I could just be the ones that I've applied for a gotten, but from my experince:
Mastercard is my preference. For me they have given the best no-fee cards with rewards and higher than expected limits. I have three. A Canadian Tire Mastercard (bonus canadian tire money on any purchase), a "Community Savings" (the bank that holds my mortgage and give me a % against said mortgage, and Capital One that has no rewards but was the first company that would give me a no-fee platinum.
Visa apparently is accepted more places than any other card, but when I was a small business owner (In Alberta, Canada), it was way easier to get a mastercard merchant account than a visa one. Although visa was easier and more reasonable than american express. I think that Visa is the default card for most people. I have one, but I only use it for small purchases every few months and save it for emergencies.
AMEX are, at least for me, tougher to get and almost always have a fee. Maybe there is some prestige to them (I'm amused everytime my wife's grandpa, in beat up jeans and a sweatshirt, throws down his AMEX "Black"). So I don't have one. When I ran that little business, I used my corporate AMEX for almost all my purchases, but I didn't become a merchant that would accept them.
In many cases, I don't think it matters. My father is an oil man who has extensivly travelled the world and swears by his Amex. I like the companies and the rewards I get with my mastercards. My wife likes her visa, and she earns a cash dividend return on it.
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