The news: TD Bank will finally offer Amazon Shop with Points in the US for its credit cardholders, per a press release.

Members will be able to use their points at checkout to pay for their Amazon purchases.

Why this matters: Rewards redeemable on Amazon are already table stakes for issuers: American Express, Capital One, Chase, Citi, and Discover have offered it to their members for years. TD Bank’s debut of Amazon rewards indicates how far the bank has fallen behind its competitors on offering flexible rewards redemption.

This error placed TD Bank at a disadvantage, especially amid its new advertising campaign “Own a Piece of It,” meant to appeal to younger consumers—Gen Zers are more likely to search out and commit to value-oriented credit cards, per a PYMNTS i2C report, and likely anticipate access to Amazon rewards redemption as a default. 

Our take: Earning consumers’ loyalty requires delivering on competitive rewards. 

While perks like fraud protection and Amazon rewards are seen as default credit card features, issuers trying to impress should incorporate at least 2% cash back, rewards for paying off balances, and payment flexibility at checkout, per our 2025 US Cash-Back Credit Card Emerging Features Benchmark.