American Rebel Holdings (AREB) AI Stock Analysis

• Market Cap: $4.65M
• Dividend Yield: N/A
• Average Volume (3M): 757.79K
• Price to Earnings (P/E): ―
• Beta (1Y): -21.46
• Revenue Growth: -36.59%
• EPS Growth: 78.24%
• Country: US
• Employees: 60
• Sector: Consumer Cyclical
• Sector Strength: 84
• Industry: Apparel - Footwear & Accessories
• EPS (TTM): -483.36
• Shares Outstanding: 6,662,308
• 10 Day Avg. Volume: 1,835,063
• 30 Day Avg. Volume: 757,794
• PEG Ratio: >-0.01
• Price to Book (P/B): -0.01
• Price to Sales (P/S): 0.00909
• P/FCF Ratio: -0.01
• Enterprise Value/Market Cap: 2.17
• Enterprise Value/Revenue: 1.12
• Enterprise Value/Gross Profit: -23.26
• Enterprise Value/Ebitda: -0.31
• 1Y Price Target: N/A
• Price Target Upside: N/A
• Rating Consensus: Moderate Sell
• Number of Analyst Covering: 0
• EPS Forecast (FY): N/A
• Revenue Forecast (FY): N/A

• Rating: 38 Underperform
• Price Target: $1.00 ▲(42.86% Upside)

American Rebel Holdings is facing severe financial and operational challenges. The company's financial performance is notably weak, with negative profitability and high leverage. Technical analysis indicates bearish momentum, and recent corporate events further exacerbate financial instability. The stock's valuation is unattractive due to negative earnings and lack of dividends.

Positive Factors

Market Expansion

The successful launch of American Rebel Light Beer in Indiana with 10% market penetration indicates potential for market expansion and increased brand recognition, supporting long-term growth in the beverage segment.

Strategic Partnerships

The partnership with Budweiser of Asheville to expand beer distribution in Western North Carolina strengthens American Rebel's market presence and aligns with established distributors, enhancing growth potential.

Dealer Network Expansion

Expanding the dealer network for Champion Safe Company products increases distribution channels and supports revenue growth, enhancing American Rebel's market reach and product availability.

Negative Factors

Financial Instability

Persistent financial instability, characterized by declining revenues and high leverage, poses a risk to long-term sustainability and requires strategic restructuring to improve financial health.

Loan Default Challenges

The loan default and subsequent forbearance agreement highlight significant financial distress, potentially impacting the company's ability to secure future financing and maintain operations.

Negative Cash Flow

Negative cash flows indicate ongoing cash burn, which can strain resources and limit the company's ability to invest in growth opportunities, affecting long-term viability.

American Rebel Holdings Business Overview & Revenue Model

Company Description

American Rebel Holdings, Inc. provides safes and personal security products. The company offers home, office, and personal safes, as well as vault doors; concealed carry backpacks; and a range of concealed carry jackets, vests, coats, and T-shirts for men and women. It also provides supplemental accessories, including space savings items for its safes, such as hangers, lights kits, moisture guard, and rifle rod kits. The company markets its products through retailers, local specialty sports, hunting, and firearms stores, as well as online. American Rebel Holdings, Inc. was founded in 2014 and is based in Nashville, Kansas.

How the Company Makes Money

American Rebel Holdings generates revenue through multiple streams, primarily by selling its branded merchandise, which includes clothing, bags, and personal safety items. The company employs a direct-to-consumer sales model, utilizing e-commerce platforms to reach customers directly. In addition to online sales, American Rebel may also explore partnerships with retail outlets to enhance its market presence. The brand's focus on quality and patriotic messaging helps to attract a dedicated customer base, further bolstering its revenue. Strategic marketing initiatives, including social media campaigns and influencer partnerships, contribute to driving sales and increasing brand visibility.

American Rebel Holdings Financial Statement Overview

Summary

American Rebel Holdings is facing significant financial challenges, including declining revenues, negative profitability margins, high leverage, and negative cash flows. These factors indicate a need for strategic restructuring to improve financial health and sustainability.

Income Statement

American Rebel Holdings has been experiencing declining revenues with a negative revenue growth rate of -4.18% in the TTM period. The company is facing significant profitability challenges, as indicated by negative gross profit, net profit, EBIT, and EBITDA margins. These negative margins suggest that the company is struggling to manage costs effectively and achieve profitability.

Balance Sheet

The balance sheet reveals a concerning financial structure with negative stockholders' equity, resulting in a negative debt-to-equity ratio. This indicates high leverage and potential solvency issues. Although the return on equity is positive, it is due to negative equity, which is not sustainable. The equity ratio is also negative, highlighting the company's reliance on debt financing.

Cash Flow

The cash flow statement shows negative operating and free cash flows, indicating cash burn. However, the free cash flow to net income ratio is slightly above 1, suggesting that cash flow is somewhat aligned with reported losses. The free cash flow growth rate is positive, but this is from a negative base, which does not indicate improvement in cash generation.

Breakdown	TTM	Dec 2024	Dec 2023	Dec 2022	Dec 2021	Dec 2020
Income Statement
Total Revenue	9.01M	11.42M	16.00M	7.95M	986.83K	1.26M
Gross Profit	-433.73K	-119.64K	1.80M	-807.00K	174.70K	303.19K
EBITDA	-32.67M	-13.40M	-9.26M	-9.83M	-4.03M	-2.71M
Net Income	-36.33M	-17.60M	-9.73M	-10.09M	-6.10M	-5.98M
Balance Sheet
Total Assets	31.74M	10.01M	11.55M	16.56M	968.60K	1.12M
Cash, Cash Equivalents and Short-Term Investments	722.23K	287.55K	1.08M	356.75K	17.61K	60.90K
Total Debt	22.51M	10.81M	4.75M	2.58M	3.90M	4.99M
Total Liabilities	28.37M	17.64M	7.47M	5.21M	5.14M	6.13M
Stockholders Equity	3.38M	-7.63M	4.07M	11.35M	-4.17M	-5.01M
Cash Flow
Free Cash Flow	-3.40M	-7.02M	-7.04M	-7.66M	-847.85K	-1.97M
Operating Cash Flow	-5.28M	-7.02M	-7.03M	-7.63M	-847.85K	-1.97M
Investing Cash Flow	-51.27K	-3.09K	-331.30K	-8.49M	0.00	0.00
Financing Cash Flow	10.29M	6.23M	8.15M	16.39M	804.55K	1.90M

American Rebel Holdings Technical Analysis

• Technical Analysis Sentiment: Negative
• Last Price: 0.70
• 50DMA: Negative
• 100DMA: Negative
• 200DMA: Negative
• MACD: Negative
• RSI: Neutral
• STOCH: Neutral

Evaluating momentum and price trends is crucial in stock analysis to make informed investment decisions. For AREB, the sentiment is Negative. The current price of 0.7 is below the 20-day moving average (MA) of 0.86, below the 50-day MA of 1.07, and below the 200-day MA of 29.86, indicating a bearish trend. The MACD of -0.24 indicates Negative momentum. The RSI at 33.26 is Neutral, neither overbought nor oversold. The STOCH value of 38.59 is Neutral, not indicating any strong overbought or oversold conditions. Overall, these indicators collectively point to a Negative sentiment for AREB.

American Rebel Holdings Peers Comparison

Name	Overall Rating	Market Cap	P/E Ratio	ROE	Dividend Yield	Revenue Growth	EPS Growth
RCKY	76 Outperform	$228.26M	11.11	8.67%	2.08%	4.13%	53.56%
WEYS	70 Outperform	$295.71M	12.22	9.57%	9.66%	-3.64%	-16.12%
WINA	69 Neutral	$1.55B	38.16	―	3.35%	3.35%	1.97%
Sector *	61 Neutral	$18.38B	12.79	-2.54%	3.03%	1.52%	-15.83%
VRA	46 Neutral	$88.06M	-1.06	-46.60%	―	-29.74%	-405.24%
AREB	38 Underperform	$4.65M	―	―	―	-36.59%	78.24%

American Rebel Holdings Corporate Events

American Rebel Holdings Secures New Working Capital Financings

On December 15, 2025, American Rebel Holdings entered into two new working-capital financings, issuing a $152,950 promissory note to 1800 Diagonal Lending and an $86,250 promissory note to Boot Capital, generating net proceeds of $125,000 and $75,000 respectively. Both notes carry structured amortization schedules through March 15, 2027, impose a 150% repayment obligation plus 22% default interest in the event of default, and become convertible into restricted common stock at a 25% market discount only upon default, subject to a 4.99% ownership cap and without accompanying warrants or derivatives; the company has reserved sufficient shares for potential conversions. Management stated that proceeds from the 1800 note will support general working capital with an emphasis on consumer products operations, while the Boot note will fund working capital needs, including those of American Rebel Beverages, and indicated that these borrowings fit within the indebtedness caps and carve-outs under its existing $5.47 million Streeterville Capital secured note, suggesting that the new financings are structured to avoid breaching restrictive covenants while shoring up liquidity across key operating segments.

The most recent analyst rating on (AREB) stock is a Sell with a $1.00 price target. To see the full list of analyst forecasts on American Rebel Holdings stock, see the AREB Stock Forecast page.

American Rebel Secures $787,500 Loan for Inventory

On December 4, 2025, American Rebel Holdings and its subsidiaries entered into a working capital line agreement with Agile Lending, LLC to secure a $787,500 loan for Champion Safe Company, primarily for inventory purchases. The loan, which is due on June 25, 2026, complies with existing covenants under a previous agreement with Streeterville Capital, LLC, allowing the company to enhance its operational capabilities without requiring additional consent.

The most recent analyst rating on (AREB) stock is a Sell with a $1.00 price target. To see the full list of analyst forecasts on American Rebel Holdings stock, see the AREB Stock Forecast page.

American Rebel Holdings Achieves Nasdaq Compliance Confirmation

On November 21, 2025, American Rebel Holdings received confirmation from the Nasdaq Hearings Panel that it complies with Nasdaq Listing Rule 5550(b)(1), which requires a minimum stockholders’ equity of $2.5 million. This compliance follows a strategic effort throughout 2025 to address a previous equity deficiency, culminating in a reported stockholders’ equity of $3,378,257 as of September 30, 2025. The company will be under a one-year monitoring period by Nasdaq, and any future non-compliance could lead to delisting without an additional compliance period. This milestone is seen as crucial for maintaining liquidity, expanding the investor base, and ensuring transparency, as emphasized by CEO Andy Ross.

The most recent analyst rating on (AREB) stock is a Sell with a $1.00 price target. To see the full list of analyst forecasts on American Rebel Holdings stock, see the AREB Stock Forecast page.

American Rebel Holdings Retains Nasdaq Listing

On October 20, 2025, American Rebel Holdings received a decision from the Nasdaq Hearings Panel allowing it to continue its listing on Nasdaq, provided it complies with the Equity Rule by November 15, 2025. The company had a hearing on September 30, 2025, after failing to meet the Equity Rule, and must now demonstrate compliance through public disclosure and a balance sheet. Failure to comply could result in delisting from Nasdaq.

The most recent analyst rating on (AREB) stock is a Sell with a $1.00 price target. To see the full list of analyst forecasts on American Rebel Holdings stock, see the AREB Stock Forecast page.

American Rebel Holdings Secures Loan Agreement

On October 14, 2025, American Rebel Holdings entered into a Securities Purchase Agreement with 1800 Diagonal Lending, LLC, resulting in a loan of $183,280. The agreement includes a promissory note with a net loan proceed of $158,000 after discounts and fees, with a structured repayment plan over fifteen months. Additionally, the company executed a 1-for-20 reverse stock split on October 3, 2025, and issued new shares to accommodate rounding adjustments. Several conversions of Series D Convertible Preferred Stock into common stock occurred in early October 2025, increasing the total outstanding shares to 5,421,049.

The most recent analyst rating on (AREB) stock is a Sell with a $1.00 price target. To see the full list of analyst forecasts on American Rebel Holdings stock, see the AREB Stock Forecast page.

American Rebel Announces Reverse Stock Split for Nasdaq Compliance

On September 30, 2025, American Rebel Holdings entered into a Minority Membership Interest Purchase Agreement with RAEK Data, LLC, acquiring a 3% ownership interest in RAEK by issuing 200,000 shares of Series D Convertible Preferred Stock. Additionally, on October 1, 2025, the company executed a Securities Purchase Agreement with Horberg Enterprises, selling 100,000 shares of Series D Convertible Preferred Stock for $750,000, using part of the proceeds to repay a previous note. Furthermore, American Rebel announced a 1-for-20 reverse stock split effective October 3, 2025, to maintain Nasdaq compliance and enhance market visibility. The split includes protections for shareholders holding at least 100 shares, ensuring no negative change in economic share value.

The most recent analyst rating on (AREB) stock is a Sell with a $1.00 price target. To see the full list of analyst forecasts on American Rebel Holdings stock, see the AREB Stock Forecast page.