Heritage & History

Primary Arms is an online firearms and accessories retailer based in Houston, Texas, that has grown into one of the largest e-commerce platforms serving the American shooting sports market. Founded in the mid-2000s, the company operates both as a retailer carrying hundreds of brands and as a manufacturer of its own line of optics and accessories.

:::callout
Primary Arms started as an AR-15 parts shop and grew into a full-service firearms retailer with a twist: they also make their own optics. The Primary Arms-branded ACSS reticle has become genuinely popular in the budget optics market — it's an etched reticle with built-in BDC, range estimation, and wind holds that actually works. For many shooters, Primary Arms is where you buy your first "real" optic after graduating from Amazon red dots.
:::

Key facts:

Founded: Mid-2000s
Headquarters: Houston, Texas
Specialty: Firearms, optics, accessories, parts (online retail)
Own brand: Primary Arms optics (ACSS reticle system)
Model: Online retail + private-label optics manufacturing

Shopping Guide

Aspect	What to Expect
Channel	Online only (primaryarms.com)
Catalog size	Large — firearms, optics, accessories, ammunition
Pricing	Competitive; frequent sales and promotions
Shipping (in-stock)	Generally fast (1-2 business day processing)
Inventory accuracy	Generally good; occasional out-of-stock issues during surges
FFL transfers	Standard process; dealer locator available
Payment	Major credit cards; some restrictions on firearms
Free shipping	Available over specified order thresholds

What Primary Arms does well:

Competitive pricing with frequent sales events
Fast shipping when items are in stock
Deep AR-15 parts and accessories selection
Own-brand optics offer genuine value (ACSS reticle)
Good product descriptions and specifications
Strong reputation in the AR-15 community

What Primary Arms could improve:

Customer service response times vary (especially during high-demand periods)
Occasional shipping errors (wrong items, missing components)
Inventory can lag during buying surges
Limited technical support for complex questions
Some product descriptions have accuracy issues

Selection & Inventory

Category	Depth	Notes
AR-15 parts/accessories	Excellent	Deep selection from dozens of manufacturers; PA's specialty
Complete firearms	Very good	S&W, Ruger, Glock, Sig, Springfield, Daniel Defense, etc.
Optics (third-party)	Excellent	Aimpoint, EOTech, Vortex, Leupold, Trijicon, Holosun
Primary Arms optics	Full lineup	Red dots, LPVOs, prism sights, magnifiers (ACSS reticle)
Ammunition	Good	Common calibers; fluctuates with market conditions
Handgun parts	Good	Growing selection; Glock and Sig-focused
Tactical gear	Good	Plate carriers, holsters, bags, slings
Reloading	Limited	Not a primary focus

:::callout
The ACSS reticle is Primary Arms' real contribution to the market. Available in their budget LPVOs, prism sights, and red dots, the ACSS (Advanced Combined Sighting System) gives you BDC holdovers, range estimation, and wind holds in a single etched reticle. For a $200-$350 optic, you get functionality that used to require a $1,000+ scope. It's not perfect — the glass isn't Vortex Razor quality — but the reticle design punches well above the price point.
:::

Primary Arms optics lineup:

Product	Type	Price Range	Notes
SLx 1X MicroPrism	Prism sight	~$200-$250	ACSS reticle; great for astigmatism
SLx MD-25	Red dot	~$130-$170	Budget Aimpoint alternative
SLx 1-6x24 LPVO	Variable scope	~$280-$350	ACSS reticle; best budget LPVO
SLx 1-8x24 LPVO	Variable scope	~$350-$450	Higher magnification ACSS option
SLx 3X/6X MicroPrism	Prism sight	~$250-$350	Fixed magnification; ACSS; compact
GLx series	Premium line	~$350-$800	Better glass than SLx; ACSS or Raptor reticle
PLx series	Top tier	~$800-$1,600	Best PA glass; competes with mid-tier brands

Service & Support

Aspect	Quality	Notes
Order fulfillment (in-stock)	Good	1-2 day processing; fast when items are available
Pricing	Very competitive	Regular sales; good coupon deals
Product information	Good	Detailed specs; some inaccuracies on complex items
Customer service	Mixed	Varies by demand; can be slow during peaks
Warranty (PA-branded)	Adequate	Standard warranty; processing can be slow
Returns	Standard	Reasonable policy; processing can take time
Community engagement	Active	Blog content, buying guides, social media

When Primary Arms is the right choice:

You're building or upgrading an AR-15 (their specialty)
You want a budget ACSS optic (genuinely good value)
You want competitive pricing with fast shipping
You're comparing across many brands in one catalog

When other options are better:

Expert optics advice and service → EuroOptic
Guaranteed lowest price on specific items → check GunDeals
Premium customer service → Brownells
Budget AR-15 builds → Palmetto State Armory (cheaper, own-brand)
Ammunition specifically → SG Ammo, Lucky Gunner

References

Primary Arms official site: primaryarms.com
Consumer reviews: Trustpilot, Reddit r/gundeals
AR15.com forums: Primary Arms product and service discussions
ACSS reticle overview and reviews
Primary Arms optics comparison reviews (Pew Pew Tactical, Everyday Marksman)

Read the original article in The Handbook | By Boise Gun Club Editorial Team

Join the Discussion

Have you picked up any of Primary Arms' house-brand optics, and how do they stack up against the name brands for the price?

Primary Arms

Primary Arms

Quick Reply