In Europe, card acceptance is cheap by regulatory fiat and so rewards are far less common than in the U.S. Similarly, debit card rewards used to be fairly common in the United States until the Dodd-Frank Act capped debit card interchange. We can see that, even scoping to credit cards in the United States, not every card is a rewards card. Chase got Visa to authorize Chase charging almost the entire economy more for credit card acceptance with the specific goal of outcompeting American Express for the most lucrative highest-monthly-spend virtually-never-revolve-a-balance credit card users.

Source: Anatomy of a credit card rewards program