I am finding the "proof of return attempt on the stated date" a bit odd. If a retailer has a clear return policy and it has lapsed, I don't go into the store and try to return the item unless there is something clearly wrong with the item and I didn't notice on time to make the return. Otherwise, do people actually drive to stores to attempt to make returns when they clearly cannot, or call customer service when the website states the return period has lapsed? I imagine that, in most cases, they do not --- it's a waste of one's time. For this reason, I interpret the "date of return attempt" as the date you decided you wanted to return the item and realized it was too late (unless, of course, the store does not have a clearly stated return policy -- in that case, you do try to make the return). If I am indeed misinterpreting this, then Amex should rewrite its policy to state that you should document return attempts if you want to file a claim and what they consider to be appropriate form of documentation. While maybe there are people who do go into stores to try to return items they clearly cannot, I do not believe they actually document it and it sounds rather difficult to provide such proof -- who is going to remember you?!
I agree with you on a personal level, and I especially agree that them going from completely lax to asking for all sorts of extra steps over the course of two months has gotten quite annoying. However, unfortunately for us, if you read the program description for Return Protection, it states:
"If you try to return an eligible item within 90 days from the date of purchase and the merchant won’t take it back, American Express may refund the full purchase price, up to $300 per item, excluding shipping and handling charges related to the item purchased, and up to a maximum of $1,000 per Card Member account per calendar year based on the date of purchase, not during the year the claim was filed."
"How to File a Return Protection Request: Once you have verified that the merchant will not accept the eligible item, call 1-800-228-6855 within 90 days of the purchase date to notify us of your request."
It clearly states that we have to "try to return" the item and that the "merchant won't take it back", and it instructs us on how to file a claim "once you have verified that the merchant will not accept the eligible item." In other words, the way that a lot of us have been filing claims by just looking at the return policy, realizing that we were too late to return the item according to the return policy, and then filing a claim based on that, isn't what's stated in the program description, so we've technically been getting off easy by them not asking for proof of our return attempt (and, it seems, generally not asking us to go through the extra step of returning the item). Several weeks ago, someone posted that AmEx Assurance made them schedule a three-way call with a representative of Amazon.com to verify that the items they were claiming were not refundable. And several of us have had them request photos, package tracking information, etc., so it seems like they're changing their internal policy and looking to make us jump through a lot more hoops for these claims. We'll see how strict they are about this...most normal people are busy and wouldn't remember a week or two later exactly when they went into a store (or called on the phone) and who they spoke to at the customer service counter or cashier, as we have much more important things to worry about. If, in spite of that, AmEx Assurance decides to start making it much more difficult to get legitimate Return Protection claims approved, then that doesn't bode well for their reputation for delivering on the benefits and protections that they promise, and I imagine that some of us will reconsider our relationship with American Express because of it.