Looks like Walmart has something to smile about.

Retail giants Walmart and Amazon have been competitors for many years now, with Walmart arguably on its heels for most of it. But the tide might be turning, according to a recent survey conducted by First Insight, a retail analytics firm.

As CNBC reported, First Insight surveyed 3,000 consumers starting in December 2017 through this September. They found that the frequency of people buying items on Amazon six times or more per month has dropped to 40 percent, down from 80 percent in 2017, with Walmart the benefactor. In fact, 55 percent said they prefer to shop at Walmart versus Amazon, up from 47 percent just a year ago. Those preferring to shop at Amazon dropped to 45 percent, down from 53 percent.

When 265 million people shop at Walmart each week and Amazon has 100 million Prime members, each percentage point can feel like a tidal wave of a shift.

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