How Valley Firearms makes money

Short version: we earn affiliate commissions when readers click a retailer link on this site and complete a purchase. The retailer pays us out of their margin. Your price is the same whether you come through us, Google, or type the URL directly.

Revenue sources

• AvantLink affiliate network. Our primary source. Most of the firearms, optics, ammunition, and accessories retailers we track run their affiliate program through AvantLink.
• CJ Affiliate / Impact.com. Covers a small number of retailers that operate outside AvantLink, including Impact Guns.
• Direct partnerships. A few retailers have direct affiliate programs we participate in when the terms are better than the network default.
• Display advertising and newsletter sponsorships. Clearly labeled when present. Never mixed with editorial content.

What we do not do

• We do not sell firearms, ammunition, or regulated items. All purchases happen on the retailer site.
• We do not accept paid placements in review rankings, Deal Score rankings, or "best of" lists.
• We do not sell your data. Our full privacy posture is on the Privacy policy page.

Editorial firewall

Editorial decisions, review scores, and Deal Scores are made independently of commercial considerations. Writers and editors do not know commission rates when they rank or review products. Retailers cannot buy a higher Deal Score. See our Editorial guidelines and Methodology for the full policy.

Full disclosure

Our complete, network-by-network affiliate disclosure, including how we handle stale prices and out-of-stock deals, lives on the Affiliate Disclosure page.