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Rumor Patrol: Amex Adding New 5x Bonus Point Category!

Rumors have been building over the last couple weeks that American Express was going to announce a competitor to the new Chase Sapphire Reserve Card. I have heard that Amex would release a new premium travel card product and/or that they would beef up the already premium Amex Platinum Card. I have the Amex Platinum Card and love the built-in travel perks that it offers, but it is pretty lackluster when it comes to actually earning points on everyday spending.
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