When calling retention, is there a negotiation process? Or whatever they offer you, you take it or leave it?

I didn't get an offer last year despite never having taken an offer and holding that specific card for 3 years and being an AMEX card holder for 12.... I have an annual spend 10x-15x what I see people posting on here and getting offers... Maybe they know I use them so much they know I won't leave lol