USAMM

What USAMM does

USAMM (d/b/a Armed Forces Super Store) is a private U.S. e-commerce retailer headquartered in Milwaukie, Oregon, with a physical retail store in Killeen, Texas. Founded in 2005, the company specializes in military medals, ribbons, regulation uniforms, badges, tactical gear, and patriotic gifts serving all six U.S. military branches (Army, Navy, Marine Corps, Air Force, Coast Guard, Space Force). Its product catalog exceeds 30,000 SKUs, including hard-to-find commemorative and replacement military awards, and the firm provides customization services such as engraving, uniform tailoring, DD214-based award recreation, and shadow box / display case assembly for veterans' families.

The company is built on a Shopify-based e-commerce platform with proprietary front-end customization tooling, most notably the EZ Rack Builder (allowing customers to assemble regulation medal and ribbon racks across configurations such as thin ribbons, standard medals, and dog tags), the USWAG Builder (for stamping a configured rack onto any catalog product), and a Shadow Box Builder. It also operates an ASU Cap Builder, Air Force/Army Combat Uniform Builders, and a Custom Navy ship-cap configurator. The technology stack is conventional (Shopify, Snowplow analytics, Yotpo reviews, Hextom promotions, Cloudflare) with no disclosed AI/ML components; differentiation is in the product-specific configurators and catalog breadth rather than in core platform technology.

USAMM operates a direct-to-consumer, unit-priced pay-as-you-go revenue model with no subscription tier. Sales occur through the usamm.com Shopify storefront, a Killeen retail store, and phone ordering (1-877-653-9577). Customer segments include active-duty personnel, veterans, military families (driving DD214-based recreation and memorial shadow-box demand), tactical/enthusiast buyers, and patriotic gift shoppers. Marketing is executed via organic social (Facebook, Instagram), YouTube, an email newsletter, a content blog ("The Depot"), and verified-buyer reviews; the company is privately held with no disclosed funding, revenue, or institutional ownership.

Name

USAMM

Legal name

USAMM

Website

https://usamilitarymedals.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

USAMM is a private U.S. e-commerce retailer that sells military medals, ribbons, uniforms, and tactical gear across all six U.S. military branches, serving active-duty personnel, veterans, and their families through a Shopify storefront, proprietary rack-building configurators, and a Killeen, Texas retail store.

Ownership category

akta.pro rank

Headquarters

HQ city

Milwaukie

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Product Sales: USAMM generates revenue primarily through direct-to-consumer online sales of military medals, ribbons, uniforms, tactical gear, and accessories. Products are sold at unit pricing with no subscription required. The company also offers customization services (engraving, tailoring) that add incremental revenue to each transaction.
2. Retail Store Sales: Physical retail store in Killeen, Texas serving walk-in customers during business hours (9-5 CST MON-FRI)
3. Customization and Personalization Services: Revenue generated from personalization services including engraving, custom Navy products, uniform tailoring, and mounting services

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

USAMM is a direct-to-consumer e-commerce and retail company that sells military medals, ribbons, uniforms, tactical gear, military gifts, and awards display products across all U.S. military branches, supported by proprietary online customization tools (EZRackBuilder, USWAG Builder, Shadow Box Builder) and value-added services such as engraving, uniform tailoring and mounting, and DD214-based award recreation. The company distributes through its Shopify storefront at usamm.com and a physical retail store in Killeen, Texas, serving active-duty service members, veterans, military families, and tactical/gift customers in the United States.

Product overview

USAMM is the #1 official full-service e-commerce destination for military medals, ribbons, and uniforms serving all U.S. military branches. The company operates a core portfolio centered on the EZR Rack Builder platform, which includes Thin Ribbons, Standard Military Medals, Shadow Box Builder, and Dog Tags modules, allowing customers to build custom medal racks. Complementary product lines span Dress Uniforms and Combat Uniforms, Uniform Accessories (badges, unit crests, rank insignia), Tactical Gear (pouches, backpacks, footwear), Military Gifts (challenge coins, patriotic merchandise), Awards Display (shadowboxes, display cases), and specialty items like Custom Navy ship caps and the USWAG Builder for customizing inventory items. The company offers over 30,000 products across Army, Navy, Marine Corps, Air Force, Coast Guard, and Space Force.

Differentiator

Problem solved

Functional benefit

Products and services

• Military Medals
• Military Ribbons Military service ribbons available in multiple sizes (thin ribbons, tiny ribbons, standard configurations) for all U.S. military branches, used to build regulation ribbon racks and award displays.
• Uniforms Complete dress uniforms, combat uniforms (ACU/OCP), PT uniforms, uniform coats, shirts, trousers, headwear, and professional uniform services for Army, Navy, Marine Corps, Air Force, Coast Guard, and Space Force.
• Uniform Accessories Badges, unit crests, combat service identification badges, embroidered name/branch tapes, rank and shoulder boards, patches, service stripes, engraved name plates, tailoring and mounting services, and Navy leather nametags used to complete regulation military uniforms.
• Tactical Gear Ammo and utility pouches, backpacks, tactical footwear, tactical gloves, harnesses and vests, knee and elbow pads, and tactical outerwear sold to military personnel and tactical enthusiasts.
• Military Gifts Challenge coins, license plates, patriotic gear t-shirts, home and office items including flags, military drinkware, and golf merchandise targeted at gift shoppers for service members and veterans.
• Awards Display Shadow boxes, display cases, military medal sets, brass engraving plates, commemorative pins, and laser-engraved products for presenting and displaying military awards and memorabilia.
• EZR Rack Builder Proprietary rack builder tool that lets customers customize and order regulation military medal racks, ribbon racks, dog tags, and shadow boxes for all U.S. military branches via an online configurator.
• USWAG Builder Proprietary customization tool that allows customers to stamp their medal rack onto any product in USAMM's inventory with custom text and military-themed artwork from USAMM's library.
• Custom Navy Products Custom Navy ship caps with embroidery of ship class, ship name, hull number, and optional text, plus custom leather name tags, sold to Navy service members and their families.
• DASH Hydrate Sugar-free hydration drink mix endorsed by Medal of Honor recipient Marine Corps Sgt. Dakota Meyer, designed for rapid hydration and elevated performance, sold to military personnel and tactical users.
• Military Drinkware Military-themed drinkware including personalized thermoses, flag flasks, and vintage-style military mugs sold as gifts and personal-use items.

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Medals of America: Direct e-commerce competitor specializing in military medals, ribbons, and replacement awards for all U.S. branches. Closest comparable to USAMM's core awards business and shares the same active-duty and veteran customer base.
• Marlow White Uniforms: Long-standing direct-to-consumer retailer of U.S. military dress uniforms, insignia, and accessories. Overlaps with USAMM's uniforms and uniform accessories lines and serves the same active-duty customer for regulation wear.
• Vanguard Industries: Manufacturer and retailer of military medals, ribbons, and regalia with custom services. Comparable to USAMM's awards and customization offerings for all branches.
• Grunt Style: Veteran-founded patriotic apparel and military-themed merchandise brand. Comparable in military-themed gifts, t-shirts, and drinkware — areas where USAMM's patriotic gear and gift lines compete.

Broad incumbents

• AAFES / Military Exchange: Official U.S. military retail exchange system selling uniforms, awards, and tactical goods to active-duty personnel on base. A large incumbent in the same end-market, though not a niche specialist.
• OpticsPlanet: Large online tactical and military gear retailer carrying uniforms, tactical apparel, and accessories. Overlaps with USAMM's tactical gear and uniforms categories but across a much broader catalog.
• Propper International: Established manufacturer and retailer of military and tactical uniforms (BDU, ACU/OCP). Comparable in the uniform and tactical apparel categories where USAMM also competes.
• Tru-Spec (Atlanco): Brand of tactical and military apparel including combat uniforms and PT gear. Competes with USAMM's combat and PT uniform offerings in the same active-duty channel.

Emerging players

• Army Surplus World: Online retailer of military surplus, tactical gear, and uniforms for civilian and veteran buyers. Adjacent peer in tactical gear and uniform categories but with less focus on regulation awards.

Others

• RallyPoint: Online military community platform with marketplace integrations for veteran services and gear. Adjacent rather than directly competing, but represents a potential community/channel partner for USAMM's military customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/USAMMStudios
• Facebookfacebook.com/usamilitarymedals
• Instagraminstagram.com/usamm_official
• LinkedInlinkedin.com/company/usa-military-medals

Revenue estimate

Valuation estimate

Number of profiles

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 USAMM