Amex Kills Reward Multiplier Programme in India Amid Shift to Alternative Channels

American Express has announced that it will discontinue its Reward Multiplier programme in India after six years, effective September 30, 2026. This means that cardholders who relied on the feature to earn bonus points on select brands, including Apple and Nykaa, will no longer be able to do so.

The Reward Multiplier programme operated on an affiliate model, where merchants paid American Express a fee for routed sales, and cardholders earned bonus Membership Rewards points. Participating brands included Apple, Forest Essentials, Nykaa, MakeMyTrip, Tanishq, and Myntra.

American Express has cautioned that simply initiating a transaction before the deadline is not enough; the purchase must be fully completed to earn bonus points under current terms and conditions. Cardholders have until 11:59 PM on September 29, 2026, to maximise the programme.

While the direct-merchant click-through model is ending, two alternative channels remain active for now: ShopWise and RewardXcelerator. However, these alternatives lack the seamless experience that Reward Multiplier offers.