True Shot

What True Shot does

True Shot Ammo is a private e-commerce ammunition and firearms accessories retailer founded in 2016 and headquartered in Tempe, Arizona. The company sells pistol, rifle, shotgun, and rimfire ammunition from manufacturers including PMC, CCI, Winchester, Federal, Fiocchi, Magtech, and Sellier & Bellot, alongside accessories, optics, magazines, and gear. The storefront is built on Shopify e-commerce infrastructure with Zoho SalesIQ handling live chat support, and the catalog spans 1,557 product listings including 642 ammunition SKUs and 148+ proprietary bundle deals. A physical retail location in Tempe supplements the online channel, and the company self-describes as one of the largest ammunition dealers in the United States.

The business model combines multiple revenue streams: per-round and bulk-case ammunition retail, proprietary bundle configurations that pair ammunition with accessories such as optics, range bags, and triggers, time-limited flash sales, accessories and gear sales, and a wholesale program. Recurring revenue is generated through the $99/year Shooters Preferred membership, which offers free shipping on orders up to $1,500. Customer segments include individual range shooters, hunters, law enforcement, military, and first responders, with dedicated Industry Pro and First Responders discount programs supporting verified professional buyers.

Go-to-market is primarily direct-to-consumer via the Shopify storefront, supported by content marketing through the True Shot Academy blog (73+ educational articles), social media presence on Instagram and YouTube, email and SMS promotional campaigns, and event participation including the Arizona Firearms Festival with Ducks Unlimited. The company is led by President and CEO Kyle Read, with a small executive team including a CIO and COO, and has been recognized on the Inc. 5000 list and as one of Arizona's top companies. The business operates as an independent, privately-held company with no disclosed institutional backing.

Name

True Shot

Legal name

True Shot Ammo

Website

https://trueshotammo.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

True Shot Ammo is a private Tempe, Arizona-based e-commerce retailer selling pistol, rifle, shotgun, and rimfire ammunition alongside firearms accessories and bundles, serving individual shooters, hunters, and law enforcement professionals across the United States through a Shopify storefront and a physical retail location.

Ownership category

akta.pro rank

Product category

Ammunition Retail

SIC

Ordnance & Accessories, (No Vehicles/Guided Missiles) (3480)

akta.pro primary industry

Firearms & Ammunition Retail (CRAMAKAA)

akta.pro secondary industries

Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection) (CRAMAKAG), Hunting Accessories & Field Gear Retail (Calls, Decoys, Blinds, Game Cameras) (CRAMAKAE)

Keywords

• Ammunition retail
• Firearms accessories
• Shooting sports supplies
• Ammunition e-commerce
• Hunting and shooting gear

Headquarters

HQ city

Tempe

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Ammunition Retail: Primary revenue stream from selling ammunition across multiple calibers (pistol, rifle, shotgun, rimfire) from various manufacturers. Products sold in individual boxes and bulk quantities with per-round pricing.
2. Firearms Accessories & Gear: Sale of magazines, optics, holsters, flashlights, bags, knives, cleaning kits, triggers, and other shooting accessories. Includes proprietary True Shot branded merchandise and apparel.
3. Bundle Deals: Curated packages combining complementary products (magazines + ammo, optics + ammo, bags + ammo) at discounted prices, increasing average order value and providing perceived savings.
4. Flash Sales: Limited-time deals on select products with deep discounts, creating urgency and driving traffic, with inventory rotating frequently.
5. Shooters Preferred Membership: Annual subscription at $99/year providing free shipping on all orders up to $1500, creating predictable recurring revenue and customer retention.
6. Wholesale & Pro Deals: Special pricing programs for industry professionals, first responders, and wholesale customers, enabling bulk purchasing relationships.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

True Shot Ammo is a direct-to-consumer ammunition and firearms accessories retailer. The company sells pistol, rifle, shotgun, and rimfire ammunition from major manufacturers (PMC, Winchester, Magpul, Federal, Fiocchi, Maxxtech, Sellier & Bellot, CCI) via a Shopify e-commerce storefront and a physical store in Tempe, AZ, with bundled accessory-and-ammo packages and a free-shipping subscription membership.

Product overview

True Shot Ammo operates as an online ammunition and firearms accessories retailer offering a diverse product portfolio centered around ammunition sales across pistol, rifle, shotgun, and rimfire calibers. The core offering includes direct ammunition purchases and proprietary Bundle Deals combining magazines, optics, lights, bags, triggers, and accessories with ammunition at discounted package pricing. Supporting products include the Shooters Preferred annual membership (free shipping subscription), Flash Sales for limited-time deals, and the True Shot Academy educational blog. The company functions as a multi-brand distributor carrying third-party ammunition brands (PMC, Magtech, Fiocchi, Maxxtech, Winchester, Federal, Sellier & Bellot) alongside accessories from Holosun, Magpul, Glock, Streamlight, and other firearms equipment manufacturers.

Differentiator

Problem solved

Functional benefit

Brands

• Shooters Preferred: Free shipping membership program offering free shipping on all orders up to $1500 for $99 per year.
• True Shot Academy

Products and services

• Ammunition (Pistol, Rifle, Shotgun, Rimfire)
• Firearms Accessories & Gear
• Shooters Preferred Membership
• Magazine Bundles
• Optic Bundles
• Trigger Bundles
• Bag Bundles
• Other Bundles (Knife, Armor, Cleaning, Chronograph, Upper Receiver)

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• PMC (Poongsung)coreTechnology or IntegrationPrimary ammunition brand partner with extensive product listings including PMC X-TAC, Bronze, and StarGun product lines across multiple calibers. Featured brand with dedicated category pages and promotional events including PMC Week flash sales.
• CCI (California Cartridge, Inc.)coreTechnology or IntegrationMajor rimfire and pistol ammunition brand featured on site with products including Blazer 9mm and CCI ammunition. Regular promotional featuring through product reviews and deals.
• Magpul IndustriescoreTechnology or IntegrationStrategic accessories partner providing PMAG magazines, bipods, and gear. Multiple exclusive co-branded bundle deals including True Shot x Magpul PMAG 30 M2 bundles. Featured brand with prominent placement on site.
• Holosun TechnologiescoreTechnology or IntegrationPrimary optics partner with extensive red dot sight product line including 507C, 507K, 510C, EPS series. Multiple exclusive optic bundles featured prominently with in-store-only sale events.
• GlockminorChannel Partner/ Reseller/ DistributorPartnership for Glock brand products including Glock multipurpose backpacks, Glock 43X/48 magazines, and Glock-related accessories and bundle deals.
• WinchestercoreTechnology or IntegrationMajor ammunition brand with wide product selection including White Box, Super Suppressed .22 LR, and Super-X rimfire lines. Featured in ammunition categories.
• FiocchicoreTechnology or IntegrationItalian ammunition manufacturer with products including Fiocchi Range Dynamics .223 REM and 5.7x28mm. Featured brand on homepage banners.
• MaxxtechcoreTechnology or IntegrationPopular budget ammunition brand frequently featured in bundle deals and flash sales. Products include 9mm FMJ in multiple grain weights.
• Arizona Firearms Festival / Ducks UnlimitedcoreStrategic or Co-development PartnerCo-hosting the Arizona Firearms Festival with Ducks Unlimited Firearms Frenzy raffle. Event scheduled for November 14th featuring vendor presence, giveaways, and community engagement.
• ShopifycoreTechnology or IntegrationE-commerce platform powering the True Shot Ammo online storefront, enabling product listings, inventory management, and order processing.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Palmetto State Armory: Palmetto State Armory is a vertically integrated firearms and ammunition manufacturer-retailer selling its own brands plus third-party ammo and accessories direct to consumers. It competes with True Shot on ammunition assortment, bundle pricing, and enthusiast community building.
• Ammo.com: Ammo.com is a large direct-to-consumer online ammunition marketplace selling pistol, rifle, shotgun, and rimfire ammo across major brands. It competes head-to-head with True Shot on the same caliber assortment, per-round pricing model, and nationwide DTC shipping model.
• Lucky Gunner: Lucky Gunner is an online ammunition retailer specializing in bulk pistol, rifle, and shotgun ammo with a strong reputation for fast shipping and customer service. It is one of the most direct competitors to True Shot on catalog depth, per-round pricing transparency, and enthusiast-segment focus.
• Midway USA: Midway USA is a leading direct-to-consumer retailer of firearms, ammunition, reloading supplies, and shooting accessories. It overlaps with True Shot on ammunition, accessories, and bundle-style value packs, and is among the largest incumbents in the same niche.
• Cheaper Than Dirt: Cheaper Than Dirt is a national online firearms and ammunition retailer with broad ammo assortment and frequent flash-sale promotional tactics. Its bundle, sale, and email-driven promotional model mirrors True Shot's flash-sale and bundle-deal engine.
• Brownells: Brownells is a long-standing firearms-accessories, ammunition, and gunsmithing retailer serving enthusiasts and professionals. It is directly comparable to True Shot on ammunition SKUs, accessory assortment, and educational content (Brownells Bullet Points).
• OpticsPlanet: OpticsPlanet is an online retailer specializing in optics, shooting accessories, and ammunition. Its mix of ammo, accessories, and bundle deals (especially around Holosun, Sig Sauer, and EOTech) overlaps directly with True Shot's optic-bundle category.

Broad incumbents

• Bass Pro Shops: Bass Pro Shops / Cabela's is the largest US specialty outdoor retailer with massive ammunition, firearm, and accessory assortments. Its scale and omni-channel presence (retail + online) make it a broad incumbent against which True Shot competes primarily on price, depth, and enthusiast focus.
• Academy Sports + Outdoors: Academy Sports + Outdoors is a regional sporting-goods big-box chain carrying ammunition, firearms accessories, and shooting gear. Its hunting-segment ammunition and accessory assortment overlaps with True Shot's hunter customer base but as part of a much broader general sporting-goods offering.
• Sportsman's Warehouse: Sportsman's Warehouse is a national sporting-goods big-box retailer carrying ammunition, firearms, and accessories across hundreds of stores. It competes with True Shot on ammunition selection but as part of a much broader sporting/outdoor assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TrueShotAmmo
• YouTubeyoutube.com/@TrueShotAmmo
• Instagraminstagram.com/trueshot_ammo
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/true-shot-ammo

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 True Shot