Company Overview .
APMEX: The E-Commerce Behemoth of Precious Metals
The American Precious Metals eXchange, or APMEX, is arguably the largest and most widely recognized online retailer of precious metals in the world. Based in Oklahoma City, APMEX operates on a pure e-commerce model, combining the massive inventory of a wholesaler with a user-friendly, direct-to-consumer retail platform.
APMEX’s primary differentiator is its sheer scale and selection. Their website lists tens of thousands of products, covering virtually every category of precious metal. This includes gold, silver, platinum, and palladium in the form of bars, rounds, and coins from every major government mint and private refiner on earth. Beyond standard bullion, they offer a deep catalog of numismatic items, graded modern coins, ancient coins, and even paper currency.
This "megastore" approach means that if a bullion product exists, APMEX likely has it in stock and ready to ship. They have built a powerful brand based on reliability, speed, and a high-tech user experience, including a feature-rich mobile app and a secure, streamlined checkout process. They also own a secure third-party storage solution called "Citadel" and have their own in-house minting brand, "9Fine Mint."
While their premiums may sometimes be slightly higher than smaller, low-margin discounters, customers pay for the confidence of a vast, in-stock selection, world-class customer service, and the assurance of rapid, insured delivery from the industry's most recognizable name. APMEX is the standard by which all other online bullion dealers are often measured.
For a comprehensive review of their massive product catalog and services, check out the analysis on Raremetalblog.com.