***Updated Feb 21, 2026
Savvy travelers and credit card enthusiasts are always looking for ways to optimize their points and miles game. Enter Rakuten, a powerful online shopping portal that goes beyond just cash back. This platform offers a unique opportunity to earn valuable Amex Membership Rewards points or Bilt points on your everyday purchases, effectively doubling the value you receive compared to standard cash back options.
Not a Rakuten member yet? Click here to sign up for your free account and receive a new-member sign up bonus!
What is a Shopping Portal?
Before diving into Rakuten’s specifics, let’s establish what a shopping portal is. In essence, a shopping portal acts as an online intermediary between you and your favorite retailers (Dell, Walmart, Amazon, Macy’s, etc…). These platforms typically boast a vast network of partnered stores across various categories.
Here’s how shopping portals work:
- You visit the shopping portal website.
- Browse the listed retailers and find the store you want to shop at.
- Click through a special link provided by the shopping portal that directs you to the retailer’s website.
- Complete your purchase as usual on the retailer’s website.
- The shopping portal tracks your purchase and credits your account with pre-determined rewards, such as cash back or points (depending on the portal and your chosen option).
Why Use Rakuten?
Now that you understand the general concept of shopping portals, let’s explore why Rakuten stands out:
- Earn Amex Membership Rewards points: Instead of settling for cash back, you can opt to convert your purchases into valuable points that can be redeemed for travel, statement credits, merchandise, and more.
- Shop at your favorite stores: Rakuten boasts an extensive network of partnerships with popular retailers like Dell (for using your Amex Platinum Card shopping credit) Macy’s, Sephora, and Best Buy, ensuring you can earn points on your everyday purchases.
- Enjoy exclusive deals and promotions: Rakuten frequently offers additional discounts and bonus points on top of existing store promotions, maximizing your savings potential.
- Free and easy to use: Signing up for a Rakuten account is completely free and only takes a few minutes. Plus, the platform is user-friendly and integrates seamlessly with your Amex Membership Rewards account. Click here to sign up for your new Rakuten account and receive a new member bonus after your first purchase.
Getting Started with Rakuten
Ready to unlock the power of Rakuten and start earning valuable Amex points? Here’s a quick guide:
- Visit the Rakuten website and create a free account.
- Link your Amex Membership Rewards or Bilt account to your Rakuten profile. Not sure how to do this? Click the following links for step-by-step guides on how it’s done for Amex or Bilt. Just make sure to create your Rakuten account first!
- Browse the extensive selection of stores and choose your desired retailer.
- Click through Rakuten to the store’s website and complete your purchase as usual.
- Watch your Amex or Bilt points roll in!
Bonus Tip: Rakuten also offers a browser extension that automatically alerts you when a store you’re visiting offers points or deals.
Getting to the Point(s)
By incorporating Rakuten into your shopping routine, you can significantly boost your Amex Membership Rewards or Bilt Points balance and unlock a world of travel and reward possibilities.
Remember to Sign up for a free Rakuten account today and start earning points on your everyday purchases!
