Rakuten Unveils New American Express Card

Rakuten introduces a new credit card offering substantial rewards for shopping and dining.

Rakuten Launches American Express Card with Enhanced Cash Back Rewards

Rakuten has launched the Rakuten American Express Card exclusively for its members in the U.S., featuring enhanced cash back rewards. This new card promises cardholders a significant four percent cash back on purchases made through Rakuten's platform and additional cash back options for dining and grocery shopping. Users will earn five percent cash back at over 22,000 partner restaurants, resulting in a total of ten percent cash back when dining with Rakuten. Moreover, outside of Rakuten, cardholders receive two percent cash back on groceries and restaurants, and one percent on all other purchases. The card is backed by the American Express network, providing access to various offers and protections.

The introduction of the Rakuten American Express Card signals a strategic move towards integrating more financial services in customer loyalty programs. By combining cash back rewards with American Express's extensive benefits, Rakuten aims to attract a broader audience. The appeal of added cash back incentives aligns with consumer desires for value in their expenditures, particularly in a competitive market where rewards programs are abundant. However, this collaboration also raises questions about market saturation and customer loyalty, as many consumers already navigate numerous rewards schemes.

Highlights

As the credit card landscape evolves, customer loyalty may hinge on such innovative offerings.