Asset Marketing Services

Name

Asset Marketing Services

Legal name

Asset Marketing Services, LLC

Website

https://amsi-corp.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Collectible Coins and Numismatics

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Coins, Currency & Bullion Collectibles Retail (Numismatics) (CRALAGAF)

akta.pro secondary industry

Collectibles & Trading Cards Distribution (CRAOAMAC)

Keywords

• Collectible coin retail
• Numismatic products
• Precious metals bullion
• Coin authentication grading
• Direct-to-consumer collectibles

Headquarters

HQ city

Eagan

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Collectible Coin and Numismatic Sales: AMS generates revenue through the direct sale of collectible coins, currency, and other numismatic products to consumers. This includes vintage coins, modern issues, precious metals products, and exclusive collector items. Products range from ancient artifacts dating back 2,000+ years to modern mint releases. The company also sells sports memorabilia and vintage advertising under the Collectors Limited brand (acquired in 2022).
2. Bullion Product Sales: AMS sells bullion items including ungraded silver, gold, platinum or palladium legal tender coins, and silver, gold, platinum or palladium bars or rounds. These are marketed as 'bullion items' prior to customer purchase. Bullion items are priced based on market conditions and are non-returnable, non-cancellable after purchase.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Asset Marketing Services is a direct-to-consumer retailer of collectible coins, numismatics, and bullion products operating multi-brand e-commerce platforms led by GovMint.com, with ModernCoinMart and LPM.hk as additional storefronts. The company sources rare and unique coins globally through exclusive partnerships with sovereign mints (Royal Mint, South African Mint, U.S. Mint), offers authentication and grading via PCGS and NGC partnerships, and delivers personalized sales service through dedicated Collector Sales teams and a concierge program.

Product overview

Asset Marketing Services (AMS) operates a multi-brand direct-to-consumer platform for collectibles, primarily focused on coins and numismatics. The core offering centers on GovMint.com as the flagship e-commerce brand, supplemented by ModernCoinMart and LPM.hk (both transitioned to A-Mark ownership in 2024), along with Scarce & Unique as a brand name. The product portfolio spans rare and collectible coins (ancient to modern), bullion (gold, silver, platinum, palladium), in-house branded collectible rounds, sports memorabilia (Collectors Limited brand), and authentication/grading services through PCGS and NGC partnerships. The company also develops exclusive products with global mints such as The Royal Mint, South African Mint, and U.S. Mint. Core products include vintage U.S. gold coins, sovereign mint releases (Krugerrands, Maple Leafs, Eagles), and proprietary innovations like the Silver Cursed Aztec Round and Fairmont Collection Reserve+.

Differentiator

Problem solved

Functional benefit

Products and services

• GovMint.com Flagship direct-to-consumer e-commerce platform of Asset Marketing Services, specializing in rare and collectible coins, modern numismatic products, and bullion, with AI assistants for customer service.
• ModernCoinMart (MCM) Online retail platform for collectible coins and numismatic products; transitioned to A-Mark Precious Metals ownership in February 2024.
• LPM.hk Asia-focused online retail platform for coins and numismatics operated by LPM Group Limited; transitioned to A-Mark ownership in February 2024.
• Collectors Limited Sports memorabilia and vintage advertising brand offering collectible products outside the core coins and numismatics category.
• Coin and Numismatic Products Core product category including Canadian Maple Leafs, American Gold & Silver Eagles, Pre-Civil War Gold, Walking Liberties, Gold Buffaloes, Australian Wedge-Tail Eagles, China Pandas, Krugerrands, ancient coins dating back 2,000+ years, and vintage/modern collectible coins.
• Bullion Products Precious metals products including gold, silver, platinum, and palladium coins, bars, and rounds. AMS is a licensed Bullion Products Dealer with the Minnesota Department of Commerce.
• Coin Authentication and Grading Services Authentication, grading, and encapsulation services delivered through partnerships with PCGS and NGC, including special designations and signature labels for exclusive collections.
• The Fairmont Collection Reserve+
• Limited Edition 2024 Gold Krugerrand Proof
• The Lion and The Eagle Gold and Silver Coins
• Liberty and Britannia Gold and Silver Proofs
• Silver Cursed Aztec Round

Quantifiable outcome

• Complete sellout expected generating millions in revenue for major product launches
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and strategic.

• The Fairmont CollectioncoreChannel Partner/ Reseller/ Distributor · 1 April 2024AMS was selected as the Official Distributor for The Fairmont Collection Reserve+, an extraordinary hoard of vintage U.S. gold coins over a century old. Coins are authenticated, graded, and encapsulated by PCGS with + designation.
• South African MintcoreStrategic or Co-development Partner · 5 February 2024AMS was selected as the official distributor for the 2024 Oom Paul Press Gold Krugerrand Proof - the final gold Krugerrands to be minted on the historic press. AMS has worldwide exclusivity on these coins. The press struck the first-ever Krugerrands in 1967.
• David J. RyderstrategicStrategic or Co-development Partner · 22 February 2022Former Director of the U.S. Mint (34th and 39th) serves as exclusive ambassador and strategic advisor for AMS. Ryder provides insight on product development and international markets. His projects generated $5.4B+ revenue for U.S. Mint in 2021.
• The Royal MintcoreStrategic or Co-development PartnerAMS partnered with The Royal Mint to develop and distribute exclusive products including The Lion and The Eagle Proof coins (approved by King Charles III) and Liberty and Britannia designs. The Royal Mint is the world's largest export mint with over 1,100 years of history.
• PCGS (Professional Coin Grading Service)coreTechnology or IntegrationAMS partners with PCGS, one of the leading third-party coin grading services in the world, to authenticate and grade coins. Coins in exclusive collections like Fairmont Collection Reserve+ receive PCGS grading with + designation.
• NGC (Numismatic Guaranty Corporation)coreTechnology or IntegrationAMS partners with NGC as one of the two largest global grading services to ensure authenticity and provenance of collectible coins.
• Smithsonian InstitutionstrategicStrategic or Co-development PartnerAMS is a proud partner of the Smithsonian Institution, granting access to their rich history and full collection to co-develop exclusive elite numismatic programs and coin series.
• National Park ServicestrategicStrategic or Co-development PartnerAMS partners with the National Park Service to co-develop exclusive elite numismatic programs and coin series leveraging the NPS's historical collections.
• Stack's BowerscoreStrategic or Co-development PartnerAMS partnership with Stack's Bowers Gallery (major auction house) enables the company to locate items collectors seek and even uncover treasures they didn't realize they desired.

Scale indicators6 records

Recent moves12 records

Expansion highlights6 records

Broad incumbents

• Heritage Auctions: The world's largest collectibles auction house with deep numismatics categories. While auction-based rather than fixed-price retail, it competes with AMS for the same collector dollars and for sourcing rare inventory.
• A-Mark Precious Metals: Publicly traded precious-metals company and AMS's parent/affiliate post-2024. Operates a much broader portfolio (wholesale bullion, financing, mint operations) and now owns the LPM and MCM brands that AMS previously controlled.

Direct peers

• GreatCollections: Online auction and direct-sale platform specializing in certified U.S. coins, competing for the same modern and vintage U.S. coin collectors AMS serves via GovMint.
• Goldline: Long-standing precious-metals dealer selling gold, silver, and rare coins direct-to-consumer. Competes with AMS for both bullion investors and collectible-coin buyers.
• APMEX (American Precious Metals Exchange): Largest U.S. online precious-metals and collectible-coin retailer, offering bullion and numismatic products direct-to-consumer. Directly comparable to AMS in core product mix, customer base, and DTC channel strategy.
• Monex Precious Metals: Precious-metals dealer offering coins, bars, and IRAs to retail investors and collectors. Overlapping product catalog and target customer base make it a close comparable to AMS.
• Provident Metals: Online precious-metals and coin retailer offering bullion and numismatic products to collectors and investors. Comparable in product mix, customer base, and e-commerce-led GTM.
• JM Bullion: Major online retailer of precious-metals bullion and collectible coins serving both investors and collectors. Competes head-to-head with AMS/GovMint in DTC coin and bullion distribution.
• Stack's Bowers Galleries: Premier numismatic auction house and AMS partner. Competes in rare-coin sourcing and collector relationship management, offering an alternative channel to AMS's fixed-price retail.

Emerging players

• Scottsdale Mint: Private mint producing proprietary silver/gold rounds and bars that compete with AMS's in-house branded rounds (e.g., Silver Cursed Aztec). Acts as both a partner and competitor in branded collectibles.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/asset-marketing-services-llc
• Xx.com/assetmarketing
• Facebookfacebook.com/govmint

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries4 records

Funding overview

Funding rounds1 record

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 Asset Marketing Services