Yeah, googling blank ammo brings up a ton of random data.. very little BMX related, many US gun nuts..
Looking at the 2015, 2016 and 2017 spec on chain reaction it is a hi-ten frame, 20.35" and designed for beginers/younger riders.. also found this on the 2012 model on Evan Cycles:-
The Blank Ammo 2012 BMX Bike features a Blank Hi Ten Frame with 20.35'' Top tube, Blank Compound Forks, Alloy U-Brakes, Blank Compound 7.5'' Bars, Blank Compact 55mm Front Loaded Stem, 1 1/8'' Ahead Gyro, Innova IA-2096 20'' X 2.20'' Tyres and Blank Stencil 1-Piece Seat & Post Combo.
So depends on what you are planning on doing and how far you want to take your riding, if it is a few cosmetic changes and you are going to use it just for cruising around, then go for it, but more fundamental upgrades would be better on a decent base bike, llke deeman says..