined intervals, with free shipping benefits after threshold spend, allowing dollar-cost averaging into precious metals.
• The Bullion Card (Visa Signature) Visa Signature credit card offering 4% back in precious metals on purchases, 0% APR for 12 months, no annual fee, and a 15,000 bonus points ($150 value) after spending $1,500.
• Sell to Us® Buyback Program Program allowing customers to sell gold, silver, platinum, palladium, old jewelry, and silverware to APMEX with quotes available in minutes and quick payments, including separate paths for bullion/numismatics and old jewelry/silverware.
• OneGold Digital Gold Digital gold, silver, and platinum platform that lets investors buy and sell fractional precious metals digitally with lower minimums and premiums than physical products, as an alternative to physical storage.
• Citadel Secure Storage Secure third-party depository storage for precious metals through wholly-owned subsidiary Citadel Global Depository Services, with integrated buyback services and no shipping costs when selling stored metal back to APMEX.
• APMEX Mobile App Native mobile application on iOS and Android providing real-time spot price tracking, push notifications for custom price alerts, market news, portfolio management, and mobile shopping for all precious metals products.
• Bullion Club Loyalty Program Multi-tiered loyalty rewards program that lets members earn metal back on purchases, with increasing benefits at higher tiers for frequent APMEX customers.
• Gold and Silver Jewelry Gold and silver jewelry including chains, bracelets, earrings, pendants, charms, watches, and bezels, as well as investment jewelry.
• 2026 American Eagle Gold and Silver Coins Presale Commemorative 2026 American Eagle gold and silver coins released via APMEX presale to mark the 40th anniversary of the bullion program and the 250th anniversary of the United States.

Quantifiable outcome

• 4.9 out of 5.0 customer satisfaction rating from 220,000+ verified reviews
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• MKS PAMPcoreStrategic or Co-development Partner · 23 January 2026Swiss precious metals refiner MKS PAMP is evaluating strategic options to establish US processing capacity through a potential joint venture with sister company APMEX. Oklahoma City has emerged as a focal point for potential expansion. The planned facility would process an estimated 100-300 tonnes annually, with construction potentially commencing in 2027 and commercial production targeted for mid-2028. The expansion is driven by record gold prices, US import tariffs on Swiss goods, and analyst projections of gold reaching $5,400/oz by late 2026.
• Citadel Global Depository ServicescoreOthersCitadel is a subsidiary of APMEX offering secure storage services for precious metals. APMEX promotes Citadel storage as a safe alternative to home storage, offering protection against theft, physical damage, and loss. No shipping costs when selling stored metals back to APMEX.
• ONEGOLDminorOthersONEGOLD is a subsidiary/integration of APMEX providing digital gold products. Allows customers to buy and sell fractional gold with lower premiums compared to physical products. Part of the Bullion International Group corporate structure.
• United States MintcoreStrategic or Co-development PartnerAPMEX has been an Authorized Purchaser of the U.S. Mint since 2014, placing the company among elite precious metals dealers authorized to purchase directly from the mint alongside Deutsche Bank, Scotia Bank, and Fidelitrade.
• World MintscoreChannel Partner/ Reseller/ DistributorAPMEX distributes products from sovereign mints worldwide including The Perth Mint (Australia), Royal Canadian Mint (Canada), The Royal Mint (UK), Austrian Mint, United States Mint, Mexican Mint, and others. Products include coins, bars, and collectibles.

Scale indicators7 records

Recent moves1 record

Expansion highlights6 records

Direct peers

• JM Bullion: JM Bullion is the largest direct competitor to APMEX in online precious metals retail, offering a nearly identical product catalog (gold/silver/platinum/palladium coins and bars), IRA services, storage, and sell-back programs. It competes head-to-head on price transparency, customer reviews, and authorized-purchaser status.
• SD Bullion: SD Bullion is an online precious metals dealer offering gold, silver, platinum, and palladium products with IRA and storage services. It targets the same retail-investor segment as APMEX with a price-competitive, low-overhead positioning.
• American Hartford Gold: American Hartford Gold is a direct competitor focused on precious-metals IRAs and physical bullion for individual investors. It competes most directly with APMEX's IRA and retirement-focused offerings and has been ranked alongside APMEX on major financial-publication dealer lists.
• Augusta Precious Metals: Augusta Precious Metals is a direct competitor in the precious-metals IRA category, serving US retail investors seeking tax-advantaged retirement holdings in physical gold and silver. It overlaps APMEX's IRA segment with a more education-and-conversion-led sales motion.
• Money Metals Exchange: Money Metals Exchange is an online dealer of gold, silver, platinum, and palladium bullion with a comparable e-commerce catalog, storage services, and IRA offerings. It targets the same self-directed retail investor customer base as APMEX.
• Provident Metals: Provident Metals is an online precious-metals retailer offering gold, silver, platinum, palladium, and numismatic coins with IRA-eligible products. Its catalog breadth and target customer closely overlap APMEX's offering.
• Kitco: Kitco is a long-established precious-metals retailer and market-data provider offering gold, silver, platinum, and palladium bullion and IRAs. Its direct-to-consumer e-commerce and IRA offerings put it in direct competition with APMEX on catalog and storage.
• Goldco: Goldco is a precious-metals IRA specialist serving retail investors looking to hold physical gold and silver in self-directed retirement accounts. It is a frequent co-listed competitor of APMEX on third-party dealer rankings.
• Bullion Exchanges: Bullion Exchanges is an online precious-metals dealer offering gold, silver, platinum, palladium, and numismatic products to retail investors. Its e-commerce catalog and target buyer overlap significantly with APMEX's core online marketplace.

Broad incumbents

• Costco: Costco is a broad retail incumbent that has begun offering gold bars online and was listed alongside APMEX as a top destination for purchasing physical gold. It represents a potential big-box competitor with massive traffic and scale advantages.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/APMEX
• YouTubeyoutube.com/user/apmex
• Facebookfacebook.com/APMEX
• LinkedInlinkedin.com/company/apmex-inc
• Instagraminstagram.com/apmex

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about APMEX