American Express Raises Platinum Card Fee, Setting Industry Precedent
Written by Emily J. Thompson, Senior Investment Analyst
Updated: 1 day ago
0mins
Source: Yahoo Finance
- Industry Pricing Signal: American Express raised the annual fee for its Platinum Card from $695 to $895 in late 2025 without losing customers, potentially prompting competitors to follow suit and reshaping the pricing structure across the credit card industry.
- Enhanced Customer Value: The new fee includes over $3,500 in annual lifestyle benefits, such as new credits with Resy, lululemon, and Uber One, aimed at maintaining customer loyalty despite a $300 increase in five years, emphasizing the importance of perceived value.
- Revenue Growth Trend: Revenue from Platinum cardholders grew by 6% in Q1, primarily from tenured customers, indicating that the pricing strategy effectively attracted high-value clients and boosted overall earnings.
- Young Consumer Preferences: Analysts note that younger generations are more comfortable with credit card fees, viewing them as subscription-like products that deliver value through travel, dining, and entertainment experiences, supporting American Express's pricing strategy and potentially leading the industry towards premium, high-fee credit cards.
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Analyst Views on COST
Wall Street analysts forecast COST stock price to rise
24 Analyst Rating
19 Buy
4 Hold
1 Sell
Strong Buy
Current: 998.010
Low
769.00
Averages
1061
High
1205
Current: 998.010
Low
769.00
Averages
1061
High
1205
About COST
Costco Wholesale Corporation (Costco) operates membership warehouses and e-commerce sites that offer a selection of nationally branded and private-label products in a wide range of categories. The Company buys the majority of its merchandise directly from suppliers and route it to cross-docking consolidation points (depots) or directly to its warehouses. It operates 891 warehouses, including 614 in the United States and Puerto Rico, 108 in Canada, 40 in Mexico, 35 in Japan, 29 in the United Kingdom, 19 in Korea, 15 in Australia, 14 in Taiwan, seven in China, five in Spain, two in France, and one each in Iceland, New Zealand and Sweden. It also operates e-commerce sites in the United States, Canada, the United Kingdom, Mexico, Korea, Taiwan, Japan and Australia. The Company provides wide selection of merchandise, plus the convenience of specialty departments and exclusive member services.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
Investment Value Analysis of Amazon vs. Costco
- Market Share Comparison: Amazon's market cap of $2.7 trillion is over five times that of Costco, indicating that while both companies excel in their respective industries, Amazon has greater growth potential, particularly in e-commerce and cloud computing.
- Cost Control Strategy: Amazon is enhancing efficiency by deploying industrial robots in its warehouses, which is expected to further reduce costs and improve gross margins, strengthening its competitive edge in a challenging market.
- Membership Model Advantage: Costco's membership model incentivizes customers to continue shopping, maintaining its competitiveness in the retail sector, while its rapidly growing e-commerce business contributes positively to overall revenue growth.
- Dividend Appeal: With a dividend yield of 0.51% and a history of increasing payouts for over 20 years, Costco attracts income-seeking investors, whereas Amazon does not pay dividends, making it less appealing for conservative investors.
See More
Investment Choices: Amazon vs. Costco
- Market Leadership: Amazon leads in e-commerce, cloud computing, and digital advertising, boasting a market cap of $2.7 trillion, significantly surpassing Costco's valuation, which underscores its competitive strength in rapidly growing markets.
- Cost Control and Efficiency: By integrating industrial robots in its warehouses, Amazon aims to reduce costs and enhance efficiency, a strategy that not only improves operational performance but also has the potential to further boost profit margins in the future, increasing its market appeal.
- Costco's Membership Model: Costco attracts customers with its low prices and membership model, which incentivizes ongoing shopping once customers sign up, creating high-margin recurring revenue that ensures its stable position in the retail market.
- Dividend Attractiveness: Costco's dividend policy is impressive, having raised payouts for over 20 consecutive years; despite a low forward yield of 0.6%, its 27.9% cash payout ratio indicates ample room for future increases, appealing to income-seeking investors.
See More
American Express Raises Platinum Card Fee, Setting Industry Precedent
- Industry Pricing Signal: American Express raised the annual fee for its Platinum Card from $695 to $895 in late 2025 without losing customers, potentially prompting competitors to follow suit and reshaping the pricing structure across the credit card industry.
- Enhanced Customer Value: The new fee includes over $3,500 in annual lifestyle benefits, such as new credits with Resy, lululemon, and Uber One, aimed at maintaining customer loyalty despite a $300 increase in five years, emphasizing the importance of perceived value.
- Revenue Growth Trend: Revenue from Platinum cardholders grew by 6% in Q1, primarily from tenured customers, indicating that the pricing strategy effectively attracted high-value clients and boosted overall earnings.
- Young Consumer Preferences: Analysts note that younger generations are more comfortable with credit card fees, viewing them as subscription-like products that deliver value through travel, dining, and entertainment experiences, supporting American Express's pricing strategy and potentially leading the industry towards premium, high-fee credit cards.
See More
Consumer Staples Shine as Safe Haven in 2026 Market
- Costco's Stable Growth: Costco has delivered net sales growth in all but one of the last 33 years, with a 1.5% decline in 2009 due to the recession, demonstrating resilience in uncertain markets; despite a high P/E ratio of 53, its customer loyalty and low churn rate make it a safe stock.
- Coca-Cola's High-Margin Model: With a 27% net margin and 64 years of dividend increases, Coca-Cola showcases its strength as a beverage industry leader; although trading at a P/E of 25, its iconic brand and extensive product line justify this premium.
- Walmart's Market Position: As the second-largest company in the U.S., Walmart's market cap exceeds $1 trillion, with a 39% stock price increase over the past year, and only one year of negative growth in decades, highlighting its stability during economic fluctuations, complemented by 53 years of dividend growth.
- Attraction of Consumer Staples: In 2026, the demand for safe investments has driven growth in the consumer staples sector, particularly for companies like Costco, Coca-Cola, and Walmart, which are favored by investors for their performance in uncertain market conditions.
See More
Costco's Secret to Sustained Growth
- Stable Sales Growth: Costco has experienced net sales growth in all but one of the last 33 years, with a 1.5% decline in 2009 due to the recession, demonstrating its resilience and stability amid market fluctuations.
- Customer Loyalty: Despite high annual membership fees, low churn rates are maintained as customers benefit from low prices throughout the year, further solidifying Costco's market position and customer base.
- Strong Financial Performance: The latest quarter saw a 9% increase in net sales, primarily driven by a 7.9% rise in same-store sales, indicating that Costco's growth relies heavily on existing customer spending rather than expansion.
- Valuation Safety: With a price-to-earnings ratio of 53, Costco's growth may be slowing, yet its strong customer loyalty and stable revenue streams make it a
See More
Costco Stock Investment Outlook Analysis
- Stock Performance: As of April 22, Costco has generated a total return of 688% over the past decade, yet its stock is currently nearly 7% off its all-time high from February 2025, indicating a lack of short-term upward momentum.
- Valuation Concerns: With a price-to-earnings ratio of 52.2, Costco reflects lofty market expectations that pose significant risks for investors, particularly when seeking long-term investment returns amidst such high valuations.
- Expansion Plans: Despite challenges related to valuation and scale, Costco plans to open over 30 new warehouses annually, an increase from the 28 planned for fiscal 2026, which will help expand its membership base and drive future sales and earnings growth.
- Investment Strategy: While Costco is an outstanding company, investors should keep its stock on a watchlist and wait for a significant pullback before investing, as this will test patience and discipline, critical traits for long-term success in the stock market.
See More
Investment Value Analysis of Amazon vs. Costco
- Market Share Comparison: Amazon's market cap of $2.7 trillion is over five times that of Costco, indicating that while both companies excel in their respective industries, Amazon has greater growth potential, particularly in e-commerce and cloud computing.
- Cost Control Strategy: Amazon is enhancing efficiency by deploying industrial robots in its warehouses, which is expected to further reduce costs and improve gross margins, strengthening its competitive edge in a challenging market.
- Membership Model Advantage: Costco's membership model incentivizes customers to continue shopping, maintaining its competitiveness in the retail sector, while its rapidly growing e-commerce business contributes positively to overall revenue growth.
- Dividend Appeal: With a dividend yield of 0.51% and a history of increasing payouts for over 20 years, Costco attracts income-seeking investors, whereas Amazon does not pay dividends, making it less appealing for conservative investors.
See More
Investment Choices: Amazon vs. Costco
- Market Leadership: Amazon leads in e-commerce, cloud computing, and digital advertising, boasting a market cap of $2.7 trillion, significantly surpassing Costco's valuation, which underscores its competitive strength in rapidly growing markets.
- Cost Control and Efficiency: By integrating industrial robots in its warehouses, Amazon aims to reduce costs and enhance efficiency, a strategy that not only improves operational performance but also has the potential to further boost profit margins in the future, increasing its market appeal.
- Costco's Membership Model: Costco attracts customers with its low prices and membership model, which incentivizes ongoing shopping once customers sign up, creating high-margin recurring revenue that ensures its stable position in the retail market.
- Dividend Attractiveness: Costco's dividend policy is impressive, having raised payouts for over 20 consecutive years; despite a low forward yield of 0.6%, its 27.9% cash payout ratio indicates ample room for future increases, appealing to income-seeking investors.
See More
American Express Raises Platinum Card Fee, Setting Industry Precedent
- Industry Pricing Signal: American Express raised the annual fee for its Platinum Card from $695 to $895 in late 2025 without losing customers, potentially prompting competitors to follow suit and reshaping the pricing structure across the credit card industry.
- Enhanced Customer Value: The new fee includes over $3,500 in annual lifestyle benefits, such as new credits with Resy, lululemon, and Uber One, aimed at maintaining customer loyalty despite a $300 increase in five years, emphasizing the importance of perceived value.
- Revenue Growth Trend: Revenue from Platinum cardholders grew by 6% in Q1, primarily from tenured customers, indicating that the pricing strategy effectively attracted high-value clients and boosted overall earnings.
- Young Consumer Preferences: Analysts note that younger generations are more comfortable with credit card fees, viewing them as subscription-like products that deliver value through travel, dining, and entertainment experiences, supporting American Express's pricing strategy and potentially leading the industry towards premium, high-fee credit cards.
See More
Consumer Staples Shine as Safe Haven in 2026 Market
- Costco's Stable Growth: Costco has delivered net sales growth in all but one of the last 33 years, with a 1.5% decline in 2009 due to the recession, demonstrating resilience in uncertain markets; despite a high P/E ratio of 53, its customer loyalty and low churn rate make it a safe stock.
- Coca-Cola's High-Margin Model: With a 27% net margin and 64 years of dividend increases, Coca-Cola showcases its strength as a beverage industry leader; although trading at a P/E of 25, its iconic brand and extensive product line justify this premium.
- Walmart's Market Position: As the second-largest company in the U.S., Walmart's market cap exceeds $1 trillion, with a 39% stock price increase over the past year, and only one year of negative growth in decades, highlighting its stability during economic fluctuations, complemented by 53 years of dividend growth.
- Attraction of Consumer Staples: In 2026, the demand for safe investments has driven growth in the consumer staples sector, particularly for companies like Costco, Coca-Cola, and Walmart, which are favored by investors for their performance in uncertain market conditions.
See More
Costco's Secret to Sustained Growth
- Stable Sales Growth: Costco has experienced net sales growth in all but one of the last 33 years, with a 1.5% decline in 2009 due to the recession, demonstrating its resilience and stability amid market fluctuations.
- Customer Loyalty: Despite high annual membership fees, low churn rates are maintained as customers benefit from low prices throughout the year, further solidifying Costco's market position and customer base.
- Strong Financial Performance: The latest quarter saw a 9% increase in net sales, primarily driven by a 7.9% rise in same-store sales, indicating that Costco's growth relies heavily on existing customer spending rather than expansion.
- Valuation Safety: With a price-to-earnings ratio of 53, Costco's growth may be slowing, yet its strong customer loyalty and stable revenue streams make it a
See More
Costco Stock Investment Outlook Analysis
- Stock Performance: As of April 22, Costco has generated a total return of 688% over the past decade, yet its stock is currently nearly 7% off its all-time high from February 2025, indicating a lack of short-term upward momentum.
- Valuation Concerns: With a price-to-earnings ratio of 52.2, Costco reflects lofty market expectations that pose significant risks for investors, particularly when seeking long-term investment returns amidst such high valuations.
- Expansion Plans: Despite challenges related to valuation and scale, Costco plans to open over 30 new warehouses annually, an increase from the 28 planned for fiscal 2026, which will help expand its membership base and drive future sales and earnings growth.
- Investment Strategy: While Costco is an outstanding company, investors should keep its stock on a watchlist and wait for a significant pullback before investing, as this will test patience and discipline, critical traits for long-term success in the stock market.
See More
