关于此 Offer

今天微信群读者给我们分享了一种 AMEX 新的开卡奖励。申请页面写着 As high as 175k 开卡奖励。而且下面还特别注明

  • 申请完之后会告诉你这个 offer 到底是多少
  • 你再选择是否接受这个 offer
  • 满足开卡消费
  • 获取你的奖励

问题的关键其实是你看到的是最高的 175k，但是填完申请后，给你的奖励并不一定有那么高。具体 term 如下 

After you submit your application and before you accept the Card (if you are approved) , we will tell you the exact amount of Membership Rewards® Points which you are eligible to earn, which will be an amount as high as 175,000 points. This means that you may be eligible to earn less than 175,000 points with this offer. You can earn these points after you spend $8,000 (the "Threshold Amount") or more in eligible purchases on your Platinum Card® from American Express within the first 6 months of Card Membership starting from the date your account is opened. Eligible purchases can be made by the Basic Card Member and any Additional Card Members on a Card Account. Eligible purchases are purchases for goods and services minus returns and other credits. Eligible purchases do NOT include: fees or interest charges; purchases of travelers checks; purchases or reloading of prepaid cards; purchases of gift cards; person-to-person payments; or purchases of other cash equivalents. Points will be credited to your Membership Rewards account within 8-12 weeks after you meet the Threshold Amount. Your Card Account must not be canceled or past due at the time of fulfillment of any offers.

读者群一个读者看到是 175k，但是申请完看到是你的 offer 只有 80k。不过好在 AMEX 只对你进行了 soft pull，这个请求只有你自己能看到，并不会影响你的信用分数。如果你不喜欢这个给你的 offer，你直接取消掉就可以。

目前貌似 refer 产生的链接有这个特性，不知道会不会逐渐推广到 amex 的所有链接上去。

所以重要的事情说三次

  • 大家一定要看清给自己的 offer 是多少，再确定接不接受！
  • 大家一定要看清给自己的 offer 是多少，再确定接不接受！
  • 大家一定要看清给自己的 offer 是多少，再确定接不接受！

背后的逻辑

首先对于 AMEX 来说，这样来给个奖励的最大值，而不是确定的开卡奖励数额，是增加了自己的操作空间的。因为对于信用卡的申请链接来说，offer 页面写的多少，最后能拿到的就是多少，这样比较不容易出问题，也不会被用户投诉。

之前 AMEX 会在 term 上面写不能拿到开卡奖励的种种条件，比如这种同类产品只能拿一次奖励的限制 

You may not be eligible to receive a welcome offer if you have or have had this Card, the Platinum Card® from American Express Exclusively for Charles Schwab, the Platinum Card® from American Express Exclusively for Morgan Stanley or previous versions of these Cards. You also may not be eligible to receive a welcome offer based on various factors, such as your history with credit card balance transfers, your history as an American Express Card Member, the number of credit cards that you have opened and closed and other factors. If you are not eligible for a welcome offer, we will notify you prior to processing your application so you have the option to withdraw your application.

现在出了这种最高 175k 的奖励，那他在判断你不符合开卡奖励条件之后，直接给你个无奖励的 offer，你也无话可说了。至少这样开卡界面和结果界面是统一的。而且，AMEX 甚至可以根据你这个人之前的消费水平，申请数量，来判断是否值得给你高的 offer。如果我是 AMEX，我就设计一个规则

  • 之前没申请过 AMEX 卡的：给 175k 奖励
  • 申请过 AMEX 卡，一直都在使用的：150k 奖励
  • 申请过 AMEX 卡，纯为了开卡奖励的：80k
  • 申请过 AMEX 卡，天天要 retention，年费来了就关卡的：不给奖励！

另外，这对于发放 offer 的人来说，反正页面写着 175k，看起来很高，我也很乐意发给朋友申请。至于看不看得到最高的奖励，那就看你的造化了。

我的评价

以前 AMEX 一直采用浏览器 cookie 来判断你是否是新用户，所以就催生了用浏览器隐身模式来刷大 offer。之后 AMEX 也考虑了 IP 的因素，所以又催生了大家挂 VPN 来跑到新的城市或者新的国家去刷。其实这样来筛选用户的可靠性是比较低的。现在这种看菜下饭的差异化做法其实更能给 AMEX 来正确筛选一个高质量的用户，来匹配更好的 offer 去吸引他们申请。

不过对我们用户来说，由于申请的时候填了 SSN, AMEX 已经把你的底细摸清了，给你差的 offer，你也没处说理。毕竟给你的也只是最高的奖励。就跟在店里看到折扣一样，up to 90% discount，然后大部分都是没那么高折扣的。