You're probably here because you're curious about American Express, that iconic brand synonymous with premium travel and rewards. Perhaps you're wondering just how exclusive it truly is, or maybe you're considering getting one yourself and want to understand its reach. Well, you've come to the right place! Let's dive deep into the world of American Express cardholders.
Understanding the American Express Landscape
Before we get to the numbers, it's important to understand a key aspect of American Express. Unlike Visa or Mastercard, which primarily operate as payment networks and license banks to issue cards, American Express largely issues its own cards directly. This gives them a unique relationship with their cardholders and a focus on a specific market segment.
Step 1: Are You Curious About the Global Reach of Amex? Let's Uncover the Numbers!
Have you ever wondered exactly how many people carry that distinctive American Express card in their wallet? It's a question many ask, given Amex's reputation. The numbers reveal a significant, though more concentrated, presence compared to other major card networks.
The Global Picture: Millions Strong
As of December 31, 2023, American Express reported that there were over 140 million cards in force on its global network. This figure includes both cards directly issued by American Express and those issued by third parties. More specifically:
80.2 million Amex-issued credit cards
61 million cards issued by third parties
This demonstrates a substantial and growing customer base for the financial giant. While not as widespread as Visa or Mastercard, which boast billions of cards in circulation, American Express strategically targets a specific demographic.
Focusing on Proprietary Cards
For a more precise understanding of American Express's direct customer relationships, we often look at their "proprietary cards." These are the cards issued directly by American Express. In 2023, Amex added 12.2 million new proprietary cards, bringing the total number of these cards to over 140 million on their global network. This consistent growth indicates a strong demand for their offerings.
Step 2: Delving Deeper into the Demographics and Spending Habits
So, who exactly are these 140+ million cardholders? American Express has a clear strategy to attract and retain a specific type of customer, and their recent reports shed light on this.
The Affluent and Engaged Cardholder
American Express has historically catered to an affluent or high-net-worth customer base. This remains a core focus. In 2025, it's estimated that 85% of American Express cardholders are considered affluent or high-net-worth, showcasing their continued dominance in the luxury and premium markets.
These cardholders are not just holding cards; they are actively using them. In 2023, a staggering $1.68 trillion was spent on Amex cards (billed business and transactions). This high spending volume is a testament to the engagement of their customer base and the value proposition American Express offers.
The Shifting Landscape: Embracing Younger Generations
While maintaining its premium focus, American Express is also successfully attracting younger generations. This is a significant trend:
44% of Amex's cardholder base now consists of Millennials and Gen Z (as of 2025).
In 2023, Millennial and Gen Z consumers accounted for more than 60% of new Consumer account acquisitions globally.
Even more strikingly, 75% of new Consumer Platinum and Consumer Gold account acquisitions in the U.S. in 2023 were from Millennials and Gen Z.
This demographic shift is crucial for American Express's long-term growth, as these younger cardholders are seen as having "huge" lifetime value for the company. They are embracing the brand's luxury value proposition, with Gen Z spending up 40% and millennials 10% in Q2 2025, albeit Gen Z from a smaller base.
Step 3: Where Do These Cardholders Reside? Geographic Footprint
While American Express is a global company, its presence isn't uniform across all regions.
Strong Presence in Key Markets
The United States remains a very significant market for American Express. In fact, a substantial portion of their active cards are in the U.S. Outside of the United States, American Express reports that the following countries and regions represent a significant portion of their billed business:
The United Kingdom
The European Union
Australia
Japan
Canada
Mexico
While Amex cards are accepted at approximately 99% of credit-card accepting merchants in the U.S., their acceptance can be less widespread in some parts of Europe and Asia. This geographical variation influences the distribution of cardholders.
Step 4: The Strategic Growth of American Express's Customer Base
American Express isn't just maintaining its existing base; it's actively growing it through strategic initiatives.
Focus on Premium Products and Benefits
A key driver of their growth is the focus on premium products with attractive benefits. More than 70% of the new accounts acquired in 2023 were fee-based products, providing a steady stream of revenue. Product refreshes, such as those for the U.S. Business Gold Card, Hilton Honors co-brand cards, and Consumer Platinum Card in Japan, played a significant role. The company plans a significant refresh of its U.S. Consumer and Business Platinum Cards in Fall 2025, aiming to bolster luxury perks and rewards.
Innovative Offerings and Partnerships
American Express is also exploring new avenues to attract a diverse customer base. The recent launch of the Coinbase One Card on the Amex network is a prime example, targeting younger, high-earning professionals interested in digital assets and crypto-forward features.
High Retention and Low Delinquency
The strong focus on premium customers also contributes to excellent credit quality. American Express boasts a high card member retention rate of 98% and low delinquency rates. For instance, delinquency rates for U.S. millennial and Gen Z customers are nearly 40% better than the industry average for older age groups, indicating the success of their targeted acquisition strategy.
Conclusion: A Focused and Growing Ecosystem
In summary, American Express serves a substantial and engaged global customer base. While the exact number of individuals may fluctuate slightly, the overarching trend shows a company committed to attracting affluent, high-spending individuals while strategically expanding its reach to include younger, upwardly mobile demographics. Their focus on premium products, robust benefits, and innovative partnerships continues to drive growth and solidify their position in the financial services landscape.
10 Related FAQ Questions
How to Apply for an American Express Card?
To apply for an American Express card, visit the official American Express website, browse their card offerings, and complete the online application form, which will require personal and financial information.
How to Check My American Express Card Application Status?
You can typically check your American Express card application status by visiting the "Check Application Status" section on the American Express website and entering your application reference number or personal details.
How to Activate an American Express Card?
You can activate your American Express card online through your Amex account, via the American Express mobile app, or by calling the activation phone number provided with your new card.
How to Pay My American Express Card Bill?
American Express offers several payment options, including paying online through your account, setting up automatic payments, paying by phone, or sending a check via mail.
How to Find American Express Accepted Merchants?
While American Express is widely accepted in the U.S. (around 99% of merchants), you can use the Amex merchant locator tool on their website or app, or look for the American Express decal at the point of sale.
How to Redeem American Express Membership Rewards Points?
Membership Rewards points can be redeemed for travel, gift cards, statement credits, shopping, and more, all accessible through your online American Express account or by calling customer service.
How to Report a Lost or Stolen American Express Card?
Immediately report a lost or stolen American Express card by calling their 24/7 customer service number or through your online account, and they will help you freeze the card and issue a replacement.
How to Increase My American Express Credit Limit?
You can request a credit limit increase through your online American Express account, usually after a period of responsible card usage, or Amex may offer automatic increases based on your payment history.
How to Add an Authorized User to My American Express Card?
You can add an authorized user to your American Express card by logging into your online account, navigating to the account management section, and providing the authorized user's details.
How to Contact American Express Customer Service?
You can contact American Express customer service by phone (the number is usually on the back of your card or on their website), through their online chat feature, or by sending a secure message via your online account.
