If you're a small business owner who takes American Express, and you can't read the chip on cards (e.g. dip chip cards instead of swipe them), Amex will pay you $100 to contact your acquirer and get chip-enabled by April 30. If you don't complete this upgrade by October 1, you'll be on the hook for counterfeit fraud costs. And, even better, for many merchants, it may only cost you about $100 to do the upgrade as you may simply need to purchase an EMV-capable PIN Pad (especially for certain First Data terminals like the FD100 and FD200, it is likely all you'll need is to add an FD35 PIN pad and get everything enabled). So, Amex will pay for a substantial chunk of the cost of an upgrade you need to do anyway, if you do it five months early. And, your customers get the benefit of knowing that if someone copies the magnetic stripe on their card, it can't be used at your store (assuming they have a chip card). Can't beat this deal (which is the point, they're giving an incentive to make sure small businesses get on board quickly, otherwise come October 1 when the big stores are almost all chip-enabled, fraud isn't going to go away - it's just going to shift from the Walmarts of the world to the small business owners - and that is something Amex definitely does NOT want): https://www209.americanexpress.com/merchant/services/en_US/landingPage?va=us-mer-fightfraud-EMV P.S. I'm not affiliated with Amex or any other payments industry company. I am a consumer who wants to see this happen as quick as possible because I'm sick of dealing with card cloning, and I think this is a really great offer for small business owners. In reality, there are a lot of exclusions - franchisees, for example, are not eligible. This is for the true local community business - the type of place that otherwise may never upgrade, and might be tempted to stop accepting cards when they get a huge fraud bill come October, rather than upgrade.