...the two companies are pairing up, allowing people who use both to earn Amex loyalty points by riding with Uber and to pay for Uber rides with points as well. For example, a $20 Uber ride will cost 2,000 Amex points — or a $20 Uber ride will earn 40 points. And these are not Uber-specific points — they’re tied into the overall Amex loyalty program. It’s the first time Amex has combined “the ability to earn points and burn points together,” as Berland put it. That’s possible because of the simplicity of the Uber payment interface, for which Berland had high praise. Existing eligible cardholders will be able to sign up directly for the program within the Uber app with a single tap.

http://recode.net/2014/06/09/uber-and-amex-partner-on-for-in-app-loyalty-program/