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Proc-Type: 2001,MIC-CLEAR
Originator-Name: webmaster@www.sec.gov
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MIC-Info: RSA-MD5,RSA,
 PMEnRTnJYXcC/Ha8cCFUBclLLIK8NIFwMwzFDTXEm/hBgPrw7cL2V96yBRsfBIKu
 TC0dRA2H80R/Mm2EHHG/+Q==

<SEC-DOCUMENT>0001101215-10-000013.txt : 20100317
<SEC-HEADER>0001101215-10-000013.hdr.sgml : 20100317
<ACCEPTANCE-DATETIME>20100317160425
ACCESSION NUMBER:		0001101215-10-000013
CONFORMED SUBMISSION TYPE:	4
PUBLIC DOCUMENT COUNT:		1
CONFORMED PERIOD OF REPORT:	20100315
FILED AS OF DATE:		20100317
DATE AS OF CHANGE:		20100317

ISSUER:		

	COMPANY DATA:	
		COMPANY CONFORMED NAME:			ALLIANCE DATA SYSTEMS CORP
		CENTRAL INDEX KEY:			0001101215
		STANDARD INDUSTRIAL CLASSIFICATION:	SERVICES-BUSINESS SERVICES, NEC [7389]
		IRS NUMBER:				311429215
		STATE OF INCORPORATION:			DE
		FISCAL YEAR END:			1231

	BUSINESS ADDRESS:	
		STREET 1:		17655 WATERVIEW PARKWAY
		CITY:			DALLAS
		STATE:			TX
		ZIP:			75252
		BUSINESS PHONE:		9723485100

REPORTING-OWNER:	

	OWNER DATA:	
		COMPANY CONFORMED NAME:			Kennedy Bryan J
		CENTRAL INDEX KEY:			0001454989

	FILING VALUES:
		FORM TYPE:		4
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-15749
		FILM NUMBER:		10688899

	MAIL ADDRESS:	
		STREET 1:		17655 WATERVIEW PARKWAY
		CITY:			DALLAS
		STATE:			TX
		ZIP:			75252
</SEC-HEADER>
<DOCUMENT>
<TYPE>4
<SEQUENCE>1
<FILENAME>edgar.xml
<DESCRIPTION>PRIMARY DOCUMENT
<TEXT>
<XML>
<?xml version="1.0"?>
<ownershipDocument>

    <schemaVersion>X0303</schemaVersion>

    <documentType>4</documentType>

    <periodOfReport>2010-03-15</periodOfReport>

    <issuer>
        <issuerCik>0001101215</issuerCik>
        <issuerName>ALLIANCE DATA SYSTEMS CORP</issuerName>
        <issuerTradingSymbol>ADS</issuerTradingSymbol>
    </issuer>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001454989</rptOwnerCik>
            <rptOwnerName>Kennedy Bryan J</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>17655 WATERVIEW PARKWAY</rptOwnerStreet1>
            <rptOwnerStreet2></rptOwnerStreet2>
            <rptOwnerCity>DALLAS</rptOwnerCity>
            <rptOwnerState>TX</rptOwnerState>
            <rptOwnerZipCode>75252</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>1</isOfficer>
            <isTenPercentOwner>0</isTenPercentOwner>
            <isOther>0</isOther>
            <officerTitle>EVP &amp; President, Epsilon</officerTitle>
        </reportingOwnerRelationship>
    </reportingOwner>

    <nonDerivativeTable>
        <nonDerivativeTransaction>
            <securityTitle>
                <value>Common Stock</value>
            </securityTitle>
            <transactionDate>
                <value>2010-03-15</value>
            </transactionDate>
            <transactionCoding>
                <transactionFormType>4</transactionFormType>
                <transactionCode>S</transactionCode>
                <equitySwapInvolved>0</equitySwapInvolved>
            </transactionCoding>
            <transactionAmounts>
                <transactionShares>
                    <value>12000</value>
                </transactionShares>
                <transactionPricePerShare>
                    <value>63.00</value>
                </transactionPricePerShare>
                <transactionAcquiredDisposedCode>
                    <value>D</value>
                </transactionAcquiredDisposedCode>
            </transactionAmounts>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>108826</value>
                    <footnoteId id="F1"/>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>D</value>
                </directOrIndirectOwnership>
                <natureOfOwnership>
                    <value></value>
                </natureOfOwnership>
            </ownershipNature>
        </nonDerivativeTransaction>
    </nonDerivativeTable>

    <footnotes>
        <footnote id="F1">The total number of securities beneficially owned includes:  (a) 37,200 unrestricted shares; (b) 10,098 unvested shares from an original award of 29,700 time-based restricted stock units granted 4/28/08; (c) 11,174 unvested shares from an original award of 22,347 time-based restricted stock units granted 2/23/09; (d) 17,688 unvested shares from an award of 26,400 performance-based restricted stock units granted 2/23/09; (e) 5,896 unvested shares from an award of 8,800 performance-based restricted stock units granted 3/2/09; (f) 5,354 unvested time-based restricted stock units granted 2/22/10; and (g) 21,416 unvested performance-based restricted stock units granted 2/22/10.</footnote>
    </footnotes>

    <remarks></remarks>

    <ownerSignature>
        <signatureName>Leigh Ann K. Epperson, Attorney in Fact</signatureName>
        <signatureDate>2010-03-17</signatureDate>
    </ownerSignature>
</ownershipDocument>
</XML>
</TEXT>
</DOCUMENT>
</SEC-DOCUMENT>
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