The frequency of people buying items on Amazon six times or more per month has dropped to 40% this year from 80% in 2017, according to surveys by First Insight, a retail analytics firm that collects data to help retailers such as Dick’s Sporting Goods, Crocs and Kohl’s make product decisions.
First Insight conducted three consumer surveys of about 1,000 people each in December 2017, September 2018 and last September to compile the results. They included shoppers with and without a Prime membership.
A majority this year, 55%, said they prefer to shop at Walmart versus Amazon, up from about 47% a year earlier. The percentage of people who favor Amazon has dropped to 45% from about 53% in 2018.
“The excitement of the Amazon box coming to your house is kind of dwindling off,” First Insight CEO Greg Petro said in an interview. “I think the novelty of Amazon is wearing off.”