American Express® Continues to Transform Amex Offers Digital Advertising Platform, Bringing Value to Card Members and Advertisers

Since 2012, Amex® Offers, American Express’ digital advertising platform, has helped merchants drive their business forward with card-linked Offers for Card Members. The platform has grown and transformed in ways that are uniquely American Express: leveraging its integrated payments model to uncover insights on both sides of the transaction to generate targeted, personalized Offers, driving participation from its millions of high-spending Card Members, and expanding to 13 countries across the globe. More than a decade later, Amex Offers is still delivering meaningful value for both Card Members and merchant advertisers.

Today, the transformation of the platform continues, as it evolves to meet the demands of a dynamic retail environment, and supports advertisers in delivering the personalization at scale customers are looking for. According to a new survey by American Express: 68% of retail consumers in the U.S. say they now expect brands to provide personalized offers based on what they like, and 85% of U.S retail decision-makers report that one of their business’ biggest challenges is sustaining customer personalization at scale¹.

Amex Offers Updates

Today we’re announcing several updates that are part of American Express’ broader transformation plans to enhance and scale the digital advertising platform, in order to bring more rewards to Card Members and help drive more business for merchant advertisers.

• Offers for New Card Members: The ability to reach Card Members, newly backed with the spending power of American Express, is a new targeting capability available to merchant advertisers on the platform. Now, certain new eligible U.S. Consumer Card Members² will have the ability to be targeted with unique Amex Offers³ value -- currently from Walmart, ExxonMobil, Gap and SeatGeek – as early as five days from being issued a Card. New, certain eligible Card Members must be issued a new Card by October 16, 2024, and meet the offer terms and conditions, including to enroll in the Offer by the offer end date, and meet qualifying purchase criteria.⁴ This capability will be available to participating merchants moving forward.
• New Advertiser Website: Built to be a one-stop-shop to learn about Amex Offers, the new site provides merchant advertisers information about American Express’ digital advertising platform and how personalized, card-linked offers based on Card Member insights can drive business. The site also features success stories from small businesses to national retailers who saw uplifts in sales and new American Express shoppers. ⁵ Sample success stories include*:

- Ministry of Supply: The comfort-meets-style clothing company saw that 80% of redeemers were new American Express shoppers, allowing the brand to introduce themselves to busy shoppers who were already stretched thin and loyal to incumbent brands.
- Spoonful of Comfort: When their customers redeemed an Amex Offer to send thoughtful care packages, the gift company’s average order value (AOV) increased compared to “regular” purchases made outside the Amex Offers campaign.

In 2023, 52% of Amex Offers redeemers in the U.S. were GenZ or Millennial Card Members.⁶ Amex Offers drove $9.8 billion in spend to U.S. merchants who ran on the Amex Offers platform.⁷

“In a world where social feeds, playlists, fashion choices, and coffee orders are highly customized, the bar is high in terms of customer expectations for personalized offers. With Amex Offers, we help merchants deliver that at scale, underpinned by rich data and insights,” said Erin Frankcombe, Vice President and General Manager of Amex Offers at American Express. “Amex Offers can be a strategic and efficient use of advertising budgets, to help merchants focus on personalized and meaningful value – not just reach and clicks. When we deliver this, Card Members, advertisers and American Express all benefit.”

Learn More:

• Amex Offers in the U.S are available to eligible Card Members with U.S.-issued American Express Consumer Cards.
• Eligible Card Members can redeem an Amex Offer by first enrolling in the offer in their online account or in the American Express® App** and then using their enrolled Card to pay. You may not be eligible to access Amex Offers if we, in our sole discretion, determine that you have previously engaged in abuse, misuse or gaming of the Amex Offers program. Offers are also available to Additional Card Members and available offers may vary for each eligible Card Member. Please review the terms of each offer for details on how to redeem. For full Amex Offer Program Terms, visit  https://www.americanexpress.com/en-us/benefits/offers/partner-terms/.
• Merchants interested in participating in Amex Offers can find more information here.

* Case studies shown for illustrative purposes only. Individual results will vary.

* *  iOS and Android™ only. See app store listings for operating system info

ABOUT THE AMERICAN EXPRESS RETAIL LOYALTY SURVEY

The American Express Retail Loyalty Survey consisted of two studies conducted in partnership with a third-party vendor on behalf of American Express, surveying U.S. consumers and retail decision makers to gain understanding of current retail trends. The U.S. consumer survey consisted of a 7-minute online survey of 1,000 U.S. consumers who have a credit card and have used it at least once within the last month. The survey was fielded between May 10-20, 2024. The margin of error (MOE) at a 95% confidence interval for the total sample is +/- 3 percentage points. The U.S. retail decision maker survey consisted of  7-minute online survey of 750 U.S. Retail Decision Makers, including those who work in retail + e-commerce industries, have ad/marketing or finance titles and/or are an employee who makes advertising/marketing decisions, and have financial decision-making power at small (under 50 employees), medium (50-249 employees) and large (250+ employees) businesses. The survey was fielded between May 10-16, 2024. The margin of error (MOE) at a 95% confidence interval for the total sample is +/- 4 percentage points.

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1 Express Retail Loyalty Survey, July 2024

2 Hilton Honors American Express Card, Hilton Honors American Express Aspire Card and Hilton Honors American Express Surpass® Card are excluded from the SeatGeek offer eligibility. Please review the terms of each offer for details on how to enroll and redeem.

3 Eligible Card Members can redeem an Amex Offer by first enrolling in the offer in their online account or in the American Express® App and then using their enrolled Card to pay. Only U.S.-issued American Express Consumer and Business Cards and registered American Express Serve® and Bluebird Cards may be eligible. You may not be eligible to access Amex Offers if we, in our sole discretion, determine that you have previously engaged in abuse, misuse or gaming of the Amex Offers program. Offers are also available to Additional Card Members and available offers may vary for each eligible Card Member. Please review the terms of each offer for details on how to redeem. For full Program Terms, visit www.americanexpress.com/us/amexoffersterms/.

4 American Express may consider a number of factors in determining eligibility to participate in the Amex Offers Program. Card Members may not be eligible to participate in the Amex Offers Program if American Express determines that you have previously engaged in abuse, misuse or gaming of the Amex Offers Program, or any other American Express program.

5 New Amex shoppers are defined as Card Members who have not used their Amex Card at the merchant in the 12 months prior to the offer

6 Based on 2023 American Express internal data. Amex Offers Redeemers are defined as Amex Card Members that redeemed at least one Amex Offer in 2023. GenZ is the population of Amex Card Members born between 1996 and 2012 and Millennials are the Amex Card Members born between 1981 and 1995.

7 Based on 2023 American Express Internal Data.