Byrna Reports 50% Surge in Average Daily Web Visits Following Launch of New AI Advertising Process

Byrna.com Sessions Averaged More than 50,000 per Day During First 21 Days of August, the Highest Level in Company History

Byrna’s “We Don’t Sell Bananas” AI-Created Commercial Surpasses 66 Million Views

ANDOVER, Mass., Aug. 25, 2025 (GLOBE NEWSWIRE) -- Byrna Technologies Inc. (“Byrna” or the “Company”) (Nasdaq: BYRN), a personal defense technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions, today announced that its new proprietary AI-driven advertising process has delivered a substantial increase in consumer engagement and web traffic.

For the first eight months of fiscal 2025, spanning December 1 through July 31, Byrna averaged approximately 33,400 daily web sessions. Since introducing its proprietary creative content development process that draws upon a number of new AI-based tools, Byrna’s “We Don’t Sell Bananas” advertising campaign which debuted in early August, drove an increase in average daily sessions on Byrna.com of 50% to more than 50,000 web sessions per day – the highest level in the Company’s history. Amazon web sessions have also seen strong growth, rising 75% compared to their 2025 average during the first 21 days of August.

Byrna’s “We Don’t Sell Bananas” commercial, the first campaign produced under this new ad creation process, has been viewed more than 66 million times. More importantly, it has proven highly cost-effective, driving website traffic at a cost of $0.53 per visitor compared to $0.94 for Byrna’s iconic “How It Works” campaign, a 43% savings.

A Media Snippet accompanying this announcement is available by clicking on this link.

This AI-driven advertising initiative represents an important new step in Byrna’s brand-building strategy. By leveraging available AI tools with proprietary technical and creative processes, Byrna can generate professional-quality commercials in days rather than weeks, continuously refresh content, and A/B test multiple variations at scale. This process has also enabled the Company to adapt its creative content more quickly to the requirements of the cable networks where the content is running, resulting in broader distribution opportunities and lower customer acquisition costs.

Increased web traffic is already beginning to translate into higher sales. For the first 21 days of August, Byrna.com sales rose 31% compared to the prior 21-day period. Because new customers typically require multiple visits before making a purchase, the Company expects the full benefit of this surge in traffic to be realized over time as conversion rates revert to their 1.0% mean.

“Our new AI-powered proprietary approach to content creation is proving to be a powerful tool for scaling Byrna’s brand awareness effectively,” said Bryan Ganz, CEO of Byrna. “It enables us to produce compelling ads faster, test and optimize these ads more effectively, and expand our reach across cable networks at a significantly lower cost than traditional methods.”

Byrna’s proprietary approach to AI content creation is expected to play an increasingly important role in the Company’s marketing efforts as it continues to broaden brand visibility and tap into the vast addressable market for less-lethal personal security solutions.

About Byrna Technologies Inc.
Byrna is a technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions. For more information on the Company, please visit the corporate website here or the Company’s investor relations site here. The Company is the manufacturer of the Byrna^® CL, Byrna^® LE and Byrna^® SD personal security devices, state-of-the-art handheld CO2 powered launchers designed to provide a less-lethal alternative to a firearm for the consumer, private security, and law enforcement markets. To purchase Byrna products, visit the Company’s e-commerce store.

Forward-Looking Statements
This news release contains "forward-looking statements" within the meaning of the securities laws. All statements contained in this news release, other than statements of current and historical fact, are forward-looking. Often, but not always, forward-looking statements can be identified by the use of words such as "plans," "expects," "intends," "anticipates," and "believes" and statements that certain actions, events or results "may," "could," "would," "should," "might," "occur," or "be achieved," or "will be taken." Forward-looking statements include descriptions of currently occurring matters which may continue in the future. Forward-looking statements in this news release include but are not limited to our statements related to the anticipated launch and availability of ByrnaCare, expected customer adoption of ByrnaCare, the impact of ByrnaCare on customer satisfaction and loyalty, and Byrna’s ability to create additional high-margin revenue streams through protection services. Forward-looking statements are not, and cannot be, a guarantee of future results or events. Forward-looking statements are based on, among other things, opinions, assumptions, estimates, and analyses that, while considered reasonable by the Company at the date the forward-looking information is provided, inherently are subject to significant risks, uncertainties, contingencies, and other factors that may cause actual results and events to be materially different from those expressed or implied.

Any number of risk factors could affect our actual results and cause them to differ materially from those expressed or implied by the forward-looking statements in this news release, including, but not limited to, disappointing market responses to current or future products or services; prolonged, new, or exacerbated disruption of our supply chain; the further or prolonged disruption of new product development; production or distribution disruption or delays in entry or penetration of sales channels due to inventory constraints, competitive factors, increased transportation costs or interruptions, including due to weather, flooding or fires; prototype, parts and material shortages, particularly of parts sourced from limited or sole source providers; determinations by third party controlled distribution channels, including Amazon, not to carry or reduce inventory of the Company’s products; determinations by advertisers or social media platforms, or legislation that prevents or limits marketing of some or all Byrna products; the loss of marketing partners; increases in marketing expenditure may not yield expected revenue increases; potential cancellations of existing or future orders including as a result of any fulfillment delays, introduction of competing products, negative publicity, or other factors; product design or manufacturing defects or recalls; litigation, enforcement proceedings or other regulatory or legal developments; changes in consumer or political sentiment affecting product demand; regulatory factors including the impact of commerce and trade laws and regulations and the implementation or change in tariffs; and future restrictions on the Company’s cash resources, increased costs and other events that could potentially reduce demand for the Company’s products or result in order cancellations. The order in which these factors appear should not be construed to indicate their relative importance or priority. We caution that these factors may not be exhaustive; accordingly, any forward-looking statements contained herein should not be relied upon as a prediction of actual results. Investors should carefully consider these and other relevant factors, including those risk factors in Part I, Item 1A, ("Risk Factors") in the Company’s most recent Form 10-K and Part II, Item 1A (“Risk Factors”) in the Company’s most recent Form 10-Q, should understand it is impossible to predict or identify all such factors or risks, should not consider the foregoing list, or the risks identified in the Company’s SEC filings, to be a complete discussion of all potential risks or uncertainties, and should not place undue reliance on forward-looking information. The Company assumes no obligation to update or revise any forward-looking information, except as required by applicable law.

Investor Contact:
Tom Colton and Alec Wilson
Gateway Group, Inc.
949-574-3860
BYRN@gateway-grp.com

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