American Express’s Once‑Per‑Lifetime Welcome Offer Rule: What You Need to Know

American Express has tightened its welcome‑offer policy since 2014, limiting each card to a single bonus per lifetime. That means if you’ve ever held a Platinum Card, you’ll likely miss future offers on that same card, even after years. The rule also spills over to card families: owning a higher‑tier card can block a welcome bonus on a lower‑tier sibling, such as the Gold. Delta SkyMiles co‑branded cards follow the same pattern, and rare reports of second offers are exceptions, not the rule. While Amex doesn’t publish a hard cap on total cards, most members hit an informal five‑credit‑card limit, with a few reaching six or seven. Timing your application—and keeping track of past cards—can help you snag the best bonuses before they vanish.