Privacy Policy

This Privacy Policy describes how American Fire Supply collects, uses, and discloses personal information through americanfiresupply.com (the "Site") and in connection with customer accounts, orders, and credit applications.

Last Updated: October 30, 2026

Summary

  • We collect the information you provide when you register for an account, place an order, apply for credit, contact us, or subscribe to our emails, together with limited technical information about how the Site is used.
  • We use that information to administer accounts, fulfill and ship orders, evaluate credit applications, respond to inquiries, and maintain and improve the Site.
  • We do not sell personal information, and the Site does not use advertising or retargeting cookies.
  • We disclose personal information only to service providers that support our business, to the references named in a credit application, and where required by law.
  • Questions and requests may be directed to [email protected] or 800-252-7570.

Sections: Scope | Information We Collect | Use of Information | Cookies and Analytics | Disclosure of Information | Data Security | Data Retention | Your Choices and Requests | Other Websites | Changes to This Policy | Contact Us

Scope of This Policy

American Fire Supply ("American Fire Supply," "we," "us," or "our") supplies fire protection products from locations in Fitchburg, Massachusetts and Fort Worth, Texas. This Privacy Policy applies to personal information we collect through the Site and to personal information you provide to us by email or telephone in connection with an order or account. In this Privacy Policy, "personal information" means information that identifies a particular individual or could reasonably be linked to one.

The Site is intended for business customers located in the United States. If you access the Site from outside the United States, your information will be transferred to the United States and handled as this Privacy Policy describes. The Site is not directed to children under the age of 13, and we do not knowingly collect personal information from children. If we learn that we have collected personal information from a child under 13, we will delete it.

Information We Collect

We collect the following information when you provide it to us:

  • Account registration: company name, your name, username, email address, telephone number, company website, type of business, whether you have previously held an account with us, and your preferred payment method.
  • Orders: billing and shipping addresses, contact information, and the products ordered.
  • Credit applications: business name, addresses, telephone and fax numbers, the names and email addresses of accounts payable and purchasing contacts, years in business, the credit line requested, tax exemption number, trade references, bank name and contact, and the name, title, and signature of the individual signing the application. We also request a completed IRS Form W-9, which contains a taxpayer identification number. For a sole proprietor, that number may be a Social Security number.
  • Inquiries: your name, email address, and the content of your message.
  • Email subscriptions: your name, email address, and business name.

If you pay by credit card, your card information is transmitted to our payment processor to complete the transaction. We do not store full card numbers on the Site. Please do not send card numbers by email or through the Site's contact form.

When you visit the Site, we and our service providers also collect certain information automatically through cookies and server logs, including your IP address, browser and device type, the pages you view, the website that referred you, and your approximate location (city or region) as estimated from your IP address.

Use of Information

We use personal information to:

  • establish and administer customer accounts, process and ship orders, and issue invoices;
  • evaluate credit applications, establish payment terms, and maintain tax exemption records;
  • respond to inquiries and provide customer service;
  • send communications about orders and accounts;
  • send information about products and promotions to those who have requested it;
  • analyze use of the Site in order to maintain and improve it;
  • protect the Site and our customers against fraud, spam, and security threats; and
  • comply with our legal, tax, and accounting obligations.

Cookies and Analytics

Cookies are small files that a website stores in your browser. The Site uses two categories of cookies. Essential cookies keep you signed in, maintain the contents of your cart, and protect the Site against attacks and automated traffic; the Site cannot function properly without them. Analytics cookies are set by Google Analytics, a service that reports to us how visitors find and use the Site, such as which pages are viewed most often. Google processes this information on our behalf. For more information, see How Google uses information from sites or apps that use its services. You may opt out of Google Analytics on all websites by installing the Google Analytics Opt-out Browser Add-on.

The Site does not use advertising, retargeting, or social media tracking cookies. We will update this Privacy Policy before that practice changes. Apart from Google Analytics as described above, we do not permit third parties to collect personal information about your online activities on the Site over time or across other websites.

Most browsers allow you to block or delete cookies. If you block essential cookies, you may be unable to sign in or place an order.

Some browsers transmit "Do Not Track" signals. Because no uniform standard governs how a website should respond to those signals, the Site does not currently respond to them.

Disclosure of Information

We do not sell or rent personal information, and we do not disclose personal information to third parties for their own direct marketing purposes. We disclose personal information only as follows:

  • Service providers. We engage companies that perform services on our behalf, including website hosting and security, ecommerce platform services, payment processing, email delivery, analytics, and accounting software. These providers may use personal information only to perform services for us.
  • Shipping carriers. We provide carriers with the name, address, and telephone number required to deliver your order.
  • Credit references. When you apply for credit, we contact the bank and trade references named in your application.
  • Legal requirements. We may disclose personal information where required by law or legal process, or where we believe disclosure is necessary to protect our rights, our customers, or others against fraud or harm.
  • Business transfers. If American Fire Supply is sold to or merged with another company, customer information may be transferred to the successor, which will be required to continue protecting it as this Privacy Policy describes.

Data Security

The Site uses an encrypted (HTTPS) connection. We limit access to customer information to the employees and service providers who need it, and we store uploaded documents, such as W-9 forms, in locations that are not publicly accessible. No website or computer system is completely secure, and we cannot guarantee the security of your information. If a security incident affects your personal information, we will notify you as required by applicable law.

Data Retention

We retain personal information for as long as your account remains active and thereafter for as long as necessary to meet our legal, tax, and accounting obligations, resolve disputes, and enforce our agreements. When personal information is no longer needed for those purposes, we delete it or remove the details that identify you.

Your Choices and Requests

Regardless of where you reside, you may ask us to:

  • disclose the personal information we hold about you;
  • correct personal information that is inaccurate; or
  • delete your personal information, except information we are required to retain for legal, tax, or accounting purposes or to complete an order.

Account holders may update certain account information by signing in to the Site. To submit any other request, email [email protected] or call 800-252-7570. We may need to verify your identity before acting on a request, and we will respond within 45 days of receiving it.

We send promotional emails only to those who have subscribed to them. Each promotional email contains an unsubscribe link, and you may also ask us to remove you from our list. Communications about orders and accounts are not promotional, and you will continue to receive them while you have an open order or account.

The Site contains links to websites operated by others, including manufacturers and social media services. Those websites are governed by their own privacy policies, and we are not responsible for their privacy practices.

Changes to This Policy

We may amend this Privacy Policy from time to time. When we do, we will post the amended version on this page and revise the "Last Updated" date above. If we make a material change to how we use personal information we have already collected, we will also post a notice on the Site before the change takes effect.

Contact Us

Questions about this Privacy Policy or your personal information may be directed to:

American Fire Supply
222 Bemis Rd.
Fitchburg, MA 01420
[email protected]
800-252-7570