Focusing on recurring interactions with AoA:
1) Website could use improvements, a bit quirky to navigate. Feels like it was designed about 10 years ago. Minor gripe.
2) Have ordered online half-dozen times, no issue with any orders. Great packaging, items arrived as expected, all tracked.
3) Traveled out to their AZ store to make use of their offer to test fire guns on their indoor range. There are so many guns I never held or shot before, was worth it to me to make the drive. Exchanged emails with them so they knew when I was coming. The sales guy let me fire a couple of shots from the different test rifles they had on the rack, pretty much everything I wanted to shoot, although only a few shots each. My only "gripe" was that they seemed a bit underwhelmed that I made a 350 mile journey to meet them in person and assess which guns to buy. Felt a bit rushed to look at what was there and make quick decisions without much range time, even though they weren't busy at all.
4) Sales opened 4 copies of a rifle I wanted, from which I selected two and purchased them; had them shipped instead of taking from the store (saved on tax - I know, seems silly). Both the sales guy and me inspected the rifles prior to re-boxing, and then AoA did their own routine pre-shipment inspection after that. Still, on arrival one rifle had missing bluing around the breech seal, something missed by all of us in the store. AoA accepted return of the rifle. However, the main sales guy there was snarky about it , as if it were my fault that it was missed in the lowly-lit store, even when it passed their own inspection - twice. Hard to put my finger on this, but I guess I would say they came across as a bit arrogant/put-off. Maybe this was just a one-off experience but I let the sales guy know it wasn't appreciated.
5) I will continue to purchase from them, as needed. Meaning, if they have something the others don't, or an item at a better price than others, I'll buy it. They are reputable, knowledgeable, and know how to package items to survive UPS/FedEx.
Based on my experiences, AoA gets 3.5 stars; minus 0.5-1 star for lazy website tech and minus 0.5-1 star for customer service experience. Solid, not the best nor worst. They do carry some exclusive items as well, which is appreciated. So maybe 3.75 stars lol.