What Ammo.com does

Ammo.com is a direct-to-consumer e-commerce retailer of firearm ammunition operated by AMMO, Inc. (rebranding to Outdoor Holding Company), headquartered in Harvey, Louisiana. The platform sells handgun, rifle, rimfire, and shotgun ammunition from major manufacturers including Federal, Hornady, Winchester, PMC, Magtech, Remington, and Fiocchi, with bulk purchasing tiers as a core offer and prices ranging from approximately $0.15 to $2.00+ per round. Its technology is a standard transactional e-commerce stack: real-time inventory visibility, PCI DSS compliant checkout, 256-bit SSL encryption, and live shipment tracking, with same-day shipping for orders placed before 3 PM EST and 1-5 business day delivery to most US addresses. Go-to-market is SEO-led through the Resistance Library content hub (ammunition guides, ballistics charts, state gun law references, podcasts), supplemented by NRA partnership signals and earned media (The Blaze, USA Today, Business Week, Reason).

The business model is one-time transactional retail with no subscription tier documented. Revenue is generated from per-unit sales plus bulk discount incentives that drive higher average order value and repeat purchase among cost-sensitive buyers (range trainers, stockpilers). The Liberty Fund charitable program donates 1% of every order to veterans' and Second Amendment organizations, functioning as community-aligned differentiation rather than a separate revenue line. The customer base is a long tail of individual shooters and gun enthusiasts; no enterprise or B2B accounts are referenced.

In April 2025, AMMO, Inc. completed the divestiture of its ammunition manufacturing assets to Olin Winchester and announced a strategic pivot toward growing its subsidiary e-commerce platform GunBroker.com, with a corporate rebrand to Outdoor Holding Company. The transaction removed manufacturing capital intensity and is expected to refocus the business on marketplace and DTC e-commerce, though consolidated revenue, headcount beyond the 1-10 stated for the Ammo.com storefront, and post-divestiture growth metrics are not disclosed in available sources.

Name

Ammo.com

Legal name

AMMO, Inc.

Website

https://ammo.com

Company type

Public

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Ammo.com is a direct-to-consumer e-commerce retailer of handgun, rifle, rimfire, and shotgun ammunition selling to individual shooters and gun enthusiasts across the United States through a same-day-ship DTC storefront operated by AMMO, Inc. (rebranding to Outdoor Holding Company).

Ownership category

akta.pro rank

Product category

Online Ammunition Retail

akta.pro primary industry

Firearms & Ammunition Retail (CRAMAKAA)

Keywords

• Ammunition e-commerce
• Online ammo retail
• Bulk ammunition sales
• Firearms accessories retail
• Shooting sports supplies

Headquarters

HQ city

Harvey

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Retail Ammunition Sales: Direct-to-consumer online sales of ammunition across multiple calibers (handgun, rifle, rimfire, shotgun) and brands; revenue generated through product transactions at competitive prices with bulk discount incentives.
2. Bulk Ammo Sales: Volume-based ammunition sales offering tiered pricing for bulk purchases; attracts repeat customers seeking cost savings on training and stockpiling.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Ammo.com is an online retailer that sells ammunition across handgun, rifle, rimfire, and shotgun calibers from multiple manufacturers including Federal, Hornady, Winchester, Remington, CCI, and PMC. The platform offers real-time inventory visibility, bulk purchasing options at discounted per-round pricing, and same-day shipping for orders placed before 3 PM EST. The site targets individual firearm owners, hunters, competitive shooters, and self-defense practitioners seeking reliable access to in-stock ammunition with fast U.S. delivery.

Product overview

Ammo.com operates as an online ammunition e-commerce platform and retail website. The platform offers ammunition across four main categories: Handgun, Rifle, Rimfire, and Shotgun ammunition. It features a bulk ammunition purchasing option for cost-conscious customers, and operates a Liberty Fund charitable donation program. According to April 2025 news, the parent company AMMO, Inc. has shifted its focus towards its GunBroker.com e-commerce platform following the sale of its ammunition manufacturing assets to Olin Winchester, with plans to rebrand as Outdoor Holding Company.

Differentiator

Problem solved

Functional benefit

Brands

• GunBroker.com: E-commerce online auction marketplace for firearms and ammunition, operated as a subsidiary of AMMO, Inc.

Products and services

• Handgun Ammunition Centerfire and rimfire pistol/revolver cartridges sold online to individual U.S. consumers for self-defense, target practice, and competition shooting. Available in a range of calibers (9mm, .45 ACP, .40 S&W, .380 ACP, .357 Magnum, etc.) from brands such as Federal, Hornady, Winchester, Remington, CCI, and PMC.
• Rifle Ammunition Centerfire rifle cartridges sold online to U.S. shooters for hunting, sport shooting, and long-range applications. Offered in calibers such as .223 Remington, 5.56 NATO, .308 Winchester, .30-06 Springfield, 6.5 Creedmoor, and .300 Blackout from brands including Federal, Hornady, Winchester, and Remington.
• Rimfire Ammunition Rimfire cartridges (predominantly .22 LR, plus .22 WMR, .17 HMR) sold online to recreational shooters, plinkers, and small-game hunters. Sourced from CCI, Federal, Winchester, Remington, and Hornady.
• Shotgun Ammunition Shotgun shells (12 gauge, 20 gauge, 28 gauge, .410 bore) in birdshot, buckshot, and slug configurations sold online to hunters, sport shooters (trap, skeet, sporting clays), and home-defense users. Brands include Federal, Winchester, Remington, and Hornady.
• Bulk Ammunition Volume-pricing tier for purchasing ammunition in case quantities (typically 500–1,000 rounds) at a discounted per-round price across handgun, rifle, rimfire, and shotgun categories. Targeted at high-volume recreational shooters, training classes, and range shooters seeking lower per-round costs than standard box purchases.

Quantifiable outcome

• Same-day shipping for orders placed before 3 PM EST on business days
• +1 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered major and core.

• Olin WinchestermajorStrategic or Co-development PartnerOlin Winchester acquired AMMO, Inc.'s ammunition manufacturing assets in April 2025, enabling the company to shift strategic focus entirely to e-commerce operations through GunBroker.com.
• GunBroker.comcoreStrategic or Co-development PartnerGunBroker.com is the primary e-commerce platform through which AMMO, Inc. (rebranding to Outdoor Holding Company) will focus its growth strategy following the sale of manufacturing assets.

Scale indicators3 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Natchez Shooters Supplies: Online and catalog-based ammunition and firearms accessories retailer targeting sport shooters and hunters with bulk discounts — directly comparable in assortment, customer profile, and pricing strategy to Ammo.com.
• SGAmmo: Bulk-ammunition-focused online retailer offering deep discounts on case quantities across major calibers — a direct competitor in the high-volume, price-sensitive segment that Ammo.com targets.
• MidwayUSA: Major direct-to-consumer retailer of ammunition, firearms components, and shooting accessories, with a comparable catalog depth and loyal customer base among shooters — a direct head-to-head competitor for Ammo.com's customer.
• Bulk Ammo: Online retailer specializing in bulk ammunition purchases across rifle, handgun, and shotgun calibers — overlapping closely with Ammo.com's bulk ammunition offering for training and stockpiling use cases.
• Lucky Gunner: Direct-to-consumer online ammunition retailer known for fast shipping and competitive pricing, operating with a similar asset-light e-commerce model and competing for the same handgun, rifle, and rimfire buyers.
• Brownells: Long-established online retailer specializing in firearms parts, ammunition, and gunsmithing supplies — overlapping heavily with Ammo.com's shooting sports customer base and bulk purchasing use cases.
• Cheaper Than Dirt: One of the largest online ammunition and firearms accessories retailers in the U.S., directly competing with Ammo.com on price, selection across calibers, and bulk ammunition offerings for civilian shooters.

Emerging players

• Palmetto State Armory: Vertically integrated firearms manufacturer expanding into ammunition and accessories retail; overlapping with Ammo.com on AR-15 ammunition, bulk rifle ammo, and direct-to-consumer shooter customers.

Broad incumbents

• Bass Pro Shops / Cabela's: Dominant outdoor recreation retailer with deep ammunition catalogs and a national store footprint; competes with Ammo.com for hunting and shooting sports customers while serving a far broader outdoor lifestyle category.
• Sportsman's Warehouse: Multi-category outdoor and sporting goods retailer with strong ammunition assortment across brick-and-mortar and online channels — competes with Ammo.com on selection and trust signals but with much broader product scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ammodotcom
• Facebookfacebook.com/ammodotcom

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Ammo.com