SD Bullion vs. APMEX: Exploring the Differences in Precious Metals Retailers

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Investing in precious metals has long been a strategy to preserve wealth and diversify portfolios. Two prominent players in the precious metals retail landscape are SD Bullion and APMEX.

Both companies offer a wide range of bullion products, from gold and silver to platinum and palladium, but they differ in several aspects, including their history, product selection, pricing, customer service, and overall approach to the market.

In this article, we delve into the intricacies of SD Bullion and APMEX, highlighting the distinctions that set them apart.

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Company Background and History

SD Bullion

SD Bullion, short for Silver Doctors Bullion, was founded in 2012 by two individuals passionate about precious metals and the financial system.

The company quickly gained a reputation for its focus on competitive pricing and customer service. Despite its relatively short history, SD Bullion has carved a niche for itself as a trusted online retailer of precious metals.


APMEX, or American Precious Metals Exchange, has a longer history, dating back to 2000. It was founded by Scott Thomas, who aimed to create a platform that offered an extensive selection of precious metals products combined with exceptional service.

Over the years, APMEX has become one of the largest and most recognizable names in the precious metals industry, boasting a wide customer base and a diverse inventory.

Related Reading: APMEX Review

Product Selection and Variety

SD Bullion

SD Bullion is known for offering a comprehensive range of bullion products, including coins, bars, and rounds made from gold, silver, platinum, and palladium. While their selection is extensive, they may not carry some of the more specialized or collector-oriented items that can be found on the market.


APMEX prides itself on its vast selection of precious metals products, catering to a wide spectrum of investors and collectors. In addition to standard bullion items, APMEX often stocks a variety of rare and limited-edition coins, making it a go-to destination for both new and seasoned collectors.

Pricing and Fees

SD Bullion

One of the distinguishing features of SD Bullion is its commitment to offering competitive pricing. The company's focus on low premiums and transparent pricing has attracted cost-conscious investors. However, it's important to note that prices can vary based on market conditions.


While APMEX also offers competitive pricing, it might not always have the absolute lowest premiums. However, APMEX's wide range of products means that customers have more options to choose from, catering to different budget ranges.

Customer Service and Reputation

SD Bullion: SD Bullion has garnered a loyal following due to its emphasis on personalized customer service. Many customers appreciate the company's approachability and willingness to address concerns promptly. However, as a smaller player, its customer service team might be more limited compared to larger competitors.

APMEX: APMEX's reputation for excellent customer service precedes it. With years of experience and a larger team, the company is able to provide comprehensive support to its customers. Their well-designed website, educational resources, and user-friendly interface contribute to a positive customer experience.

Website and User Experience

SD Bullion: SD Bullion's website is functional and straightforward, allowing customers to quickly navigate and place orders. However, the site might lack some of the advanced features and educational content that larger competitors provide.

APMEX: APMEX's website is known for its polished design and user-friendly interface. The site offers a wealth of information about various precious metals, market trends, and investment strategies. This educational approach helps both beginners and experienced investors make informed decisions.

Overall Approach to the Market

SD Bullion: SD Bullion's approach is centered around providing competitive pricing and straightforward service. The company targets investors who prioritize affordability and reliability in their precious metals purchases.

APMEX: APMEX takes a more holistic approach, catering to a broader range of customers. Their extensive product selection, educational resources, and collector-focused offerings make them an appealing choice for investors and collectors with varied preferences.

SD Bullion's Strengths

When it comes to the world of precious metals retail, SD Bullion stands out as a distinctive player, offering a set of strengths that set it apart from competitors like APMEX.

While both companies provide valuable services to investors and collectors, SD Bullion has certain advantages that make it a preferred choice for a specific segment of the market. Let's explore some specific areas where SD Bullion excels over APMEX.

Competitive Pricing and Transparency

SD Bullion's commitment to competitive pricing is a defining characteristic that resonates with cost-conscious investors. The company is renowned for offering some of the lowest premiums in the industry, making precious metals accessible to a broader range of people.

SD Bullion's dedication to transparency in pricing also instills trust among customers, who can confidently make informed purchasing decisions without feeling like they're paying excessive markups.

Simplified and Efficient User Experience

SD Bullion's website is designed with simplicity and efficiency in mind. Navigating the site is straightforward, making it easy for users to find the products they're interested in and complete their purchases quickly. This streamlined approach can be particularly appealing to investors who prioritize a seamless buying process without the need for extensive educational content.

Customer-Centric Approach

SD Bullion's customer service is often highlighted as a key differentiator. As a smaller company, they can provide more personalized and direct customer interactions. This enables them to address concerns and inquiries promptly, fostering a sense of trust and reliability. For investors who value direct communication and individualized attention, SD Bullion's customer-centric approach can be highly appealing.

Focus on Investment-Grade Bullion

SD Bullion's primary focus on investment-grade bullion products aligns well with investors who are primarily interested in accumulating precious metals for their intrinsic value. By concentrating on the core products that hold significant value in the market, SD Bullion is able to offer these items at competitive prices, catering to investors who prioritize the accumulation of bullion for wealth preservation.

Affordability for First-Time Buyers

SD Bullion's emphasis on low premiums and transparent pricing makes it an attractive option for first-time precious metals buyers. The accessible price points allow individuals who are new to the precious metals market to start their investment journey without a significant financial barrier. This inclusivity can encourage a wider audience to explore the benefits of precious metals ownership.

Straightforward Product Line

While SD Bullion's product selection is comprehensive, it tends to focus on the core bullion offerings, such as gold and silver coins and bars. This straightforward product line can be advantageous for investors who are seeking essential precious metals products without being overwhelmed by an extensive array of options. It simplifies the decision-making process and appeals to those who want to stick to the basics.

Agility and Responsiveness

As a relatively newer entrant to the precious metals retail space, SD Bullion has demonstrated agility and adaptability in responding to market trends and customer needs. This flexibility allows them to adjust their offerings and strategies to cater to evolving investor preferences, potentially leading to quicker adjustments to pricing or inventory based on market fluctuations.

APMEX's Stregnths

While both companies provide valuable services to investors and collectors, APMEX's unique attributes make it a preferred choice for a specific subset of the market. Let's delve into some specific areas where APMEX excels over SD Bullion.

Extensive and Diverse Product Selection

APMEX boasts a vast and diverse product selection that appeals to a wide range of investors and collectors. Beyond standard bullion items, APMEX often carries rare and limited-edition coins, historic pieces, and unique commemorative items. This diverse offering caters to both serious collectors seeking unique pieces and investors looking to diversify their portfolios with distinctive products.

Educational Resources and Market Insights

APMEX's commitment to education is evident through its extensive collection of educational resources and market insights. The company provides a wealth of information about precious metals, investment strategies, market trends, and historical data.

This focus on educating customers empowers them to make well-informed decisions, making APMEX an attractive option for investors seeking to deepen their understanding of the precious metals market.

Reputable and Established Brand

With a history dating back to 2000, APMEX has established a reputable and recognized brand within the precious metals industry. This longevity and track record contribute to a sense of trust among customers. Investors often feel more secure purchasing from a well-established and reputable company like APMEX, especially when considering larger or more unique transactions.

Collector-Focused Offerings

APMEX's commitment to catering to collectors sets it apart. The company often stocks a wide range of numismatic and collectible coins, which can be particularly appealing to investors who are interested in the historical and artistic aspects of precious metals. APMEX's emphasis on collector-oriented products provides a unique opportunity for customers to acquire pieces that go beyond the intrinsic value of bullion.

Market Depth and Liquidity

Due to its size and reputation, APMEX often enjoys deeper liquidity in the market. This can be beneficial for investors looking to buy or sell larger quantities of precious metals. The broader customer base and trading volume on APMEX's platform can lead to smoother transactions and potentially narrower bid-ask spreads, contributing to a more efficient trading experience.

Advanced Website Features

APMEX's website offers advanced features such as customizable alerts, real-time market data, and interactive charts. These tools provide investors with a more comprehensive view of the market and help them make informed decisions. The website's robust features make it particularly appealing to investors who value in-depth market analysis and real-time tracking.

Customer Service Resources

APMEX's larger team and established customer service infrastructure enable them to offer comprehensive support to customers. Whether through phone, email, or live chat, investors can access assistance from knowledgeable professionals. This level of customer support, combined with the company's educational resources, enhances the overall customer experience.


In the realm of precious metals retail, both SD Bullion and APMEX have established themselves as prominent players. While SD Bullion shines with its competitive pricing and personalized service, APMEX's broader selection, educational resources, and reputation for excellence set it apart.

Choosing between the two depends largely on an investor's priorities—whether it's finding the lowest premiums, exploring a wide range of products, or accessing comprehensive educational content. Regardless of the choice, both SD Bullion and APMEX contribute to the vibrant landscape of precious metals investment options available to consumers today.

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