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Yes. There's always a hard pull to issue credit
If it’s your first Amex, yes. After that they’re all soft pulls.
I haven’t seen any data points of Amex hitting someone with a hard enquiry no matter the card after the first one, even after years. I could be wrong, but it’s really unlikely.
Them being vague about it could suggest that they decide whether to do it on a case by case basis, just like many Amex cards don’t formally have a credit line limit but will approve or deny purchases based on a dynamic metric.
Cc applications ding your score by a little bit but disappear after 2 years. If that’s something you can’t afford, maybe you should be more conservative with your credit.