American Express is sweetening its deals for merchants - Business Insider

merchants larger in 2013. And its new incentives should help shrink the gap further: Offers to lower or match competitive fees or provide sign-on bonuses will likely be particularly effective since they can help merchants cover Amex's often-higher fees.

Building out its acceptance network could bolster Amex's billed business, but the deals it's cutting may prove costly, especially as it continues to revamp its rewards. Matching or drawing closer to Mastercard's and Visa's acceptance networks should make Amex more popular among consumers. If consumers can expect to be able to use an Amex card anywhere they can use a Mastercard or Visa card, they may be more interested in signing up for one. And existing cardholders will likely use their Amex card more often if it's accepted at more locations, especially if Amex's rewards prove to be more attractive than those of competing cards.

But because Amex already offers extensive rewards to its cardholders, recruiting merchants with discounts and bonuses could prove particularly costly. Amex

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