Costco’s been many things to many people—bulk grocer, electronics supplier, even travel concierge. But in the last year, it’s quietly become a surprising player in the gold market. And now? It’s rationing.

After making waves by offering gold bars online in June 2023, the warehouse retailer has reportedly reduced its purchase limit from two bars to just one per customer due to overwhelming demand. On Tuesday morning, the Costco website listed the 1 oz PAMP Suisse Lady Fortuna gold bar at $3,389.99, up from $2,779.99 a year earlier. And they’re still selling out—fast.

Analysts estimate Costco is moving $200 million worth of gold bars per month, and Reddit users are flooding forums with tips and screenshots each time the bars briefly appear in stock. The frenzy reflects a broader trend: investors are running to gold—and they’re doing it in droves.

Why Gold, Why Now?

In times of uncertainty, gold has always served as a financial safe haven. Between rising inflation, geopolitical tension, the threat of new tariffs, and mounting national debt, traditional markets are under pressure. Gold, on the other hand, offers stability, liquidity, and intrinsic value—and smart investors know it.

Wells Fargo equity analyst Edward Kelly noted the rush in a recent client memo:

“Our work suggests there has been significant interest given Costco’s aggressive pricing and high level of customer trust… The accelerating frequency of Reddit posts, quick online sell-outs, and robust monthly eComm sales suggest a sharp uptick in momentum since the launch.”

But this gold rush isn’t about hype—it’s about what’s happening underneath the surface of the economy. And if big-box retailers are having to ration access to gold, it means supply is tightening—and opportunity is shrinking.

Why Costco Isn’t the Smartest Place to Buy Gold

Let’s be honest: Costco isn’t in the business of long-term wealth protection. They’re selling gold like they sell flat-screen TVs—fast, first come, first served. You’re lucky if you catch it in stock, and once you do, there’s no personal guidance, no storage strategy, and certainly no plan for what to do next.

In other words: Costco is where you buy toilet paper in bulk, not where you build your legacy.

Enter American Alternative Assets

At American Alternative Assets, we help individuals take real ownership of their wealth through strategic gold and silver investments. Whether you’re planning for retirement, hedging against inflation, or simply looking to diversify, we provide a personalized approach backed by trusted experts—not flash sales.

Here’s why our clients choose us over warehouse websites:

• Secure, Fully Insured Storage or direct delivery to your home

• Real advisors, not anonymous product listings

• IRA-eligible gold and silver options for tax-advantaged diversification

• Clear answers and step-by-step guidance through every part of the process

• No stockouts. No gimmicks. No 3 a.m. refresh battles.

Bottom Line: The Clock Is Ticking

Costco’s decision to cut its gold bar limit is a signal, not just a policy change. It’s telling us that demand is outpacing supply—and that average investors are waking up to the role of gold in today’s financial landscape.

But if you’re serious about protecting your portfolio, don’t rely on random restocks and limited checkout carts. Make a plan. Talk to a trusted expert. Get ahead of the curve.

Secure your gold before the next shortage hits.
Download Your FREE Copy of the 2025 Wealth Protection Guide Now.
Because when gold becomes scarce… it’s already too late to wish you had more.