Maximise your Avios, air miles and hotel points

Amex wants you to show your love for the favourite places you use your card!

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Yes, be warned …. it is another weird American Express gimmick.  But I honestly don’t know the point of it yet!

If you have an Amex-issued Amex card, go to the website, log in and bring up your current month transactions on one of your cards.

Across the top of the transaction list, you will see:

  • Date
  • Description
  • Category
  • Amount
  • ‘+’ (in a blue square)

Click on this ‘+’.  You will be given the option of adding a ‘Favourites’ column.  Click it.

Distrurbingly, a ‘heart’ shape will now appear next to each retailer on your statement!  If you click on the heart, it turns blue and literally starts to pulse!

It looks a bit like this:

Amex Favourites

although the screenshot isn’t pulsing so you don’t get the full effect!

Who knows what the point of this is?!  I’m sure Amex will let us know in time!

My obvious starting point is this – since I have chosen to spend money at all of the retailers on my Amex statement, surely they are ALREADY my favourite shops?!  Why does clicking on a heart on a website add anything else to the fact that I’ve already put my money on the table to show how much I like a retailer?  I wait with baited breath to see the point of this.

(Thanks to Andrew)

Comments (18)

  • Joe says:


    I am thinking of applying for the Amex Preferred rewards gold card via your referral link. However I am my partner’s Amex BAPP supplementary card holder two months ago. Will I still get the introductionary bonus (20k+2k) points?


    • Alan says:

      Yep, BAPP is a non-MR earning card anyway (thus OK), but also being a supp cardholder doesn’t count against you when it comes to determining bonus eligibility, so fine on both counts!

    • Rob says:

      Yes you will, 100% guaranteed. The only cards that stop you getting the 22k bonus would be if you had a Platinum or Green Amex charge card, or if you have already had a Gold card within the last 6 months.