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American Airlines re-launched its newly redesigned eShoppingSM Mall. Changes made on www.aa.com/eshopping were made to provide its members customized shopping with the option to compare prices as well as earn AAdvantage miles.

To celebrate the re-launching of the site, existing AA members can earn upto 1,000 bonus miles if they spend a total of $500, and 500 bonus miles for new members for total purchases of more than $150.

Aside from the bonus miles, customers can also avail of the latest coupons and promotions, as well as receive AA miles and discounts.

The new feature "allows AAdvantage members to choose their favorite merchants, view an award history section and previously visited merchants panel, and set preferences for mall communications".

Apart from the new personalized account option, a new product tool option is also provided to members where finding products from merchants is done with only a single query and the benefit to compare the prices with just one click, thus making the process faster and easier at the same time .

The upgrades made on AA's eShopping were based on customer and employee feedback. According to AA's research, 75% of its customers shop online to compare prices and products.