Byrna Technologies Reports 28% YoY Increase in Amazon Prime Day Sales and 18% Rise in July 4th Sales on Byrna.com.

Byrna Technologies reported a 28% YoY increase in Amazon Prime Day sales and an 18% YoY increase in sales on Byrna.com during the July 4th holiday promotional period. These results build on the company's record Q2 2025 revenue of $28.5 million, reflecting rising brand awareness and sustained year-over-year growth in consumer demand for Byrna's products.

Byrna Technologies Inc. (Nasdaq: BYRN) has reported robust sales growth during the recent Amazon Prime Day and July 4th holiday promotional periods. The company's Amazon Prime Day sales increased by 28% year-over-year (YoY), while sales on its e-commerce platform Byrna.com rose by 18% YoY [1]. These results build on Byrna's record Q2 2025 revenue of $28.5 million, reflecting sustained year-over-year growth in consumer demand for the company's innovative less-lethal personal security solutions.

The company's strong performance during these periods underscores the growing traction of its omnichannel strategy. Amazon has become an increasingly important sales channel for Byrna, representing 34% of its online sales in the current quarter to date, up from 27% at the end of Q2 2025 and just 12% in Q2 2023 [2]. This shift in consumer purchasing patterns highlights the company's success in leveraging online platforms to drive sales growth.

Byrna's expansion into brick-and-mortar retail channels is also contributing to its overall growth. The company's products were available in 289 chain store locations at the end of 2024, a 74% increase from the previous year. Byrna expects to reach more than 500 retail locations by August 31, 2025, and over 800 locations by November 30, 2025 [1]. 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 4th, and the growth of our dealer footprint reflect 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" [1].

Byrna's focus on increasing brand visibility in the rapidly growing personal safety market is evident in its plans to further invest in television advertising and broaden its reach through additional partnerships with celebrity influencers.

References:
[1] https://www.morningstar.com/news/globe-newswire/9499026/byrna-technologies-reports-strong-direct-to-consumer-prime-day-and-july-4th-sales-growth-in-brick-mortar-presence-underscores-omnichannel-growth-momentum
[2] https://www.investing.com/news/company-news/byrna-technologies-reports-strong-prime-day-and-july-4th-sales-93CH-4148202