I just bought a sig 229 .40 s&w. I was looking a hornady dies and see that they have 2 options, their custom grade dies, and the american series, which are cheaper, and have a free shell holder.
The American series was not offered when I bought my other Hornady dies. Cheaper is not always better. What is the difference? Both come with the free bullet offer

I suspect that the more expensive dies are Carbide.

All of my dies are Lee, though perusing the Hornady website it does not really specify other than state that their cheaper dies are made from "hardened steel". A little bit of smoke & mirrors advertising I suspect. Carbide dies last forever, IMO, so that might help you decide.

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Per Hornady:
The 3-die American Series™ sizing dies feature an industry-leading titanium nitride sizing ring that reduces friction and case sticking, and helps prolong case life.

I have a lee 44mag/spl carbide sizing die and a hornady titanium nitride sizing die. The hornady sizing is superior to the lee hands down.

I think it's the packaging and a price point. Lee used to do the same thing.

Additionally, the American dies don't come with a storage box.

I think the OP was about .40 S&W so neck sizing isn't a option.

It's been my experience that a heat treated steel sizer die is subject to scratches after prolonged wear but the titanium nitride sizing ring on the American series will outlast steel. For .40 S&W, I would opt for the die set with the titanium nitride sizing ring.
I have a .44 WCF die set from Hornady. It has a heat treated steel sizer die. I have only run tumble cleaned brass cases through it and yet, the die managed to pick up a scratch. Yes, Hornady polished the die but let my example be your guide in choosing a set of dies. Get the set with the titanium nitride sizing ring.

Yes, it's more of a blister box package. I suppose a call to Hornady customer service might result in them sending a true die box.

The packaging is cheaper but the dies are the same. Like said, they don't come with the heavy plastic case. The big difference is the locking rings. The more expensive dies come with the sure-lock rings and the American series dies come with RCBS style rings. There lies the biggest savings if you are willing to do without the better locking rings.

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I have one Hornady titanium nitride pistol die and did not like it. I believe the titanium nitride is applied to a steel ring and my die was rough and not as slick as carbide.

I prefer the Lee, RCBS or Redding carbide sizing dies, a Lyman type "M" expander for straight in-line seating with much less mouth flare.

The newer Redding pistol dies now come with the Lyman type expander.

Below the center Redding expander die has the Lyman type "M" expander. This greatly aids straight in-line seating and prevents bullet tilting.



Below is a .223 Lyman type "M" expander and only expands the case mouth .002 larger than bullet diameter. And with brass spring back the neck is expanded less than .002. This puts far less strain on the case mouth like a bell flare does. I know this is for a rifle and I only posted the photo as a example of how little the expander works the brass.

I only bump the case mouth onto the second step and you can start your bullets straight in the case with just your fingers.

I like Hornady's sure-lock rings better than the RCBS style rings. I also favor either Hornady's titanium nitride or the RCBS carbide rings over heat treated steel. I converted all of my sizer dies that I could over to titanium nitride or carbide. They're great for straight wall cases.

I have lee, and rcbs carbide dies 32, 9mm, 38/357, 44, 45acp. I don't care what it is called carbide, titanium nitride, or whatever, as long as I don't have to lube. If the only thing different is the package, and the lock ring, I may consider the american series.

I have the Custom Grade New Dimension 3-die .45 ACP set. It also comes with two seating stems--one for HP/RNFP/TCFP/SWCs, and one for roundnoses. Overall, I think they're a worthwhile $9 upgrade from the American series.