A primer installation device provides consistent placement of a primer in an ammunition shell. The device includes a ram rod coupled to and positioned in a housing. An elevator is coupled to the housing. A position of the elevator is adjustable relative to the housing. The elevator is structured to comprise a conduit. A shell holder is coupled to the elevator. A loading pin is operationally coupled to the ram rod wherein operation of the ram rod extends the loading pin through the conduit in the elevator and through the shell holder such that the loading pin is configured for installing a primer into a shell positioned in the shell holder. Full extension of the loading pin is determined by physical obstruction of operation of the ram rod.