A number of other US airlines do charge luggage fees, as well. But anyone on AA who travels light and uses carry-on luggage only or anyone with status don't pay the fees, for instance.
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This page states:
Updates Regarding Checked Baggage
Customers who purchase domestic economy class tickets will be charged $15 each way for the first checked bag and $25 each way for the second checked bag. Exceptions to this policy include customers who purchase First or Business Class tickets, AAdvantage Executive Platinum®, AAdvantage Platinum® and AAdvantage Gold® members as well as customers who purchase full-fare tickets in Economy Class. View a complete list of exceptions."
The list:
"The following customers will not be charged to check a bag provided the bag is within the weight allowance:
* Customers originating travel in the U.S., U.S. Virgin Islands, Puerto Rico or Canada and traveling to an international destination beyond the U.S., U.S. Virgin Islands, Puerto Rico or Canada
* Customers originating travel outside the U.S., U.S. Virgin Islands, Puerto Rico or Canada and traveling to an international destination
* Customers who purchase full-fare tickets in Economy Class
* Customers who purchase Business or First Class tickets
* Customers flying on AA codeshare flights not operated by American Airlines, American Eagle or AmericanConnection® (operating carrier baggage allowance and fees will apply)
* Active U.S. Military personnel traveling on orders or personal travel
* Active U.S. Military dependents traveling on orders
* AAdvantage Executive Platinum®, AAdvantage Platinum® or AAdvantage Gold® members
* oneworld Alliance Emerald, Sapphire or Ruby members
* Customers flying on the same reservation as an AAdvantage Executive Platinum, AAdvantage Platinum or AAdvantage Gold member or oneworld Alliance Emerald, Sapphire or Ruby member regardless of frequent flier status or fare type (not applicable to group bookings)
* First and Business Class MileSAAver® Awards
* First, Business and Economy Class AAnytime® Awards
* First and Business Class upgrades confirmed prior to check in
* AAirpass travel"