1. Does It Have Good Reviews?
We look for an outside customer rating of four stars or higher as part of our evaluation criteria. Reviews are a starting point, not a replacement for testing.
Behind Every Heartland America Product
We Test Every Product. So You Can Shop With Confidence.
Our buying team tests every product we consider selling—and says no when it doesn't meet our standards. Because shopping should be about finding something useful, not sorting through hundreds of options.
40+ Years
Combined buying experience
Every Product
Physically tested before approval
90%+
Of our assortment ships from our warehouse
Meet the People Behind the Products
Meet Eric and James, Our Senior Merchandise Buyers.
Great products don't just find their way into our assortment. There are experienced people behind the decisions.
Senior Merchandise Buyers Eric and James help guide our product selection process with our customers' needs in mind. Our buying team brings over 40 years of combined experience to evaluating the products we sell.
Our philosophy: More choices aren't always better choices. We'd rather carry a thoughtfully selected assortment than 200 nearly identical versions of the same thing.
Behind the Scenes
Our 5-Point Product Check
We don't just read a product description. Our team asks five important questions before making an approval decision.
2. Would Our Customers Use It?
We know our customers value practical, useful products that make sense for everyday life.
3. Does It Solve a Problem?
We look for products that make everyday jobs easier, more convenient, or more comfortable. But we also ask ourselves: Does this product provide a real solution to a common problem?
Whether it's saving time on a household task, making yard work more manageable, or adding comfort to your daily routine, we want every product to serve a meaningful purpose.
If it doesn't offer a practical benefit to our customers, it may not make the cut.
4. Does It Actually Work?
We physically obtain and handle the products we consider selling. That means actually wearing, riding, or using a product—whatever makes sense for the item being evaluated.
We check how it performs, how it feels, and whether its functionality and overall quality meet the standards we uphold at Heartland America.
We don't just take the manufacturer's word for it. We test it ourselves.
5. Are the Instructions Clear?
If setup or assembly is needed, we evaluate whether the instructions are clear and understandable.
Then Comes Our Decision.
If a product meets our standards for usefulness, performance, and quality, it can earn approval. If it doesn't, we can reject it.
Not everything makes the cut.
Less Searching. Better Shopping.
A Curated Selection, Not Endless Options.
Shopping shouldn't feel like a never-ending research project.
We work with trusted vendors to offer a focused assortment of products chosen for usefulness, quality, performance, and our customers' needs.
We want you to spend less time comparing endless listings and more time enjoying what you buy.
Developed With Our Customers in Mind
Sometimes, We Help Create the Products.
Our relationship with trusted vendors goes beyond finding products to sell. In some cases, we work with them to develop exclusive product lines for Heartland America customers.
🛠️ Tornado Tools
Powerful Performance. Without the Premium Price.
Tornado Tools is our exclusive lineup of practical, value-focused tools for DIY projects, home repairs, garage work, and outdoor jobs.
Built around performance, reliability, and affordability, the collection helps homeowners and DIYers tackle projects without having to spend more than necessary.
Another convenience: the 20V Tornado Tools lineup uses a shared battery system, making compatible tools easier to use together.
20V Cordless Drill Kit
A practical cordless option for drilling, fastening, and everyday DIY projects.
View Cordless Drill →
Tornado Tools 2-in-1 Mini Pole Saw
Compact cutting equipment designed for appropriate trimming and outdoor jobs.
View Mini Pole Saw →
👕 Land&Heart Apparel
Real Comfort. Real Value. Made for Real Life.
Land&Heart is Heartland America's exclusive everyday apparel collection, focused on dependable clothing that feels good to wear and offers practical value.
From flannel-lined jeans and comfortable layering pieces to outerwear and everyday basics, Land&Heart brings together versatile styles for real life.
It's comfortable, useful clothing with value in mind, available exclusively at Heartland America.
Land&Heart Canvas Barn Coat
Everyday canvas outerwear for a practical, classic casual look.
View Canvas Barn Coat →
Land&Heart Flannel-Lined Jeans
Relaxed-fit denim with flannel lining for cooler-weather comfort.
View Flannel-Lined Jeans →
Behind Your Order
More Than 90% Ships From Our Warehouse.
More than 90% of our product assortment ships from our Heartland America warehouse.
A smaller, selected portion ships directly from trusted vendor partners. This is known as vendor-direct shipping or dropshipping.
Regardless of where a product ships from, it still goes through our buying team's evaluation and approval process.
Questions & Answers
Your Product Testing Questions, Answered.
Does Heartland America physically test every product?
Yes. Our buying team obtains and physically evaluates every product we consider selling. Depending on the item, that can mean wearing it, riding it, assembling it, or using it to assess its quality and performance.
What standards do you use?
We consider outside customer ratings, usefulness, problem-solving benefits, functionality, product quality, and the clarity of setup instructions when needed.
Can a product fail your approval process?
Yes. If a product doesn't meet our criteria, our buying team can choose not to carry it.
Who selects products at Heartland America?
Our experienced buying team, including Senior Merchandise Buyers Eric and James, evaluates products with our customers' needs in mind.
Are vendor-direct products tested too?
Yes. Products shipped directly from trusted vendors remain subject to our buying team's approval process.
Does Heartland America develop exclusive products?
Yes. We work with trusted vendors to develop selected products and exclusive lines, including Tornado Tools and Land&Heart apparel.
Keep Learning
More Helpful Guides. More Confident Decisions.
Explore practical buying advice, product comparisons, and tips designed to make shopping easier.
The Heartland America Difference
We Do the Evaluating. You Do the Choosing.
Every product we consider gets a closer look. Not everything earns a place in our assortment.
That's how we work to make shopping simpler, more useful, and more trustworthy.
Your Confidence Matters
We Stand Behind What We Sell.
Our commitment doesn't end when a product passes our testing process. We're here for our customers after the purchase, too.
Whether you have a question about a product, need help with an order, or want to talk through a concern, our customer care team is available to help.
Questions? Give Our Customer Care Team a Call.
1-800-229-2901
Real people are available to help with your Heartland America questions.
Contact Customer Care →Our commitment: We take pride in the products we select and want customers to have clear product information and accessible support. Product warranties and return eligibility are subject to applicable store policies.
Independent Feedback
Don't Just Take Our Word for It.
Explore independent customer feedback and business information before you shop.
Trustpilot
Read Customer Experiences
See what other shoppers have shared about their experiences with Heartland America.
Read Trustpilot Reviews →
Better Business Bureau
View Our Business Profile
Explore our Better Business Bureau profile and available customer feedback.
View Our BBB Profile →Third-party review and business profile information is maintained by the respective providers. BBB identification does not imply accreditation.
Shop With Confidence at Heartland America.
Discover useful products chosen with experience, care, and our customers in mind.