Byrna Technologies Reports Strong Direct-to-Consumer Prime Day and July 4th Sales, Growth in Brick & Mortar Presence Underscores Omnichannel Growth Momentum

Rhea-AI Summary

Byrna Technologies (NASDAQ:BYRN), a personal defense technology company, reported strong sales performance across its e-commerce channels. The company achieved a 28% year-over-year increase in Amazon Prime Day sales and an 18% rise in Byrna.com sales during July 4th promotions.

The company reported Q2 2025 revenue of $28.5 million and significant growth in its retail presence. Amazon's share of online sales grew from 12% in Q2 2023 to 34% in Q3 2025. Byrna's brick-and-mortar footprint is expected to expand from 289 locations to over 800 big-box locations by fiscal year-end 2025, representing a 177% increase in twelve months.

Positive

• Record Q2 2025 revenue of $28.5 million
• Amazon Prime Day sales increased 28% year-over-year
• Byrna.com sales during July 4th period rose 18%
• Amazon's share of online sales grew from 12% in Q2 2023 to 34% in Q3 2025
• Retail presence expected to expand from 289 to over 800 locations by fiscal year-end 2025
• 60% conversion ratio when customers test fire the Byrna launcher in stores

Negative

• Online conversion rate is only 1.0% compared to 60% in-store conversion
• Byrna.com growth rate is slower than Amazon sales growth

Insights

Retail Growth Strategist

Byrna shows strong omnichannel momentum with e-commerce growth and rapid retail expansion driving significant sales increases across channels.

Byrna's dual-channel strategy is producing impressive results with 28% YoY Amazon Prime Day growth and 18% growth in direct website sales during July 4th promotions. These results build on their record Q2 revenue of $28.5 million, indicating sustained consumer demand for their less-lethal personal security products.

The most significant development is Byrna's dramatic shift in distribution strategy. Amazon's share of their online sales has nearly tripled from 12% to 34% in just two years, showcasing successful marketplace optimization. More importantly, their brick-and-mortar expansion is accelerating at a remarkable pace - from 166 locations in 2023 to a projected 800+ retail locations by fiscal year-end, representing 177% growth in just twelve months.

This physical retail focus is strategically sound given the 60x higher conversion rate (60% vs. 1%) when customers can physically test products before purchasing. The company is effectively implementing an omnichannel flywheel where online research drives in-store visits, maximizing conversion opportunities while maintaining strong e-commerce performance.

Byrna's commitment to further TV advertising investment and celebrity partnerships indicates confidence in scaling their market presence. With their personal security products now available through multiple complementary channels, Byrna appears well-positioned to capture additional market share in the expanding personal safety sector through the remainder of 2025.

ANDOVER, Mass., July 23, 2025 (GLOBE NEWSWIRE) -- Byrna Technologies Inc. (“Byrna” or the “Company”) (Nasdaq: BYRN), a personal defense technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions, today announced notable sales momentum across its e-commerce channels during Amazon’s Prime Day sale and the July 4th holiday promotional period on Byrna.com.

Amazon Prime Day sales increased 28% year-over-year, while Byrna.com sales during the July 4th period rose 18%. These recent results build on Byrna’s record Q2 2025 revenue of $28.5 million and reflect rising brand awareness and sustained year-over-year growth in consumer demand for Byrna’s products, including the newly released Compact Launcher (CL). While this year’s Prime Day ran for four days instead of the typical two, this growth highlights a broader trend in which Amazon.com sales are growing at a faster pace than Byrna.com sales.

This shift points to evolving consumer preferences and the growing traction Byrna is gaining on Amazon, which is playing an increasingly important role in the Company’s DTC and omnichannel strategy. In Q2 2023, Amazon represented just 12% of Byrna’s online sales. That share increased to 27% by the end of Q2 2025 and has reached 34% in Q3 2025 to date.

Byrna’s strong e-commerce performance is bolstered by Byrna’s ongoing expansion into big-box retailers. At the end of 2024, Byrna’s products were available in 289 chain store locations, a 74% increase from 166 locations offering Byrna at the end of 2023. With the recently announced additions to the big-box stores carrying Byrna, the Company expects to be in more than 500 retail chain locations by the end of Q3 2025 (August 31, 2025). Based on projections provided by these retailers, Byrna expects that number to grow to over 800 big-box locations by fiscal year-end 2025 (November 30, 2025), a 177% increase in just twelve months. This growing retail presence is expected to provide a powerful new growth engine in the second half of 2025 and beyond.

“Our strong performance during Prime Day and July 4^th, and the growth of our dealer footprint reflects the sustained expansion of our total addressable market,” said Byrna CEO Bryan Ganz. “Demand across our direct-to-consumer channels remains strong, complemented by significant sales growth from our continued retail store expansion. We see that many of our customers are first visiting our website to find the nearest Byrna dealer where they can try the Byrna launcher before buying. With a 60% conversion ratio when people test fire the Byrna launcher, versus a 1.0% conversion ratio when people shop online, we expect to see sales in our Brick & Mortar locations grow more rapidly than DTC sales, particularly when it comes to first time customers. Together, our complementary DTC and retail channels are creating meaningful momentum as we enter the back half of the year.”

As Byrna advances its omnichannel presence, the Company remains focused on increasing brand visibility in the rapidly growing personal safety market. To support this effort, Byrna plans to further invest in television advertising and broaden its reach through additional partnerships with celebrity influencers.

About Byrna Technologies Inc.
Byrna is a technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions. For more information on the Company, please visit the corporate website here or the Company’s investor relations site here. The Company is the manufacturer of the Byrna^® CL, Byrna^® LE and Byrna^® SD personal security devices, state-of-the-art handheld CO2 powered launchers designed to provide a less-lethal alternative to a firearm for the consumer, private security, and law enforcement markets. To purchase Byrna products, visit the Company’s e-commerce store.

Forward-Looking Statements
This news release contains "forward-looking statements" within the meaning of the securities laws. All statements contained in this news release, other than statements of current and historical fact, are forward-looking. Often, but not always, forward-looking statements can be identified by the use of words such as "plans," "expects," "intends," "anticipates," and "believes" and statements that certain actions, events or results "may," "could," "would," "should," "might," "occur," or "be achieved," or "will be taken." Forward-looking statements include descriptions of currently occurring matters which may continue in the future. Forward-looking statements in this news release include but are not limited to our statements related to our expected sales during the second half of fiscal year 2025, trends in brand awareness and growth in consumer demand and preferences, demand for the Byrna CL, increasing sales through Amazon, expected numbers of and timeline for the growth of retail locations carrying Byrna products, the anticipated impact of potential growth in retail presence, the relative growth of brick-and-mortar sales compared to other sales channels, expectations for momentum in direct-to-consumer and retail sales, and expectations for future investments in television advertising and celebrity partnerships. Forward-looking statements are not, and cannot be, a guarantee of future results or events. Forward-looking statements are based on, among other things, opinions, assumptions, estimates, and analyses that, while considered reasonable by the Company at the date the forward-looking information is provided, inherently are subject to significant risks, uncertainties, contingencies, and other factors that may cause actual results and events to be materially different from those expressed or implied.

Any number of risk factors could affect our actual results and cause them to differ materially from those expressed or implied by the forward-looking statements in this news release, including, but not limited to, disappointing market responses to current or future products or services; prolonged, new, or exacerbated disruption of our supply chain; the further or prolonged disruption of new product development; production or distribution disruption or delays in entry or penetration of sales channels due to inventory constraints, competitive factors, increased transportation costs or interruptions, including due to weather, flooding or fires; prototype, parts and material shortages, particularly of parts sourced from limited or sole source providers; determinations by third party controlled distribution channels, including Amazon, not to carry or reduce inventory of the Company’s products; determinations by advertisers or social media platforms, or legislation that prevents or limits marketing of some or all Byrna products; the loss of marketing partners; increases in marketing expenditure may not yield expected revenue increases; potential cancellations of existing or future orders including as a result of any fulfillment delays, introduction of competing products, negative publicity, or other factors; product design or manufacturing defects or recalls; litigation, enforcement proceedings or other regulatory or legal developments; changes in consumer or political sentiment affecting product demand; regulatory factors including the impact of commerce and trade laws and regulations and the implementation or change in tariffs; and future restrictions on the Company’s cash resources, increased costs and other events that could potentially reduce demand for the Company’s products or result in order cancellations. The order in which these factors appear should not be construed to indicate their relative importance or priority. We caution that these factors may not be exhaustive; accordingly, any forward-looking statements contained herein should not be relied upon as a prediction of actual results. Investors should carefully consider these and other relevant factors, including those risk factors in Part I, Item 1A, ("Risk Factors") in the Company’s most recent Form 10-K and Part II, Item 1A (“Risk Factors”) in the Company’s most recent Form 10-Q, should understand it is impossible to predict or identify all such factors or risks, should not consider the foregoing list, or the risks identified in the Company’s SEC filings, to be a complete discussion of all potential risks or uncertainties, and should not place undue reliance on forward-looking information. The Company assumes no obligation to update or revise any forward-looking information, except as required by applicable law.

Investor Contact:
Tom Colton and Alec Wilson
Gateway Group, Inc.
949-574-3860
BYRN@gateway-grp.com

FAQ

What was Byrna Technologies (BYRN) Q2 2025 revenue?

Byrna Technologies reported record Q2 2025 revenue of $28.5 million.

How much did Byrna's Amazon Prime Day sales increase in 2025?

Byrna's Amazon Prime Day sales increased 28% year-over-year in 2025.

How many retail locations will Byrna (BYRN) have by the end of 2025?

Byrna expects to be in over 800 big-box retail locations by fiscal year-end 2025, up from 289 locations.

What is Byrna's (BYRN) in-store conversion rate compared to online?

Byrna has a 60% conversion ratio when customers test fire the launcher in stores, compared to a 1.0% conversion ratio for online shopping.

What percentage of Byrna's online sales come from Amazon in Q3 2025?

Amazon represents 34% of Byrna's online sales in Q3 2025, up from 12% in Q2 2023.