Amazon customers are shopping far less than in previous years as a new study suggests the ‘the novelty of Amazon is wearing off.’ Customers who purchase items on Amazon six times or more per month has halved from 80 per cent in 2017 to 40 per cent this year, according to new research from retail analytics firm First Insight.

Furthermore, favour seems to be shifting towards its largest rival Walmart, with 55 per cent of respondents stating they preferred Walmart over Amazon, up from 47 per cent last year. Meanwhile the percentage of people who prefer Amazon to Walmart dropped from 53 per cent to 45 per cent.

The study, which interviewed more than 1000 shoppers both with and without an Amazon Prime membership over a two-year period, suggested that its Prime members could also be dropping. In 2018 59 per cent of respondents said they were Prime Members, this dropped to 52 per cent this year.