An AMEX Juggernaut? Or, Just Good Partnering?

Updated: February 18, 2011

But, what was a babbling stream has turned into a veritable torrent of offers. In my mailbox, it has reached a velocity of about 2 mailings/week on "earn points with this partner" or "get a special discount with that partner". Their Facebook page has also ramped up activity. From the looks of it, they post a new partnership offer every other day or so.

But, the one that really caught my attention was an email that offered to spiff me for the first 5 iTunes I bought using my American Express credit card.

Why do I consider that notable? Well, 5 or 6 years ago, American Express blazed a trail in systematically cultivating new card usage behaviors - "earn double points at the [grocery store / fuel pump]." Now, they are reaching down even further and cultivating the desired behavior of using my card for micro-payments - like this example for iTunes.

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