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American Rebel Holdings
(OTC:AREB)
Select Model
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Rating:38Underperform
Price Target:
$1.00
▲(42.86% Upside)
Action:Reiterated
Date:08/20/25
The lowest overall score is driven primarily by severe and persistent financial deterioration—negative profitability, negative equity, and chronic cash burn—indicating critical solvency and continuity risks. Technicals reinforce extreme weakness with entrenched bearish trends and lack of upward momentum. The company's valuation metrics are poor, dictated by ongoing losses and absence of dividends. No meaningful positive offset exists from recent events, and there is no evidence of turnaround. This stock is materially distressed on nearly all fundamental and market measures.
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.
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.
Read all positive and negative factors
Positive Factors
Negative 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.
Read all positive factors
American Rebel Holdings (AREB) vs. SPDR S&P 500 ETF (SPY)
Market Cap
$3.93M
Dividend YieldN/A
Average Volume (3M)757.79K
Price to Earnings (P/E)―
Beta (1Y)-19.79
Revenue Growth-9.02%
EPS Growth98.54%
CountryUS
Employees26
SectorConsumer Cyclical
Sector Strength84
IndustryApparel - Footwear & Accessories
Share Statistics
EPS (TTM)N/A
Shares Outstanding19,654,163
10 Day Avg. Volume1,835,063
30 Day Avg. Volume757,794
Financial Highlights & Ratios
PEG Ratio<0.01
Price to Book (P/B)0.17
Price to Sales (P/S)0.08
P/FCF Ratio-0.10
Enterprise Value/Market Cap4.42
Enterprise Value/Revenue1.93
Enterprise Value/Gross Profit-19.71
Enterprise Value/Ebitda-0.53
Forecast
1Y Price TargetN/A
Price Target UpsideN/A
Rating ConsensusN/A
Number of Analyst Covering0
EPS Forecast (FY)N/A
Revenue Forecast (FY)N/A
American Rebel Holdings Business Overview & Revenue Model
Company Description
American Rebel Holdings, Inc. designs, manufactures, and markets branded safes, and personal security and self-defense products under the American Rebel brand in the United States. The company also designs and produces branded apparel and accessor...
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 ...
American Rebel Holdings Financial Statement Overview
Summary
Income Statement
13
Very Negative
Balance Sheet
7
Very Negative
Cash Flow
19
Very Negative
| Breakdown | TTM | Dec 2025 | Dec 2024 | Mar 2024 | Dec 2022 | Dec 2021 |
|---|---|---|---|---|---|---|
Income Statement | ||||||
| Total Revenue | 9.00M | 9.52M | 11.42M | 16.00M | 7.95M | 986.83K |
| Gross Profit | -880.85K | -197.75K | -119.64K | 1.80M | -807.00K | 174.70K |
| EBITDA | -32.71M | -31.55M | -13.40M | -9.26M | -9.83M | -4.03M |
| Net Income | -36.24M | -34.33M | -17.60M | -9.73M | -10.09M | -6.10M |
Balance Sheet | ||||||
| Total Assets | 30.72M | 31.82M | 10.01M | 11.55M | 16.56M | 968.60K |
| Cash, Cash Equivalents and Short-Term Investments | 475.79K | 147.59K | 287.55K | 1.08M | 356.75K | 17.61K |
| Total Debt | 17.80M | 22.29M | 10.81M | 4.75M | 2.58M | 3.90M |
| Total Liabilities | 23.54M | 27.44M | 17.64M | 7.47M | 5.21M | 5.14M |
| Stockholders Equity | 7.19M | 4.38M | -7.63M | 4.07M | 11.35M | -4.17M |
Cash Flow | ||||||
| Free Cash Flow | -10.41M | -7.55M | -7.02M | -7.04M | -7.66M | -847.85K |
| Operating Cash Flow | -7.70M | -7.22M | -7.02M | -7.03M | -7.63M | -847.85K |
| Investing Cash Flow | -327.16K | -329.44K | -3.09K | -331.30K | -8.49M | 0.00 |
| Financing Cash Flow | 10.04M | 10.04M | 6.23M | 8.15M | 16.39M | 804.55K |
American Rebel Holdings Technical Analysis
Negative
0.70
Price Trends
0.19
Negative
2.37
Negative
758.07
Negative
Market Momentum
-0.11
Negative
29.74
Positive
36.30
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 above the 20-day moving average (MA) of 0.21, above the 50-day MA of 0.19, and below the 200-day MA of 758.07, indicating a bearish trend. The MACD of -0.11 indicates Negative momentum. The RSI at 29.74 is Positive, neither overbought nor oversold. The STOCH value of 36.30 is Neutral, not indicating any strong overbought or oversold conditions. Overall, these indicators collectively point to a Negative sentiment for AREB.
American Rebel Holdings Risk Analysis
American Rebel Holdings disclosed 57 risk factors in its most recent earnings report. American Rebel Holdings reported the most risks in the "Finance & Corporate" category.
Finance & Corporate - Financial and accounting risks. Risks related to the execution of corporate activity and strategy
Latest Risks Added 0 New Risks
American Rebel Holdings Peers Comparison
UnderperformOutperform
Sector (61)
Name | Overall Rating | Market Cap | P/E Ratio | ROE | Dividend Yield | Revenue Growth | EPS Growth |
|---|---|---|---|---|---|---|---|
77 Outperform | $368.32M | 12.72 | 11.38% | 1.57% | 9.24% | 54.03% | |
69 Neutral | $1.20B | 29.23 | -99.42% | 4.07% | 3.76% | -2.25% | |
65 Neutral | $371.76M | 15.54 | 9.63% | 8.08% | -3.70% | -18.57% | |
61 Neutral | $18.38B | 12.79 | -2.54% | 3.03% | 1.52% | -15.83% | |
55 Neutral | $96.97M | -4.98 | -14.57% | ― | -20.21% | 73.73% | |
38 Underperform | $3.93M | ― | 943.97% | ― | -9.02% | 98.54% |
* Consumer Cyclical Sector Average
AREB
American Rebel Holdings
0.19
-51,599.81
-100.00%
RCKY
Rocky Brands
49.95
22.62
82.76%
VRA
Vera Bradley
3.49
1.46
71.92%
WEYS
Weyco Group
43.90
17.42
65.77%
WINA
Winmark
362.62
-16.81
-4.43%
American Rebel Holdings Corporate Events
Business Operations and StrategyPrivate Placements and Financing
American Rebel Holdings Executes July 2026 Financing Agreements
Negative
Jul 21, 2026
In July 2026, American Rebel Holdings undertook a series of financing and balance sheet transactions, including a $124,200 discounted loan from 1800 Diagonal Lending and multiple note exchanges with Streeterville Capital that converted portions of...
Business Operations and StrategyPrivate Placements and Financing
American Rebel Holdings Secures New Debt Financing Agreement
Neutral
Jul 2, 2026
On June 23, 2026, American Rebel Holdings entered into a Securities Purchase Agreement with 1800 Diagonal Lending, LLC, securing a $152,950 promissory note that delivered net proceeds of $125,000 after discounts and fees. The note requires fifteen...
Business Operations and StrategyPrivate Placements and Financing
American Rebel Expands Costly Financing and Restructures Debt
Negative
Jun 18, 2026
American Rebel Holdings has expanded its short-term financing through two high-cost promissory notes entered on June 9 and June 12, 2026, securing gross proceeds of about $279,494 before discounts and fees, and net cash of $232,000. The Quick Capi...
Business Operations and StrategyPrivate Placements and Financing
American Rebel Executes Equity-for-Debt Capital Restructuring Transactions
Neutral
May 8, 2026
American Rebel Holdings significantly restructured parts of its capital stack between April 30 and May 6, 2026, by converting multiple tranches of Series E preferred stock held by Streeterville into common shares. Across a sequence of exchanges on...
Business Operations and StrategyDelistings and Listing ChangesPrivate Placements and FinancingRegulatory Filings and ComplianceStock Split
Nasdaq Trading Resumes as American Rebel Adjusts Capital Structure
Neutral
Apr 29, 2026
On April 10, 2026, American Rebel Holdings entered into a $270,000 original-issue-discount promissory note, receiving $189,000 in net proceeds after discounts and guaranteed interest. The note features a $10,000 monitoring fee, steep premium payme...
Glossary
BuyA stock rated as a "Buy" is expected to perform better than the overall market or a specific benchmark over the near-to-medium term. This rating suggests the stock is likely to deliver higher returns compared to other stocks in the same sector or market index. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
HoldA stock rated as a "Hold" is expected to perform in line with the overall market or a specific benchmark. This rating indicates that the stock is neither particularly compelling nor unfavorable for investment. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
SellA stock rated as a "Sell" is expected to perform worse than the overall market or a specific benchmark over the near-to-medium term. This rating suggests the stock may deliver lower returns compared to other stocks in the same sector or market index. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
Disclaimer
This AI Analyst Stock Report is automatically generated by our AI systems using advanced algorithms and publicly available financial, technical, and market data. While the information provided aims to be accurate and insightful, it is intended for informational purposes only and should not be considered financial advice. Any content created by an AI (Artificial Intelligence) system may contain inaccuracies and/or contain errors. Investing in stocks carries inherent risks, and past performance is not indicative of future results. This report does not account for your personal financial circumstances, objectives, or risk tolerance. Always conduct your own research or consult with a qualified financial advisor before making investment decisions. The analysis and recommendations provided are based on historical and current data and may not fully reflect future market conditions or unexpected developments. Neither the creators of this report nor its affiliated entities guarantee the accuracy, completeness, or reliability of the information presented. Use this report at your own discretion and risk.