From the article, here's the qualifications for the Golden Bullseye Award:
To qualify for consideration for a Golden Bullseye Award, a product must have been:
- Recently introduced and available to consumers prior to the selection of the Golden Bullseye Awards;
- Used/tested by a staff member or regular contributor to the magazine and/or affiliated media;
- Reliable in the field, meeting or exceeding the evaluator’s expectations;
- Innovative in design and function;
- Readily perceived as a value to the purchaser; and
- Styled in a manner befitting the shooting and hunting industry and, perhaps more importantly, its enthusiasts.
“Selected by a six-member committee consisting of editors, graphic designers and veteran NRA Publications staff, [these products] epitomize what NRA members seek in their shooting and hunting equipment—outstanding performance, innovation and value," said Doug Hamlin, executive director of NRA Publications. "Congratulations to those who have created the industry’s best new products.”
I hear what you're saying RandomHero, as I was also baffled myself at first. But I'm thinking that they look at the Guns, gear, etc. that was available in 2019, for the staff to test and evaluate, and then come out with the awards for 2020 (much like the Academy awards are held in March the year following the pictures they evaluate). All the new items shown at Shot Show (or introduced in early January like SA and Colt announced), or the NRA show in 2020, will be eligible for their 2021 Awards. (Not sure when S&W's 9mm EZ was introduced, and whether it was a candidate for this years award or will be for next year's award).