Kudos has partnered with CardRatings and Red Ventures for our coverage of credit card products. Kudos, CardRatings, and Red Ventures may receive a commission from card issuers. Kudos may receive commission from card issuers. Some of the card offers that appear on Kudos are from advertisers and may impact how and where card products appear on the site. Kudos tries to include as many card companies and offers as we are aware of, including offers from issuers that don't pay us, but we may not cover all card companies or all available card offers. You don't have to use our links, but we're grateful when you do!
What Is Amex Lifetime Language? A Complete Guide (2025)
July 1, 2025
.webp)
You're ready to apply for that premium American Express card you've been eyeing. The welcome bonus is generous—maybe 75,000 Membership Rewards points or more. You click through to the application, scroll past the benefits, and start filling out your information.
But buried in the terms and conditions is a single sentence that could change everything: "Welcome offer not available to applicants who have or have had this Card."
That's Amex lifetime language, and if you've held the card before (even years ago), it means you're not getting that bonus—no matter how attractive the offer looks.
Understanding Amex lifetime language is critical for anyone serious about maximizing credit card rewards. Miss this detail, and you could spend thousands of dollars on a card without earning a single bonus point. Let's break down exactly what lifetime language means, how to spot it, and most importantly—how to work around it.
What Is Amex Lifetime Language?
Amex lifetime language refers to the specific terms and conditions American Express includes in most credit card applications that restrict welcome bonus eligibility. The language typically appears as:
"Welcome offer not available to applicants who have or have had this Card."
This is Amex's way of enforcing what's commonly called the "once per lifetime rule"—meaning you can only earn the welcome bonus on each Amex card one time, ever.
Unlike other card issuers that use time-based restrictions (Chase used to have a 48-month rule for Sapphire cards), American Express doesn't give you a specific timeframe. The restriction is permanent—or at least that's what the language suggests.
Why Does Amex Have This Rule?
The lifetime language exists to prevent "repeated bonus earning"—the practice of repeatedly opening and closing the same credit card to collect multiple welcome bonuses. Without this restriction, savvy consumers could theoretically open a American Express Platinum Card®, (See Rates & Fees) earn 80,000 points, close it six months later, and repeat the process indefinitely.
[[ SINGLE_CARD * {"id": "106", "isExpanded": "false", "bestForCategoryId": "15", "bestForText": "Frequent Travelers", "headerHint": "Serious Points on Flights"} ]]
Amex introduced strict lifetime language around 2014, effectively ending the golden age of repeatedly earning welcome bonuses for their products.. Before then, cardholders could earn welcome bonuses on the same card multiple times with few restrictions.
How to Identify Lifetime Language in Amex Offers
Spotting lifetime language requires reading the fine print—something most people skip. Here's exactly where to look:
Step 1: Find the Offer Terms
On any Amex credit card application page, you'll see an "Offer and Benefit Terms" link below the main call-to-action button. Click it.
Step 2: Read the First Few Paragraphs
Lifetime language almost always appears in the first section, usually right after the headline "Offer Terms." Look for bolded text or a standalone paragraph that mentions eligibility restrictions.
Example of Standard Lifetime Language:
"Welcome offer not available to applicants who have or have had this Card, the Platinum Card® from American Express Exclusively for Charles Schwab, the Platinum Card® from American Express Exclusively for Morgan Stanley, or previous versions of these Cards."
Notice how Amex groups multiple card versions together. If you've had any variation of the Platinum Card, you're ineligible for welcome bonuses on all Platinum variants.
Step 3: Check for Family Rules
In 2023, Amex expanded lifetime restrictions to include "card families." Now, certain premium cards within the same family share eligibility restrictions. For example:
- If you currently have the American Express® Gold Card (See Rates & Fees), you may be restricted from getting the American Express Platinum Card® welcome bonus (and vice versa)
[[ SINGLE_CARD * {"id": "118", "isExpanded": "false", "bestForCategoryId": "15", "bestForText": "Frequent Travelers", "headerHint": "Generous Travel Rewards"} ]]
- Business cards and personal cards are typically treated separately
- Co-branded cards have their own separate lifetime restrictions
Always read the complete terms to understand which cards are grouped together.
What Are "No Lifetime Language" (NLL) Offers?
Here's where things get interesting. Not all American Express credit card offers include lifetime language. Occasionally, Amex sends out targeted offers that omit the eligibility restriction entirely—these are called No Lifetime Language (NLL) offers.
How NLL Offers Work
An NLL offer allows you to earn a welcome bonus on a card you've already held in the past. If you received 75,000 points on the Platinum Card five years ago, an NLL offer could let you earn another welcome bonus today—even though standard lifetime language would normally disqualify you.
Where to Find NLL Offers
NLL offers are targeted, meaning Amex decides who receives them. They appear in several forms:
- Email: Check your inbox for Amex promotions
- Account login: Pop-ups when you log into your existing Amex account
- Direct mail: Physical mailers sent to your address
- Online ads: Occasionally displayed when browsing while logged into your Amex account
The key: These offers are personalized. If you find an NLL offer through someone else's referral link or a public page, you may not actually be eligible even if the terms lack lifetime language.
The Critical Caveat About NLL Offers
This is where people get confused: NLL offers only work retroactively, not prospectively.
Let's say you've never had the American Express® Gold Card before. You find an NLL offer for 90,000 points and apply. You're approved and earn the bonus. Great!
But here's what people miss: Even though you used an NLL offer, that application still counts as your "one per lifetime" welcome bonus for the Gold Card. Future applications for the Gold Card will be subject to lifetime language unless you find another NLL offer down the road.
In other words:
- NLL offers let you bypass the lifetime rule looking backward (if you've held the card before)
- They don't exempt you from the lifetime rule going forward (you'll still need an NLL offer to earn the bonus again)
The Amex Pop-Up: Your Early Warning System
Before 2018, applying for an Amex card you'd already held meant you wouldn't discover you were ineligible for the bonus until after approval—sometimes not until after meeting the spending requirement and wondering where your points were.
Now, American Express has a built-in safeguard: the pre-application pop-up.
How the Pop-Up Works
When you click "Apply Now" on an Amex application, a pop-up may appear before any credit check is performed. The message reads something like:
"Based on your history with American Express welcome offers, introductory APR offers, or the number of cards you have opened and closed, you are not eligible to receive this welcome offer. We have not yet performed a credit check. Do you still want to proceed?"
This pop-up is actually helpful—it tells you upfront that you won't get the bonus, allowing you to back out without a hard inquiry on your credit report.
What If You Don't See a Pop-Up?
No pop-up generally means you're eligible for the welcome bonus. However, this isn't a 100% guarantee. Amex's systems can sometimes make mistakes, though the pop-up feature has dramatically improved transparency.
Pro tip: Take a screenshot before submitting any Amex application. If you don't see a pop-up but later don't receive your bonus, you'll have documentation to support your case with Amex customer service.
Does Amex's "Lifetime" Really Mean Forever?
Here's the million-dollar question: How long is a "lifetime" according to American Express?
While the terms say lifetime, anecdotal evidence suggests Amex's internal systems may reset eligibility after a certain period. The most commonly cited timeframe is 7 years—roughly the amount of time negative items remain on credit reports.
What We Know (and Don't Know)
- Official policy: Amex has never publicly stated a specific timeframe for lifetime restrictions
- Anecdotal evidence: Many cardholders report successfully earning welcome bonuses on cards they held 7+ years prior
- Variability: Some people report eligibility resetting in fewer than 7 years, while others remain ineligible beyond that window
- The pop-up matters: The pre-application pop-up is your best indicator of current eligibility
If you closed an Amex card 8+ years ago and want to try again, the pop-up feature lets you test eligibility without committing to an application.
Strategies for Maximizing Amex Welcome Bonuses
Given these restrictions, here's how to approach Amex cards strategically:
Strategy 1: Wait for the Highest Offer
Since you can only earn each welcome bonus once (barring NLL offers), never settle for a mediocre offer. Research historical high offers before applying:
- Google "[card name] highest offer ever"
- Check credit card blogs and forums for offer history
- Wait for holiday promotions (Amex often boosts bonuses around major holidays)
The difference between a 75,000-point offer and a 100,000-point offer could be worth $500+ in travel value. If you're not in a rush, patience pays.
Strategy 2: Prioritize Premium Cards
Given lifetime restrictions, prioritize cards with the highest potential bonuses first:
- Platinum Card (personal and business versions)
- Gold Card (personal and business)
- Delta Reserve or Hilton Aspire (if you're loyal to those programs)
Save lower-tier cards for later in your Amex journey, when you've already captured the biggest bonuses.
Strategy 3: Monitor for NLL Offers
If you've already held a card and want another crack at the welcome bonus:
- Keep an existing Amex card open and active (increases targeting likelihood)
- Check your account login regularly for pop-up offers
- Sign up for Amex email communications
- Use your Amex cards consistently to demonstrate value as a customer
Strategy 4: Understand Product Changes
Product changes (upgrading or downgrading cards) generally do not come with welcome bonuses. If you upgrade from Gold to Platinum, you won't earn the Platinum's welcome offer—and that upgrade may make you ineligible for the Platinum welcome bonus if you later apply fresh.
Product changes should be strategic, not impulsive.
Lifetime Language vs. Other Amex Rules
Lifetime language isn't the only restriction you'll encounter with Amex. Here are related rules to know:
- 1-in-5 rule: You can only apply for one Amex card every 5 days
- 2-in-90 rule: You can only be approved for two Amex credit cards within 90 days
- Card limit: Amex typically limits customers to 4-5 credit cards and 10 total cards (including charge cards)
These rules interact with lifetime language, so you can't just rapid-fire applications hoping to stumble onto an NLL offer.
FAQ
Can you get an Amex welcome bonus twice?
Yes, but only through a No Lifetime Language (NLL) offer. Standard public offers include lifetime language that restricts you to earning the welcome bonus once per card. NLL offers are targeted by American Express and sent via email, account login pop-ups, or direct mail. If you find an NLL offer for a card you've already held, you can earn the welcome bonus again.
How long is Amex's lifetime restriction?
Officially, American Express states the restriction is permanent ("lifetime"). However, anecdotal evidence suggests eligibility may reset after approximately 7 years for some cardholders. Amex has never confirmed a specific timeframe publicly. The pre-application pop-up feature is your best indicator of current eligibility—if you don't receive a pop-up warning, you're likely eligible for the bonus.
What happens if I apply for an Amex card I already had?
You can still apply and potentially be approved for the card, but you won't receive the welcome bonus. Before your application is submitted, Amex will typically show a pop-up message stating you're not eligible for the welcome offer. You can choose to proceed with the application (and still get the card without the bonus) or cancel the application with no impact to your credit score.
Do Amex business cards and personal cards have separate lifetime restrictions?
Yes. Amex treats business cards and personal cards as separate products for lifetime language purposes. However, within each category (personal or business), standard lifetime restrictions apply.
How do I know if an Amex offer has no lifetime language?
Click the "Offer and Benefit Terms" link on the application page and read the first few paragraphs carefully. Standard offers will include bolded language stating "Welcome offer not available to applicants who have or have had this Card." If you don't see this language anywhere in the terms, it's likely an NLL offer. However, be certain the offer is genuinely targeted to you—using someone else's NLL link may not work.
The Bottom Line: Read Before You Apply
Amex lifetime language can feel restrictive, but understanding the rules helps you make smarter decisions about when—and which cards—to apply for.
The key takeaways:
- Always read the offer terms before submitting any Amex application
- Wait for high offers since you only get one shot at each welcome bonus
- Watch for NLL offers if you've already held a card and want another bonus
- Use the pop-up to your advantage—it prevents wasting applications on ineligible offers
- Remember the 7-year guideline—if you held a card long ago, you might be eligible again
American Express makes some of the most valuable credit cards on the market, with welcome bonuses worth $1,000+ in many cases. Lifetime language means you need to be intentional about maximizing those opportunities, but with the right strategy, you can build an excellent Amex portfolio over time.
Terms apply to American Express benefits and offers. Enrollment may be required for select American Express benefits and offers. Visit americanexpress.com to learn more. Eligibility and Benefit level varies by Card. Terms, Conditions, and Limitations Apply. Please visit americanexpress.com/benefitsguide for more details. Underwritten by Amex Assurance Company.
Supercharge Your Credit Cards
Experience smarter spending with Kudos and unlock more from your credit cards. Earn $20.00 when you sign up for Kudos with "GET20" and make an eligible Kudos Boost purchase.
Editorial Disclosure: Opinions expressed here are those of Kudos alone, not those of any bank, credit card issuer, hotel, airline, or other entity. This content has not been reviewed, approved or otherwise endorsed by any of the entities included within the post.
.webp)
.webp)
.webp)
.webp)
.webp)
.webp)
.webp)
.webp)