Burris Optics Wholesale Pricing Compared Across 20 Distributors

Burris Company was founded in 1971 in Greeley, Colorado by Don Burris (a former Redfield engineer). The brand is now owned by Beretta Holding and has expanded steadily from its hunting-scope roots into reflex sights, ballistic computing scopes, and prismatic optics. For FFL dealers, Burris is a credible mid-tier optics brand: priced below Leupold and Trijicon but above the budget Chinese-made tier, with a build quality that has held up over decades of hunting use.

Burris's flagship innovation is the Eliminator series, which integrates a laser rangefinder and ballistic computer into a riflescope. It's a uniquely positioned product with no direct competitor at the same price point, and it has a defined buyer who walks in specifically asking for it. For most other Burris products (Fullfield, Droptine, Veracity hunting scopes), the brand competes on price-to-quality ratio in a crowded market.

Burris's catalog splits into five families. The Eliminator (now Eliminator 6) integrated rangefinder scope is the brand's halo product. The Fullfield IV / Fullfield E1 line is the high-volume hunting scope. The Veracity / Veracity PH covers the precision-hunting and benchrest market. The Fastfire 3 / Fastfire 4 reflex sight competes against the Holosun 507 / Trijicon RMR market. The XTR III / XTR Pro covers the long-range precision shooter market.

Specific SKUs dealers stock consistently: Fullfield IV 3-12x42 (200496), Fastfire 4 (300240), Fastfire 3 with mount (300236), Eliminator 6 4-20x52 (200160), Veracity PH 4-20x50 (200205), and the XTR III 5.5-30x56 (201503). UPC-searchable on FirearmDistributors.com with live distributor stock and pricing.

RSR Group, Davidson's, Sports South, Lipsey's, Bill Hicks, MGE Wholesale, Camfour, and Kinsey's all carry Burris. Pricing on identical Burris SKUs typically varies by $20 to $60 between distributors. MAP enforcement on Burris is moderate but the brand actively monitors compliance, particularly on the Eliminator and Fastfire lines.

Because Burris sits in the mid-tier optics market, the per-unit margin is meaningful but not premium. The Fastfire 4 and Eliminator 6 are the highest-margin SKUs for most dealers. A real-time view across distributors helps dealers catch promotional pricing rotations on the Fullfield line, which sees the most price movement throughout the hunting season cycle.