American Express New Customer Bonus Rules for Tightening Eligibility 2025

A Major Shift in American Express New Customer Bonus Policy 

In a move that has surprised both frequent travelers and everyday credit card users, American Express (AMEX) has quietly redefined who qualifies for its new customer bonus. Effective July 31, 2025, even supplementary cardholders—those who have never been the primary account holder—are now ineligible for welcome bonuses across all AMEX consumer cards in the U.S.

This change impacts some of AMEX’s most popular products, including:

• AMEX Platinum Credit Card
• AMEX Platinum Charge Card
• AMEX Delta SkyMiles® Cards
• AMEX Gold and Green Cards
• AMEX co-branded cards like Hilton Honors and Marriott Bonvoy

Previously, the American Express new customer bonus was available to many applicants who simply switched products or had only been supplementary cardholders in the past. Under the updated policy, that flexibility is gone.

Old vs. New Rules — What’s Changed

Before July 31, 2025, AMEX’s new customer bonus rules were relatively lenient. You could qualify if you:

• Did not currently hold the same principal AMEX card
• Had not cancelled the same principal card in the past 12 months

Now, the new-to-AMEX definition has been expanded to cover any AMEX consumer card—whether principal or supplementary. That means:

• If you have held any AMEX card (including as a supplementary user) in the last 12 months, you are not a new customer.
• If you have cancelled any AMEX card (including supplementary) in the past 12 months, you are also not a new customer.

In short: Even having been an additional cardholder can now block you from receiving an American Express new customer bonus.

Eligibility Comparison Table

Bottom line: Out of these seven common applicant profiles, only one still qualifies for the American Express new customer bonus.

Why American Express Made This Change

American Express has long been known for its generous new customer bonuses, offering high-value Membership Rewards points, airline miles, or hotel points for meeting minimum spending requirements. However, this generosity has also made AMEX a target for “credit card churners”—people who repeatedly open cards, collect bonuses, and then cancel.

By tightening the rules to include supplementary cardholders, AMEX is attempting to:

• Reduce bonus abuse
• Ensure offers go to truly new customers
• Increase customer lifetime value
• Encourage longer-term card retention

The downside? Many genuine, everyday consumers who have only been secondary cardholders—often spouses or family members—are now cut off from receiving a welcome offer.

Also More: Review: The Platinum Card from American Express 2025 Unlock Up to 175,000 Points + VIP Travel Perks

Impact on U.S. Consumers

This change makes AMEX’s new customer bonus rules the most restrictive among major U.S. card issuers. While banks like Chase, Citi, and Capital One exclude recent primary cardholders, AMEX now applies the exclusion to supplementary users as well.

For example:

• If you were added as an authorized user on your partner’s Platinum Card to enjoy lounge access, you will no longer qualify for a new customer bonus when applying for your own AMEX card within the next year.
• If you closed an AMEX Gold supplementary card just 8 months ago, you will need to wait at least 12 months before being considered a “new” customer.

Current American Express Welcome & Existing Customer Offers

Even with tighter rules, AMEX still provides competitive welcome and existing customer bonuses. Here’s a snapshot:

Note: New-to-AMEX offers have been lower than past highs—some Platinum products once offered 150,000 MR points for the same spending requirement.

Reversal on Existing Customer Rule

Interestingly, AMEX initially planned to extend the 12-month exclusion rule to existing customer offers as well. This meant even existing members could be blocked from smaller