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American Express is using an online sweepstakes with a $100,000 top prize to try to gain online customers. American Express, along with Yoyodyne Entertainment, is launching a new mall, offering Netizens a chance at a $100,000 shopping spree. The contest will run October 15 through January 31. The companies hope people will be lured to the mall, which will have more than 140 online merchants, and then stay and shop.