The purpose of this video is to educate merchants about recommendations and to get them excited about the value of accepting
American Express. By using the hand-drawn element of the relationship device as a theme throughout the video, we help convey
the reciprocal relationship between American Express and small businesses.
In efforts to work toward parity with Mastercard and Visa, American Express advertises to small business merchants to tell them the benefits of accepting American Express. One of those benefits is Amex Recommendations: as an Amex accepting merchant you are recommended to Card Members who are most likely to shop with you.