American Express Redefines Spring Fever with New 'My WishList' Onlin

American Express Redefines Spring Fever with New 'My WishList' Online Shopping Experience

    Business Editors/Retail Writers

    NEW YORK--(BUSINESS WIRE)--April 25, 2005--

Interactive Promotion Open to All American Express(R) Cardmembers in the U.S.
    American Express (NYSE: AXP) has surely come down with a case of spring fever. The company is offering Cardmembers the chance to make the ultimate daydream a reality with the click of a mouse - offering a $30,000 organizational Home Makeover from Real Simple for the dream price of $2,500.
    Now through May 31, American Express will spread the passion for home improvement and decorating to its Cardmembers with its latest installment of "My WishList." The unique promotion takes place at www.mylifemycard.com/wishlist and is open to all U.S. consumers with American Express-branded cards. My WishList offers one-click opportunities to buy limited supplies of the season's most sought after items for the home at "dream prices" including:

--	SONY 42" Grand Wega(TM) LCD Rear Projection HDTVs
--	Panasonic(R) Home Theater Systems
--	Weber Flame(TM) Outdoor Fireplaces
--	Kitchen Aid(R) Pro-Line(TM) Series Chef Blenders

    Cardmembers will also have access to an array of powerful savings from leading home furnishings brands such as Ethan Allen and Hunter Douglas, as well as hundreds of other premium values for home decor from Linens n' Things, Ace Hardware and other leading merchants.
    "The spring 'My WishList' website is a rare blend - an exclusive, one-of-a-kind experience that also has something for everyone," said Ayesha Almeida, vice president, Marketing and Business Development, American Express Establishment Services. "In one place you can pursue your dream gift at a once in a lifetime price -- or pick up great values at your favorite neighborhood boutique."
    Last year's initial launch of My WishList proved to be an overwhelming success. For merchants offering Wish Certificates - limited supply, high-value merchant discounts - the average transaction size was almost twice that of typical American Express transactions at those merchants, indicating tremendous value for the merchants as well as Cardmembers. The WishList promotion included a national marketing campaign for the more than 500 merchant offers on the site. It generated over 1.5 billion impressions and drew more than 7 million site visits with extremely high repeat rates. The merchants featured in the "hot products" section have been thrilled with the interest generated by the program.
    In fact, given last year's success, Panasonic will again participate with significant value for Cardmembers. "We are delighted to be able to offer American Express Cardmembers this unique opportunity to enjoy the Panasonic recordable DVD home theater system," commented Jim Kiczek, National Marketing Manager for Panasonic Home Audio. "As an industry leader, Panasonic prides itself on developing and embracing new technology, and this innovative program is an ideal fit for our products."
    Cardmembers who visit www.mylifemycard.com/wishlist will click on the My WishList button to find:

    Extraordinary Items and Offers in Limited Quantities

    My WishList showcases thousands of this spring's hottest products and experiences for the home at special Cardmember-only prices. These sought-after items, which are in limited supply, are valued collectively at nearly $3 million. Each day from May 10 through May 23, a limited quantity of that day's featured hot item ($1,500 Kawasaki Vulcan(R) 2000, $750 iXi Break Away Bike(TM), etc.) will be made available on the site at three different times - noon, 4 p.m., and 9 p.m. Eastern Time. Cardmembers simply click on the dedicated "I want it" button and have the opportunity to purchase the home "WishList" item at the Cardmember-only price. If the inventory is sold out, Cardmembers will also have access to exclusive product rebates from home merchants.
    Cardmembers can also click a "Remind Me" button to sign up for e-mail alerts so they will be notified when specific dream items of interest are offered. There is also a "Tell a friend," feature to alert others about exclusive home products via email. Cardmembers can preview the upcoming most sought after spring items for the week by clicking on a specific day. More information on "My WishList" can be found at www.mylifemycard.com/mywishlist.

    Valuable Rebates and Offers

    In addition to these hot items, the My WishList site contains over $1,000 in rebates per household from national home furnishings and appliance manufacturers including Hunter Douglas, IKEA and Frigidaire. Cardmembers will receive their rebate in the form of an American Express prepaid card which can be used at establishments that welcome the American Express(R) Card.
    Cardmembers can also find special spring savings on jewelry, electronics, toys, apparel, travel from over 300 American Express national and local merchant partners at www.mylifemycard.com/wishlist.

    Establishment Services is the merchant network of American Express, which acquires and maintains relationships with millions of merchants around the globe, which welcome American Express-branded Cards. American Express Company is a diversified worldwide travel, network and financial services provider founded in 1850. It is a leader in charge and credit cards, Travelers Cheques, travel, financial planning, investment products, insurance and international banking.

    Sample of Hot Items Available on My WishList

    $30,000 My Organized Home Makeover from Real Simple (WishList price: $2,500)

    $14,500 Kawasaki Vulcan 2000 (WishList price: $1,500)

    $2,500 SONY Wega LCD TV (WishList price: $1000)

    $3,000 Westin Heavenly Beds (WishList price: $1,000)

    $1,000 Panasonic Home Theater (WishList price: $450)

    $500 GE Profile(TM) Deluxe Wine Chiller (WishList price: $150)

    $3685 Eames(R) Lounge Chair and Ottoman Set manufactured by Herman Miller, Inc. (WishList price: $1800)

--30--RG/ny*

CONTACT: American Express Christine Elliott, 212-640-0622 christine.s.elliott@aexp.com

KEYWORD: NEW YORK INDUSTRY KEYWORD: CONSUMER/HOUSEHOLD AUTOMOTIVE RETAIL INTERNET E-COMMERCE PRODUCT SOURCE: American Express

Copyright Business Wire 2005