Gift cards are getting bigger and better this holiday season. American Express has unveiled a gift card available in amounts from $25 to $500 which can be purchased through the American Express Web site. The new “American Express Gift Card” features a card embossed with the recipient’s name and good at all retailers that accept the AmEx cards. The new “Gift Card” is the latest addition to the AmEx prepaid services portfolio which includes the Travelers Cheque, Cheques for Two, Gift Cheques, the Be My Guest dining card, as well as a range of corporate incentive prepaid products, through American Express Incentive Services. VISA estimates the overall market for gift cards to be nearly $300 billion, which corresponds to approximately $174 billion for consumer gift cards and another $124 billion for commercial applications. For more information: www.americanexpress.com/gift.