The official product launch, though, was yesterday. And I happened to be in New York, so I stopped in on the party.
I’m not sure whether it’s super cool or if it makes me an incredible geek for wanting to and being able to crash an Amex party.
There are two new cards:
- Amex Everyday: no annual fee, full Membership Rewards card; 20% bonus on all spend when you make 20 charges in a billing cycle; 2x points at US supermarkets (on up to $6000 of spend per year); 10,000 points after $1000 spend in 3 months
- Amex Everyday Preferred: 15,000 point signup bonus after $1000 spend in 3 months; 3x at US supermarkets (up to $6000 spend per year) and 2x at US gas stations; 50% bonus on all spend when you have 30 swipes on the card in a month (and the bonus applies to the bonused categories as well); $95 annual fee.
The Amex Everyday is probably the most rewarding no fee card (some will argue for Chase Freedom), and the Everyday Preferred is strong for frequent and heavy spenders .. it gives Premier Rewards Gold a run for its money as most rewarding Membership Rewards card, and at a lower price point.
Judging from the launch party, conversations, and materials Amex everyday is seemingly targeted towards women. The ‘Everyday’ name is geared towards everyday spend, not the ‘business travel’ or expense account segment. It is easy and accessible and meant for stuff like groceries and for every household purchase a multi-tasker makes.
The event was in a great space, Home Studios is set up like a home.. at least a 4000 square foot New York home, and you can see above the ‘kitchen space’ with its full pantry out in the open . . .
Kristen Bell is a mom and was there talking up the card, and her presence at the event meant that US Weekly was there too.
The musical guest was A Great Big World, and I think I’ve answered my own question on cool vs. uncool because it’s the first I’d heard of them…
There is no Centurion logo on the card, or its materials, and there wasn’t one at the party… That very male symbol of strength isn’t how they’re marketing this product.
They did market it – to me, at least – with cocktails.
It is a friendly card for consumers who didn’t even know that American Express offered cards that revolved credit. It has rewards, but the target market won’t probably make the best use of them (airline mileage transfers).
Yet at root it is a very strong points earning card. The ability to earn a 50% bonus on all spend with the premium card, with the bonus even applying to already-bonused spend categories, paired with one of the three best points currencies is huge.
It doesn’t have a big bonus or big benefits but in terms of rewarding ongoing spend this is one of the better products in the market. So it is a strong card regardless of gender or archetype.
There was a gift bag that included some coffee, a cardholder that doubled as a makeup mirror, mints, a water bottle, and a few other sundries that I didn’t take with me.
I was the only miles and points blogger there, though there were a handful of ‘mommy bloggers’ and I did run into some of The Points Guy‘s staff.
I haven’t applied for the card yet. I need to run the numbers on whether it’s more rewarding for me than Premier Rewards Gold given the alternative cards I also have in my portfolio (that bonus airfare and gas, like PRG does). It’ll likely find a home in my wallet soon though.
For avoidance of doubt I do not receive any referral credit if you apply for this card.