American Express Tightens Eligibility for New Customer Bonuses

SINGAPORE- American Express (AMEX) has redefined its “new-to-AMEX” criteria, now disqualifying even supplementary cardholders from welcome offers. The change, effective 31 July 2025, applies across all AMEX consumer cards, including the popular AMEX KrisFlyer Ascend (IATA Code: SQ) and AMEX Platinum Credit Card.

Previously, users could switch between different AMEX cards and still be considered new customers. That’s no longer the case. Now, anyone who has held or cancelled any AMEX principal or supplementary card within the past year will not qualify for new customer promotions.

Photo: American Express

American Express Eligibility for New Customers

AMEX has quietly but dramatically changed how it defines a new customer for the purposes of welcome bonuses. This affects eligibility for cards like the AMEX KrisFlyer Ascend (SQ), AMEX Platinum Charge, and AMEX Platinum Credit Card.

What’s Changed

Under the old criteria, to qualify as a new customer:

• You could not currently hold a principal AMEX card
• You must not have cancelled the same principal card within the past 12 months

The new criteria:

• You cannot hold any principal or supplementary AMEX consumer card at the time of application
• You must not have cancelled any principal or supplementary AMEX consumer card in the past 12 months

In other words, even holding a supplementary AMEX card or cancelling one within the past year now disqualifies you from being considered a new customer.

Photo: Business Wire

Only One of Seven Sample Profiles Now Qualifies

AMEX’s updated policy has significantly narrowed eligibility. Here’s how the same applicant profile would be treated before and after the change:

Only one out of these seven profiles still qualifies for a new-to-AMEX bonus.

Why This Shift Matters

Most banks already exclude recent principal cardholders from new customer offers. But AMEX is now the only major issuer (besides Bank of China) to apply this exclusion to supplementary cardholders as well.

Unlike primary users, supplementary cardholders don’t typically receive signup bonuses. That makes AMEX’s new rule particularly strict—and arguably punitive. The change is likely aimed at limiting “churn,” but it also affects ordinary customers who may not have been gaming the system, Mile Lion reported.

Photo: American Express

Existing Customer Rules Also Updated—Then Reversed

Initially, AMEX planned to apply the same 12-month exclusion to existing customer offers. That would have meant:

• Cancelling any AMEX card (even supplementary) in the last 12 months disqualified you from existing-customer bonuses.

After pushback, AMEX reversed this. Now, you’re only disqualified if you cancelled the same principal card in the past 12 months. This reverts to the previous policy.

Current Definitions by Product:

• AMEX KrisFlyer Ascend: Must not have cancelled the same basic card in the past 12 months
• AMEX Platinum Credit Card: Same rule
• AMEX Platinum Charge: Also follows the same 12-month rule now (improved from the previous 24-month timeout)

Photo: Business Wire

Current AMEX Welcome Bonuses

These new-to-AMEX bonuses are lower than past offers. For example, the Platinum Charge card previously offered 150,000 MR points with the same spend requirement.

In contrast, the existing customer offers—especially those requiring just a S$1 minimum spend—are now relatively more attractive.

Final Thoughts

AMEX has tightened its welcome bonus criteria to the strictest level in the market, disqualifying even supplementary cardholders.

The move reduces gaming but may alienate regular customers in the process. Coupled with weaker new-to-AMEX bonuses, the value proposition for switching to AMEX has diminished for now.

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