Amex once-per-lifetime — how it actually works

The rule

Amex's terms say you can only earn the welcome bonus on a given card once in your lifetime.

Enforcement

Enforcement happens at application time via "pop-up jail" — a screen that says "you're receiving this card but it comes with no welcome bonus". You can still accept (some people do for the metal). Most churners cancel the application.

The 7-year soft rule

Historically Amex didn't check past 7 years of closed accounts. People reported getting SUBs on cards they'd held years ago. This is soft and not guaranteed — assume once-per-lifetime is actually once-per-lifetime.

NLL offers (No Lifetime Language)

Some Amex referral and targeted offers come without the lifetime clause. If you have an NLL link for a card you previously held, the bonus is fair game. NLL offers rotate constantly — check r/churning and doctorofcredit.

The product-change question

Product-changing to a card from an existing Amex (e.g. Gold → Platinum) rarely triggers a SUB. It's treated as a conversion, not a new account.