Gold investing has become more accessible than ever, with online dealers now offering everything from gold coins and bars to full-service gold IRA rollovers. But while many companies sell similar products, the experience and the costs can vary significantly depending on where you buy.
Some dealers, such as APMEX, focus on low premiums and self-directed bullion purchases. Others, such as Goldco and American Hartford Gold, specialize in retirement accounts, education and hands-on support.
To help readers compare their options, USA TODAY evaluated 15 leading gold dealers based on factors including pricing transparency, reputation, buyback programs, customer experience and product selection.
Whether you’re looking for the lowest-cost bullion dealer, guidance on opening a gold IRA or a more education-focused experience, these are the best gold dealers of 2026.
In this article: Best gold dealers | Comparison table | IRAs | Low cost | Alternative strategies | Methodology | Conclusion | FAQs
Gold IRA investing
Low-cost gold buying
- APMEX: Best for platform and selection
- SD Bullion: Best for lowest-cost gold buying
- JM Bullion: Best for balance of cost and usability
Newer and alternative gold strategies
Price of gold today
Goldco: Best for guided gold IRA investing
Goldco is best suited for investors who want hands-on guidance with gold IRAs and retirement account rollovers. The company stands out for its strong reputation and personalized customer support throughout the setup process, making it especially appealing to first-time gold IRA investors.
Goldco requires a $10,000 minimum investment to open a precious metals IRA and emphasizes long-term retirement diversification rather than one-time bullion purchases. The company also offers a buyback program for customers who decide to liquidate their holdings. However, investors focused primarily on low-cost direct gold purchases or those with smaller budgets may find better pricing and lower minimums through bullion-focused dealers.
Pros:
Cons:
- Focused on retirement accounts more than direct bullion purchases
- No real-time pricing published online
Buy gold from Goldco
American Hartford Gold: Best for lower IRA minimums
American Hartford Gold is best suited for investors who want a more accessible, service-oriented approach to gold IRAs and precious metals investing.
With a $10,000 minimum investment for gold IRAs and a $5,000 minimum for direct precious metals purchases, American Hartford Gold has a lower entry point than many IRA-focused competitors. It’s a solid fit for first-time investors who want help navigating rollovers, storage and account setup. However, investors primarily focused on finding the absolute lowest bullion premiums may prefer direct bullion dealers.
Pros:
- Lower minimums than many IRA-focused dealers
- A+ BBB rating and 4.6-star Trustpilot rating
- Full refund available if you initiate returns within three days of delivery
- Offers buybacks with no liquidation fees
Cons:
- May not have the lowest premiums
- No international shipping
Buy gold from American Hartford Gold
Augusta Precious Metals: Best for white-glove education
Augusta Precious Metals is best suited for investors who want a highly educational, white-glove approach to gold IRAs. The company stands out for its strong emphasis on transparency and personalized retirement education throughout the rollover and account setup process.
With a $50,000 minimum investment for both precious metals IRAs and cash purchases, Augusta is a stronger fit for higher-net-worth investors who value guidance and service over finding the lowest possible costs. However, its relatively high minimum investment may make it less appealing for smaller or more price-sensitive buyers.
Pros:
Cons:
- Minimum investment is high compared to competitors
- Must speak with a representative for a full fee structure breakdown
Buy gold from Augusta Precious Metals
Priority Gold: Best for personalized support
Priority Gold is best suited for investors who want a more personalized, service-driven approach to buying precious metals or opening a gold IRA. The company stands out for its educational resources and one-on-one rollover guidance, making it a solid fit for first-time retirement investors.
Priority Gold requires a $25,000 minimum investment for precious metals IRAs and a $10,000 minimum for direct bullion purchases. The company offers both IRA services and direct precious metals sales, giving investors flexibility as their goals evolve. However, highly price-focused buyers may find lower premiums and more self-service purchasing options through bullion-focused dealers.
Pros:
Cons:
- Minimum investment for IRAs is higher than some competitors
- Pricing isn’t published online
Buy gold from Priority Gold
APMEX: Best for platform and selection
American Precious Metals Exchange (APMEX) is best known for its huge product selection, easy-to-use platform and strong overall buying experience. The company stands out for its A+ Better Business Bureau rating, 4.3-star Trustpilot rating and extensive inventory of gold, silver, platinum, palladium and collectible products.
APMEX doesn’t require a minimum purchase for domestic orders, although it charges a $9.95 shipping fee on orders under $199. It’s a good fit for investors who value convenience, broad inventory and the ability to compare a wide selection of coins and bars in one place. However, APMEX often charges higher premiums than lower-cost bullion dealers.
Pros:
- Large product selection and easy online purchasing
- Competitive and transparent pricing
- Most orders are shipped within one business day
Cons:
- Cancelled orders incur a $50 or 5% fee on order total, whichever is higher
- Less focus on personalized IRA guidance
Buy gold from APMEX
SD Bullion: Best for lowest-cost gold buying
SD Bullion is best suited for investors who prioritize low premiums and competitive pricing on physical precious metals. The company stands out for its A+ Better Business Bureau rating, 4.0-star Trustpilot rating and broad selection of IRA-eligible gold, silver, platinum and palladium products.
Unlike many gold IRA companies, SD Bullion doesn’t advertise a minimum investment requirement for either precious metals IRAs or direct purchases. The company also offers free shipping on domestic orders of $199 or more (orders below $199 incur a $9.95 shipping fee). While SD Bullion supports precious metals IRAs, its self-service approach makes it a better fit for experienced investors than those seeking extensive rollover guidance or white-glove account support.
Pros:
- Competitive pricing and low premiums
- Large selection of IRA-eligible precious metals, including platinum and palladium
- Buyback program available
Cons:
- Cancelled orders incur any market losses, plus a $35 or 5% fee on order total
- Less focused on personalized IRA guidance
Buy gold from SD Bullion
JM Bullion: Best for balance of cost and selection
JM Bullion strikes a strong balance between competitive pricing, product selection and overall ease of use. The company stands out for its A+ Better Business Bureau rating, 4.3-star Trustpilot rating and broad selection of gold, silver and IRA-eligible precious metals at generally competitive premiums.
JM Bullion has a $100 minimum order, making it accessible to newer investors while still offering the inventory depth experienced buyers expect. The company is well suited for both first-time and seasoned investors who want a straightforward online purchasing experience without sacrificing selection. However, investors focused exclusively on finding the absolute lowest premiums may occasionally find slightly better pricing elsewhere.
Pros:
- Transparent pricing and wide product selection
- Offers IRA-eligible precious metals
- Suitable for new and experienced investors
Cons:
- No international shipping
- Not always the lowest cost option
Buy gold from JM Bullion
Thor Metals Group: Best for pricing-focused alternatives
Thor Metals Group is a newer precious metals company that emphasizes transparent pricing, personalized service and guided gold IRA support. The company stands out for its A+ Better Business Bureau rating, educational approach, insured direct-delivery options and focus on customer experience, making it appealing to first-time precious metals investors.
Thor Metals requires a $10,000 minimum investment for precious metals IRAs and a $5,000 minimum for direct precious metals purchases. The company currently has a 2.4-star Trustpilot rating, which is lower than many of the more established gold IRA providers despite its strong BBB rating. It’s positioned as a lower-pressure alternative to some larger, heavily marketed gold IRA firms. However, because Thor Metals is newer than many established competitors, investors who prioritize a long operating history may prefer a legacy provider.
Pros:
- New IRA accounts have no setup fees
- Two free years of storage for accounts with $100,000 invested or more
- Insured direct-delivery options
Cons:
- Lower Trustpilot compared to many competitors
- Less established than other precious metals dealers
Buy gold from Thor Metals Group
US Gold Bureau: Best for established retail presence
United States Gold Bureau is best suited for investors seeking a more established precious metals company with both direct bullion sales and gold IRA services. The company stands out for its broad selection of gold, silver and collectible coins, making it appealing to buyers interested in both investment-grade bullion and numismatic products.
The company requires a $30,000 minimum investment for precious metals IRAs and offers direct purchases without the high-pressure sales approach associated with some competitors. It’s a solid fit for investors who value a longer operating history and a more traditional dealer experience. However, collectors and IRA investors may encounter higher premiums on some products compared with lower-cost bullion dealers.
Pros:
Cons:
- Pricing and fee structure not published online
- Higher minimum investment than some competitors
Buy gold from U.S. Gold Bureau
American Alternative Assets: Best for guided alternative investing
American Alternative Assets emphasizes personalized support, retirement account rollovers and long-term wealth preservation, making it appealing to first-time gold IRA investors who want a higher-touch experience. The company stands out for its education-focused approach to precious metals investing.
Unlike many gold IRA providers, American Alternative Assets does not require a minimum investment, making it accessible to a wider range of investors. The company also offers direct gold and silver purchases alongside IRA services. It’s best suited for investors who want personalized guidance throughout the rollover process. However, because the company is newer and smaller than many established competitors, investors who prioritize a long operating history may prefer a more established firm.
Pros:
Cons:
- Less established than some competitors
- Product catalogue and dealer premiums aren’t published online
Buy gold from American Alternative Assets
Buying precious metals involves more complexity than many financial decisions. To help readers compare precious-metals dealers more confidently, USA TODAY uses a weighted scoring methodology focused on transparency, investor protection, pricing clarity and customer experience.
Our rankings are based on independent company research, publicly available information and customer feedback from third-party review platforms. Each dealer receives a composite score based on six core categories:
- Pricing transparency and value
- Compliance, trust and reputation
- Customer experience, support and satisfaction
- Product selection and services
- Buyback program strength
- Investor education and transparency
For a detailed breakdown of scoring criteria and category weights, see our precious metals dealer methodology page.
Is buying gold online safe?
Buying gold online can be safe if you work with a reputable dealer and understand how pricing, delivery and storage work. Established dealers typically offer insured shipping, secure payment systems and a wider selection of coins and bars than local shops.
The biggest risk is overpaying or working with a company that lacks transparency. Before buying, compare premiums above the spot price of gold, review buyback policies and check customer reviews. Reputable dealers should clearly explain pricing, fees and delivery timelines without relying on high-pressure sales tactics or “limited-time” urgency claims.
It’s also important to understand what you’re buying. Gold coins are often easier for beginners because they’re widely recognized and simpler to resell in smaller amounts. Gold bars usually carry lower premiums per ounce but may be harder to liquidate quickly and require more secure storage.
If you’re investing through a retirement account, gold IRA companies can help coordinate custodians and approved storage facilities. Providers such as Goldco and American Hartford Gold specialize in that process.
To buy gold online safely, stick with dealers that offer transparent pricing, insured shipping, strong customer reviews and clear buyback policies.
Bullion dealer vs. gold IRA company
Bullion dealers and gold IRA companies both sell physical gold, but they serve different types of investors.
Bullion dealers focus on direct purchases of coins and bars that investors either store themselves or keep in a third-party vault. Companies such as APMEX, SD Bullion and JM Bullion are generally geared toward buyers looking for competitive pricing and flexible ownership.
Gold IRA companies specialize in helping investors hold physical gold inside tax-advantaged retirement accounts. These companies guide customers through rollovers, storage setup and IRS compliance requirements. To be eligible for a gold IRA, most gold bullion must meet the IRS’s minimum 99.5% purity (0.995 fineness) standard, though certain government-issued coins — such as the American Gold Eagle — are permitted even though they contain 91.67% gold.
Gold IRA providers such as Goldco, American Hartford Gold and Augusta Precious Metals focus more heavily on support and retirement planning to help ensure the metals you purchase meet these eligibility requirements and are stored at an IRS-approved depository.
In general, bullion dealers tend to offer lower costs and more flexibility, while gold IRA companies provide more guidance, retirement planning support and assistance navigating IRS rules, though they may also involve additional account, custodian and storage fees.
How gold dealers make money
Gold dealers make money through premiums, buyback spreads and service fees.
The main source of revenue is the premium above the spot price of gold. Physical gold costs more than the market spot price because dealers must cover refining, minting, shipping, insurance and operating costs. Larger gold bars often carry lower premiums, while government-issued and collectible coins usually cost more.
Dealers also profit from the spread between their selling and buyback prices. In most cases, a dealer will buy gold back for less than the current spot price, which helps cover overhead and market risk.
Some dealers also earn revenue from:
- Gold IRA setup and storage fees
- Shipping and insurance charges
- Transaction or wire fees
- Higher-margin collectible coins
Because pricing structures vary widely, it’s important to compare premiums, fees and buyback policies before purchasing.
What to look for in a gold dealer
Not all gold dealers offer the same level of value or transparency. Some focus on low-cost bullion sales, while others specialize in gold IRAs and higher-touch customer support.
Here are the most important factors to compare:
Pricing transparency
Look for dealers that clearly disclose:
- Premiums above spot price
- IRA and storage fees
- Buyback pricing
- Minimum purchase requirements
Tip: Be cautious of companies that rely heavily on “free gold” promotions or vague pricing.
Reputation and trust
Check:
- Years in business
- BBB ratings and complaints
- Trustpilot and Google reviews
- Complaint patterns and sales practices
Buyback policies
A strong buyback program can make it easier to sell your gold later. Look for clear resale terms and transparent pricing.
Customer support
This matters especially for gold IRAs, where account setup and storage coordination can be more complex. Strong dealers provide responsive communication and clear guidance throughout the process.
Product selection and education
Depending on your goals, you may want access to:
- Gold coins and bars
- IRA-eligible metals
- Silver, platinum or palladium
- Direct delivery or vault storage options
The best gold dealer for one investor may not be the best fit for another. Some buyers prioritize the lowest possible premiums, while others value guided IRA support, educational resources or broader product selection. Comparing pricing transparency, reputation, buyback policies and customer experience can help you identify which dealer best matches your investment goals and comfort level.
What is the best place to buy gold online?
The best place to buy gold online depends on your priorities. Investors focused on low premiums may prefer dealers such as SD Bullion or JM Bullion, while buyers seeking a broader selection and a polished platform may prefer APMEX. Investors opening a gold IRA often choose companies such as Goldco or American Hartford Gold for rollover guidance and retirement account support.
Are gold IRA companies worth it?
Gold IRA companies can be worthwhile for investors who want physical gold inside a tax-advantaged retirement account and value help with rollovers, storage coordination and IRS rules. However, gold IRAs also come with custodial, storage and administrative fees that don’t apply to direct bullion ownership.
Is APMEX trustworthy?
APMEX is one of the largest and most established online precious metals dealers in the United States. The company is widely known for its broad product selection, transparent ordering platform and long operating history.
Are gold dealers regulated?
Gold dealers are not regulated like banks or brokerages, which makes transparency and reputation especially important. Before buying, review customer feedback, pricing disclosures, business history and buyback policies carefully.
How do gold IRA rollovers work?
A gold IRA rollover typically involves moving funds from an existing retirement account into a self-directed IRA that holds physical precious metals. The gold IRA company usually helps coordinate the rollover, custodian setup and approved storage arrangements.