The concept of a bright red dot indication the point of impact is intuitively easy to understand and use. Aimpoint sights are parallax-free. In layman terms, that means that if you see the dot, that is where the shot will go, no matter if the dot is in the center or at the edge of the lens. Furthermore, Aimpoint sights enable the shooter to aim with both eyes open, which expands the field of view to a maximum – you will see everything you usually see, which optimizes your situational awareness.
The design proved to be so fit for the purpose that it soon created a significant demand for similar sights explicitly developed for military use and sport shooting. The small company snowballed, and by now, there are close to three million Aimpoint sights in use across the globe. However, the initially small Swedish startup never lost its focus on hunters' needs and has continued developing new technology making the sights more efficient, versatile, rugged, and trim.