You've probably seen that annoying little sentence in the fine print of your American Express applications. "Welcome offer not available to applicants who have or have had this Card." It's the "Once Per Lifetime" rule. It’s the bane of every points enthusiast’s existence. But then there’s the Amex Business Gold NLL offer, and honestly, it changes the entire math of the rewards game.
NLL stands for "No Lifetime Language." It is exactly what it sounds like.
Most people think once they’ve earned a SUB (Sign-Up Bonus) on the Amex Business Gold, they’re done. They move on to other cards. They settle for 1x back on things. That is a mistake. If you find an NLL link, you can apply for the same card you already have—or used to have—and get that massive pile of Membership Rewards points all over again. It feels like a glitch in the matrix. It isn't. Amex uses these targeted offers to pad their acquisition numbers, and if you know where to look, you can benefit from it.
The Mechanical Reality of the Amex Business Gold NLL
Why does this matter? Because the American Express® Business Gold Card is a workhorse. It’s not just about the bonus. You’re getting 4x points on the two categories where your business spends the most each billing cycle. We are talking about $150,000 in combined purchases annually. For a lot of small business owners, hitting that cap is easy. Once you hit it, you're back to 1x.
But if you have a second or third Business Gold via an Amex Business Gold NLL offer? You just reset your 4x capacity.
I’ve talked to business owners who carry three of these cards simultaneously. They aren't doing it for the "prestige." They're doing it because 4x on $450,000 of spend is significantly better than 4x on $150,000. It’s basic arithmetic. However, you can't just go to the public Amex site and find these. If you go to the main landing page, you’ll see the standard "Once Per Lifetime" warning. You need the specific, targeted links that omit that restrictive verbiage.
How to Spot a "No Lifetime Language" Offer Without Getting Burned
You have to be a bit of a detective here. Don't just click a random link on a forum and hope for the best. You need to read the "Offer Terms."
Scroll down. Way down. Look for the section titled "Offer Terms" or "Terms and Conditions." In a standard offer, the very first paragraph will say something about not being eligible if you've had the card before. In an Amex Business Gold NLL offer, that sentence is simply gone. It’s replaced by general language about the offer.
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Sometimes, these show up in your "Amex Offers" tab at the bottom of your account dashboard. Other times, they arrive via snail mail with a "RSVP Code." These paper flyers are gold. Literally. If you get a mailer for a Business Gold and it doesn't mention the lifetime limit, that is your ticket to a second (or fifth) bonus.
Does this affect your credit score? Sure, a little. It’s a hard pull usually, though Amex is famous for sometimes doing soft pulls for existing customers. But the trade-off—usually 70,000 to 100,000 Membership Rewards points—is worth a 5-point dip that recovers in two months.
The 90-Day Rule and Other Hidden Roadblocks
Amex is generous with NLL, but they aren't stupid. You can't just apply for ten cards in a afternoon.
There is a loose rule in the community often called the "1 in 90" rule for business cards. Basically, don't try to get more than one Amex business card every 90 days. Some people push it. Some people get away with it. But if you want to stay off the "Financial Review" radar, pacing yourself is smart.
Also, keep an eye on your total card count. Amex generally limits you to 5 credit cards. Note that the Business Gold is a charge card (or at least it functions like one with "No Preset Spending Limit"), and charge cards used to be exempt from this limit. Nowadays, Amex seems to cap the total number of "Pay Over Time" capable cards at around 10, though this varies wildly by person.
If you are already maxed out on cards, you might get a "pop-up" telling you that you aren't eligible. This is the dreaded "Amex Jail." Even with an Amex Business Gold NLL link, you can still be in jail. It sucks.
Real World Math: Why One Card Isn't Enough
Let's look at a real scenario. Say you spend $300,000 a year on Google Ads and shipping.
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With one Business Gold, you get:
- 4x on the first $150,000 = 600,000 points.
- 1x on the remaining $150,000 = 150,000 points.
- Total: 750,000 points.
With two cards (one being an Amex Business Gold NLL acquisition):
- 4x on the first $150,000 (Card A) = 600,000 points.
- 4x on the second $150,000 (Card B) = 600,000 points.
- Total: 1,200,000 points.
That is a difference of 450,000 points. At a conservative valuation of 2 cents per point (achieved by transferring to airlines like Air Canada or British Airways), that's $9,000 in free travel. You’re paying an extra annual fee, sure. But the math isn't even close. The points win every time.
Is This "Legal" According to Amex?
"Legal" is the wrong word. It's perfectly legal. The question is whether it violates the Terms of Service.
Amex has an "Anti-Gaming" clause. They can claw back points if they think you are being a "gamer." Usually, this applies to people who buy gift cards or cancel cards immediately after getting the bonus. If you are a legitimate business owner with legitimate spend, Amex usually doesn't care if you have multiple versions of the same card. They want your swipe fees. They want your loyalty.
If they sent you the link—or if a link is "publicly" available without a login—you are generally safe. Just don't be the person who opens a card, gets the 100k points, and closes it in month two. That is how you get blacklisted. Keep the card for at least a full year. Pay the second annual fee if you have to, or try for a retention offer.
Actionable Strategy for Your Next Move
Don't wait for a miracle. Check your account.
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First, log in to your American Express portal. Look at the "Refer a Friend" or "Personalized Offers" section. Sometimes the Amex Business Gold NLL offer is hidden right under your nose. If you see an offer that says "Expand your fleet" or "Add another card," click it.
Check the URL. Sometimes the URL itself will contain strings like "nll" or "no_lifetime." But the only way to be 100% sure is to read the fine print on the application page.
If you don't see one, go to the "Business" section of the Amex site while logged out. Sometimes using a VPN or an Incognito window triggers a different offer.
One last thing: keep your receipts. Amex has been getting stricter about what counts as "business spend." If you're using a Business Gold for personal groceries, you're asking for trouble. Keep it clean. Keep it professional.
Next Steps for You:
- Audit your spend: If you are exceeding $150k in the 4x categories (Shipping, Advertising, Tech providers, Gas, Restaurants, Wireless), you need a second card.
- Search your email: Use the search term "Invitation to Apply" or "Business Gold" and look for older emails from Amex. Often, these links stay active long after they were sent.
- Verify the terms: Before you hit "Submit," hit
Ctrl+F(orCmd+F) and search for the word "lifetime." If it's not there, you're clear to earn that bonus again. - Manage your limits: If you have five Amex credit cards already, consider closing an older, less useful one (like a basic Hilton or Delta card) to make room for the Business Gold.
The Amex Business Gold NLL is the single best way to scale your point earning without switching to inferior cards. It takes five minutes of reading fine print to potentially earn thousands of dollars in travel rewards. Do the work.