This morning American Express is launching a new deals platform in partnership with Facebook that should make big waves in the payments and offers space. With the new platform, merchants will be able to target deals at American Express cardholders on the Facebook platform. Initial launch partners include H&M, Sports Authority, Dunkin' Donuts, Sheraton, Westin, Travelocity and Celebrity Cruises. Although the launch focus is on big national brands, the platform is self-serve and well suited to the needs of small business. This presents a big and credible threat to Groupon, LivingSocial, Google Offers and other daily deal providers. Winners : Facebook, American Express, small businesses Losers : Groupon, LivingSocial, Google, foursquare, VISA, MasterCard