Overview
The Army & Air Force Exchange Service, known as The Exchange, is the official retailer for the US Army, Air Force and Space Force communities. It runs more than 5,000 facilities on military installations in all 50 US states and more than 30 countries, plus the online store ShopMyExchange.com. It offers tax-free shopping and military-exclusive prices to service members, their families, military retirees and, online, to honourably discharged veterans. For a consumer brand, The Exchange is a route to a large, loyal military audience in the US and overseas.
Who is behind The Exchange
The Exchange traces its history back to 1895 and became the Army & Air Force Exchange Service in 1948. It is part of the US Department of Defense and is its largest retailer. In 2024 it generated USD 8.5 billion in revenue, and 100% of its earnings are reinvested in the military community, for example in child care, youth programmes and fitness centres.
Stores and online
The Exchange runs main stores (PXs and BXs), Express convenience stores and gas stations, food courts, military clothing stores, theaters and more. ShopMyExchange.com offers the same tax-free prices online, and since 2017 all honourably discharged veterans have been able to shop there.
How brands can work with The Exchange
- As a supplier to Exchange stores or ShopMyExchange.com. Suppliers start by creating a free company and product profile on RangeMe, where Exchange buyers search for new products.
- As a drop ship vendor for ShopMyExchange.com, shipping online orders directly to customers.
- As an Online Marketplace partner, which works like an affiliate programme: The Exchange promotes the partner's products to its more than 33 million authorised customers on ShopMyExchange.com.
A brand considering The Exchange should be ready with:
- The Exchange's supplier requirements, including its vendor registration and agreements.
- Competitive pricing, since The Exchange aims to keep prices low for military families.
- US logistics, and for some items the ability to supply overseas locations.
- Products that suit military life, from electronics and apparel to sports, beauty and home.
Why The Exchange matters for brands
The Exchange reaches millions of military customers who shop where they live and serve, including at bases overseas, and it is actively looking for new suppliers, including small businesses.
How eBrands looks at The Exchange
eBrands works with brands on marketplaces and retail channels across Europe and North America. If you want to see how The Exchange could sit alongside the channels you already use in the US, we are happy to talk it through.
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