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USAMM: The Military's Go-To Medal Rack Builder
How a niche e-commerce player built a $15M business on precision and pride
In a world of generic e-commerce, USAMM owns a hyper-specific niche: military medals and ribbons. With $15M in revenue and 342k monthly visitors, they've turned the complex task of building a service ribbon rack into a scalable, digital-first business.
"They aren't just selling metal and fabric; they're selling a digital tool that automates the most tedious part of military service presentation."
The Niche Dominator
USAMM isn't competing with Amazon for general merchandise. They dominate a micro-vertical where precision matters. Their top keywords—'ribbon rack builder' (1,640 monthly searches), 'military ribbons' (1,650), and 'ezrack' (550)—show a user base actively seeking a specialized solution, not a generic retailer. This is a business built on search intent and deep domain knowledge.
The SEO Moat
With 54,242 backlinks and 62% of traffic coming from organic search, USAMM has built a formidable content and authority moat. Their blog isn't just filler; it's a resource hub that captures long-tail queries about military awards, dress codes, and regulations. This isn't accidental traffic—it's a deliberate strategy to own the information layer of their niche.
The tech stack reveals a pragmatic approach: Shopify for commerce, Tailwind CSS and Bootstrap for front-end efficiency, and Swiper for product carousels. They're not reinventing the wheel; they're optimizing a proven e-commerce model for a low-volume, high-precision product line. The 55-person team suggests a lean operation for $15M in revenue—likely high margins due to the specialized nature of the products.
- Automated 'EZ Rack Builder' tool reduces friction and errors in a complex ordering process
- Social proof via YouTube and Instagram leverages the visual, pride-driven nature of the products
- High direct traffic (32%) indicates strong brand recall and repeat customers—likely veterans and active-duty personnel
The Blueprint for Niche E-commerce Domination
USAMM proves that depth beats breadth: solve a specific, painful problem for a passionate audience, and build the tools to make it effortless.
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Meta Tags
Military Medals | Medals & Ribbons for All Branches | USAMM
Buy Military Medals for the Army, Navy, Air Force, Marine Corps, & Coast Guard as well as 1000's of military related products. Shop USA Military Medals.
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About usamm.com
Buy Military Medals for the Army, Navy, Air Force, Marine Corps, & Coast Guard as well as 1000's of military related products. Shop USA Military Medals.
Company Overview
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Technology Stack
usamm.com uses 25 technologies across their website including Wistia, Adobe Fonts, Google Fonts, Algolia, and more.
Video
Wistia
Fonts
Adobe Fonts, Google Fonts
Search
Algolia
Security
hCaptcha, HSTS, reCAPTCHA
Programming Languages
PHP
Cloud & Hosting
AWS CloudFront, Cloudflare
Traffic & Audience
usamm.com receives approximately 342.4K monthly visitors and ranks #95,094 globally. The website has a bounce rate of 57% with visitors viewing an average of 6.1 pages per visit. Users spend an average of 1:51 on the site.
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