Utilize your financial knowledge, give your answer or opinion to the input question or subject . Answer format is not limited.

Why are American Express cards are not as popular as Visa or MasterCard?
My experience is in the United States only. In the past, American Express marketed its products as more exclusive and prestigious than other cards.  There was an attempt to give the impression that cardholders were more qualified financially.  In return, fees were higher both to merchants and to cardholders.  At the time (early 1990's), it was not common to use credit cards for small purchases, such as groceries or fast food.  Credit cards were used for larger purchases such as jewelry or electronics or dinner in a nicer restaurant. Once it became popular to use credit cards for everyday purchases, the demand for customers using credit cards changed to the highest number of people instead of people of higher status.  At that point, Visa (and to a lesser extent Mastercard) transaction volume increased dramatically.  Merchants needed the largest number of customers with cards, not the most financially stable.  As Visa volume grew, and people started using Visa for small purchases, the use of American Express decreased as their habits changed (once someone got used to pulling out Visa, they did it in every situation).  Merchants are less willing to go through the extra hassle of accepting cards that are used by fewer people.  Over time, I suspect this process led to the gap between Visa and American Express. As a merchant, in order to accept credit cards, you have to set up a bank account and maintain a merchant account.  Accepting Visa, MC and Discover can all be done through one account, but American Express has traditionally required a separate relationship, as well as its own set of rules and fees that were generally higher.  Since there are relatively few American Express cardholders compared to Visa, there is doubt about whether it is worth it accept the card.  It depends upon the customer base.  Fine restaurants still generally accept American Express.