The listed price is a lie.
We're fixing that.
Every ammo retailer puts the cheapest possible number on the product page. Then they add $15 for shipping. By the time you hit checkout, you've been played.
The problem with every other ammo site
The existing aggregators show listed price. Not true cost. Not what you actually pay. You sort by "cheapest," click through, and find out the deal evaporates the moment shipping loads.
Gun blogs and YouTube channels run affiliate links to "the best deals" — but they're not comparing prices, they're getting paid per click. Their incentive is to send you to the retailer, not to tell you whether the deal is actually good.
Reddit's r/gundeals is the most honest source on the internet for ammo prices. Real buyers, posting real deals, real prices. But you have to know the subreddit, stay current, and sift through noise to find the signal. That's not a product. That's a hobby.
The gap: nobody was building an honest, data-first price comparison tool that shows what you actually pay at checkout. So we did.
What "true cost" means and why it matters
Every listing on SendRounds shows two numbers: the listed price per round, and the true cost per round. True cost includes estimated shipping based on the retailer's published policy. It's the number at the bottom of the checkout page, not the number in the headline.
This matters more than it sounds. A listing at $0.22/rd with $15 flat shipping on a 50-round box is actually $0.52/rd. A listing at $0.28/rd with free shipping on a 500-round case is $0.28/rd. The site showing the "cheaper" option is lying to you.
We calculate this for every in-stock product across every retailer we track. Sort by true cost. See who's actually cheapest. Buy that one.
The SendRounds Ammo Index
The SendRounds Ammo Index is a single 0 to 100 score. Higher = better time to buy. Lower = consider waiting. 100 is the pre-COVID baseline: prices low, supply plentiful, nothing to panic about. 0 is 2021: $0.60/rd for 9mm, empty shelves, people buying .380 ACP because it was all that was left. Each caliber has its own sub-index so you can see at a glance whether 9mm is a buy and 7.62×39 is a wait — or whatever the current spread looks like.
Right now the overall index is around 51 — neutral. Prices are down significantly from the 2021 peak but haven't returned to pre-COVID floors. Better than three years ago. Not as good as 2019. That's the honest read.
What we're not
We're not a retailer. Every purchase happens on the partner site. We earn a small affiliate commission when you buy through our links. It doesn't change the price you pay.
We can only show retailers whose data we can access. Right now that's six retailers. More are coming. If you're a retailer who wants to be listed, there's a form for that.
Prices update daily. For most buyers making case-quantity purchases, that's enough. We'll push the frequency up as we scale.
We don't do sponsored placements. The retailer with the cheapest true cost shows first. Not the one who paid us more. That's the whole point.
The long game
Every day we run, we accumulate another data point on what ammo actually costs in the real market. Not what manufacturers suggest. Not what influencers claim. What buyers are actually paying at checkout.
That data is useful for purchase decisions today. It's also useful for understanding how supply shocks, legislation scares, and panic-buying cycles actually play out in prices over time. r/gundeals figured this out years ago. We're building tools to make it accessible to anyone who buys ammo, not just the people who know that subreddit exists.
No fluff. No sponsored rankings. No fake urgency. Just data.