Question: how much is 10000 avios points worth?
Answer: With the value of Avios points generally varying anywhere between 0.55p and 1.5p (and reaching as much as 3p in a best-case scenario), the current sign-up bonus of 10,000 points with the (free for the first year) American Express Gold Card (reviewed here) can be worth anywhere in the region of £55 to £150.