Find the product without the UPC

A customer walks up to the counter and says they want "a compact 9mm, something like a P365 but not a Sig." You don't have a UPC. You don't even have a model name. What you have is a type, a caliber and a size.

Search has always needed a UPC or a model to go on. That works when the customer knows exactly what they want. It falls apart when they don't, and plenty of counter conversations start exactly that way.

The Firearms Finder is for that conversation. It's live today for Pro+ members.

Start with the type

Pick a type and the Finder shows you what the market has. Pistol, revolver, rifle, shotgun, NFA or receiver. Or browse everything at once.

Each type gets its own view. Pistols and revolvers add frame type and optics-ready filters up top. Rifles and shotguns add optics and handedness. You only see the filters that make sense for what you're looking at.

Narrow it to the exact gun

From there you filter until you've got the one your customer described:

• Caliber
• Manufacturer and model
• Action
• Barrel length
• Color and finish
• Price range

Every option shows how many guns match it, and the counts update as you filter. Flip on in-stock only and anything no distributor can ship right now drops out.

NFA without the guesswork

SBRs, SBSs, suppressors and AOWs are listed twice, on purpose. An SBR shows up under Rifle, because that's how your customer thinks about it, and under the NFA tab, because that's how the paperwork thinks about it. You find it either way.

Know what to charge before you quote

If you've set up your pricing, every result shows your Sale Price next to MSRP. Hover over it for the out-the-door total. You can quote the customer standing in front of you without opening a calculator.

Each result also shows how many distributors carry it and the lowest price among them. One click opens the full list, so you can see who has stock and at what price across 16+ distributors.

Why we built it

Comparing prices on a gun you've already picked is the easy part. The hard part is figuring out which guns fit what the customer asked for, and which of those you can actually get this week.

The Finder runs on the same normalized catalog as search. We clean up manufacturer names, model names and calibers across every distributor feed, so "S&W", "Smith & Wesson" and "SMITH&WESSON" all land in the same place. That cleanup is what makes filtering by brand or caliber work at all.

It isn't perfect yet. Distributor feeds are messy, and now and then a gun lands in the wrong bucket. If you spot one, hit Suggest Edits on the result and tell us what's wrong. We review every suggestion.

Try it

The Firearms Finder is included with Pro+. You'll find it in the sidebar.

Not on Pro+ yet? Try the full Pro+ plan free for 7 days. No credit card needed until your trial ends.