American Express has entered the mobile deals market and by the looks of it, they’re way ahead of the game.

Dubbed “My Offers,” the new addition to Amex’s iPhone App allows card holders to view discount and refund offers close to their proximity, not something terribly revolutionary in itself — The real clincher is that these offers are tailored to each consumer based off prior purchases they have made, something that Groupon or Google do not have direct access to.

Here’s how it works: a consumer logs into the App and on the home screen there’s an offer to view “Offers Available For You.” Once clicked, a relatively large list will appear with the option to add the offer to the card. The offers must be “loaded” to a card, after which a consumer can purchase with their Amex within a certain amount of time (usually weeks or even months) and see the rebate in their account.

The App also offers business owners a few options that are not offered by deal-of-the-day services like Groupon — the ability to turn off deals for regular customers that have used their Amex to pay in the past, something small business owners complained about when offering deals in the past.

As an Amex card holder, I decided to give the App a try and found it to be not only easy to use, but quite relevant to my particular tastes. For instance, American Express must know I’m a Mexican food connoisseur — with an offer of a $4 rebate when I spend $20, how can I refuse to treat my sweetheart to a burrito and a margarita?