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Merchant Frequently Asked Questions

The American Express® Gift Card
The American Express Gift Cards is a new way for your customers to pay. The Gift Card is an anonymous, non-reloadable prepaid Card issued by American Express for use only in the United Kingdom. The Gift Card is NOT a credit card, charge card, debit card, or cheque guarantee card. Gift Cards are activated at the time of purchase and are immediately ready for use.

As you already accept American Express Cards, handling is simple. The only difference to our other Cards is that it doesn’t have Chip & PIN, so it has to be swiped for a transaction and the customer signs the receipt. Cards are available in values of £20, £30, £50 and £100 and can be used to cover the full amount or as part payment for a purchase, depending on your split-payment preferences.

American Express® Gift Cards are currently sold at selected Sainsbury’s, WHSmith or Superdrug stores and can also be purchased online at:

  • The American Express Gift Card offers much more flexibility and convenience to customers as it is not restricted to any retailers and can be used wherever American Express Cards are accepted in the UK*.
  • The Gift Card is available in fixed denominations of £20, £30, £50 and £100.
  • A maximum order limit of £500 (excluding purchase and delivery fees) applies and a maximum of 5 Gift Card can be ordered.
  • Gift Cards can be purchased using accepted methods of payment including debit and credit cards.
  • Cardholders have access to American Express’ customer service, which means they can contact a live agent 24/7 by phone on 01273 693455.
  • Cardholders have access to additional benefits through the American Express Selects® program - meaning they can enjoy the same discounts and exclusive offers as other Cardmembers.
  • A one-time per Card purchase fee is payable at the time of purchase. For online purchases an additional delivery fee applies.
  • A monthly fee will only be deducted from the Gift Card Balance 12 months after the date of activation.

Do you have questions about American Express Gift Cards? You can find answers here.

Merchant Frequently Asked Questions

If you have signed up to accept American Express Cards then you are already able to accept Gift Card products. No changes to your system or processes are required.

As a Merchant you do not need new hardware or software to process an American Express Gift Card. All you need to do is simply follow standard Card acceptance procedures, just as you would with any other non Chip and PIN enabled product. You will need to swipe the Gift Cards at point of sale.

The American Express Gift Card is designed for people who might not already be your customers, and are interested in general purpose cards. In contrast, private label gift cards are designed to build loyalty at a particular Merchant among existing customers. Our Gift Cards are generally universal and can help bring you new customers.

American Express Gift Cards may be used to make purchases only at Merchants in the United Kingdom that accept American Express, including mail order, online and physical establishments.
The Gift Card cannot be used outside of the UK. It cannot be used for recurring billing transactions (such as magazine subscriptions), Cash Advance or for Cash Purchases through Money Services or at automated teller machines (ATMs), gambling establishments, cruise lines, payments and money transfer providers or at establishments for guaranteeing payment of future purchases. Please direct customer queries you may have to: Gift Card Customer Service on Tel: 01273 693 455.

As Gift Cards are purchased to be given to someone else, if it were to be Chip and PIN this would make the process less straightforward and less convenient.

The American Express Gift Card is the first prepaid gift card from American Express in the UK. The Card offers much more flexibility and convenience to customers as they are not restricted to any retailers. The Gift Card is accepted by merchants in the UK that accept American Express including dining, travel, retail, and online, offering recipients the opportunity to choose what they want.
Disputes and Chargeback’s will be handled under the terms of your merchant contract.

Please direct customer queries to: Gift Card Customer Service on Tel: 01273 693 455 or to the website:

Merchant Customer Service Contact Number for more information 0800 032 7216 or +44 (0)1273 675 533

Gift Card Seller Queries Contact Number 01273 819 351

American Express Gift Card Customer Service 01273 693 455

No. The card will need to be swiped or the Card details keyed into your terminal. The customer has to sign the receipt.

The Gift Card’s available balance may be obtained by calling the number on the back of the Card or by checking the balance and transactions record online.

Yes. If a customer returns an item purchased on a Gift Card simply credit the amount back to the Card. Refunds and credits require up to seven days to return to the available balance; therefore the amount refunded will be inaccessible during this period. If a customer no longer has the Gift Card or Prepaid Card, a store credit, depending on store’s policy may be given.

Cardholders may have to split the payment between the Gift Card and another form of payment – a credit card, another prepaid card or cash, if store policy allows. To do so, first determine the amount to be paid by each payment method, and then process each payment method for that amount only. Process all payment types until the transaction has been fully paid.

Execute a void within the Point of Sale system according to store procedures. Note: the Cardholder may not have access to the voided funds for up to seven days.

Please call the number on the back of the Card and have your 10-digit American Express Merchant Account number ready.

Yes. Process the Card authorisation request just like you would any other American Express Card product. If the Card has been registered by the Cardholder an address validation will match the information sent in the authorisation request with the information on file. Based on the matching outcome the applicable address verification response will be returned in the authorisation response. If no address is on file, the address response code of “U” will be sent back in the authorisation response message. This response is not necessarily a negative response; it just notifies you no address is on file.

We do require that Merchants accept all American Express Card products. This is to ensure that when Cardmembers see our logo at a merchant location, they know they can use any American Express Card product there.

A one-time per Card, non-refundable purchase fee is payable at the time of purchase. For online purchases, an additional delivery fee applies. 12 months after the date of activation a non-refundable monthly fee applies which will be deducted from the Gift Card Balance.

Note: If you choose to order more than one Gift Card per order (up to a maximum of 5 cards per order), you will be charged one delivery fee only. This is regardless of the selected Card values. Please refer to for the Terms and Conditions and details about the fee structure.


For further questions about American Express Gift Cards please see our Frequently Asked Questions. You may also call 01273 693 455 to speak with a Customer Care Representative 24 hours a day, 7 days a week.

*The American Express Gift Card is accepted in the UK where American Express Cards are welcome. Please note that exclusions apply; the Card cannot be used at ATMs, car rental companies, cruise lines, gambling establishments, and/or for cash back or recurring billing purchases. Please see the Gift Card Terms and Conditions for more information.

The American Express Gift Card is issued by American Express Advanced Services Europe Ltd, incorporated in England and Wales (Company No. 07817749), registered office at Belgrave House, 76 Buckingham Palace Road, London, SW1W 9AX, UK, and authorised by the Financial Conduct Authority under the Electronic Money Regulations 2011 (reference No. 900039) for the issuing of electronic money.