Byrna Technologies reports sales gains during Prime Day and July 4th

Byrna Technologies Inc. (NASDAQ: BYRN) reported increased sales during Amazon's Prime Day and July 4th promotional periods, according to a company statement released July 23.

The personal defense technology company said Amazon Prime Day sales rose 28% year-over-year, while sales on Byrna.com during the July 4th period increased 18%. The company noted that this year's Prime Day extended for four days compared to the typical two-day period.

Amazon's share of Byrna's online sales has grown from 12% in Q2 2023 to 27% by the end of Q2 2025, reaching 34% in Q3 2025 to date, the company stated.

Byrna expanded its retail presence to 289 chain store locations by the end of 2024, representing a 74% increase from 166 locations at the end of 2023. The company expects to reach more than 500 retail chain locations by the end of Q3 2025 and over 800 big-box locations by fiscal year-end 2025.

"Our strong performance during Prime Day and July 4th, and the growth of our dealer footprint reflects the sustained expansion of our total addressable market," said CEO Bryan Ganz. He noted that customers who test fire the Byrna launcher have a 60% conversion ratio compared to 1.0% for online shoppers.

The company reported record Q2 2025 revenue of $28.5 million. Byrna manufactures less-lethal personal security devices including CO2 powered launchers designed as alternatives to firearms for consumer, private security, and law enforcement markets.

Byrna plans to increase investment in television advertising and expand partnerships with celebrity influencers to support brand visibility efforts.

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