Upgrades are tough out there. First class doesn’t cost as much as it used to when airlines sold only about 10% of the seats up front. Planes are full and plenty of people have status. They’re more likely to pay for first class outright. And airlines sell first class upgrades aggressively. There are far fewer leftover seats available complimentary to those with airline status.
Now, at least, American Airlines will reward you when you buy a coach ticket and take their paid offer for an upgrade.