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Dive Brief:

  • Purchase frequency and even Prime membership at Amazon is declining, while Walmart is on the rise, according to a consumer study from retail analytics firm First Insight emailed to Retail Dive. In 2017, 80% of consumers shopped Amazon six or more times each month, but that has declined, to 49% last year and 40% this year, according to the report. Meanwhile, those shopping at Amazon twice a month or less has risen from 11% in 2017 to 33% last year and 39% this year.

  • Walmart is on the opposite trajectory, with the percentage of those making more than four trips there each month edging up from 58% in 2018 to 63% in 2019. And the study suggests that Walmart (stores, website or both) has become a preference over Amazon for a majority of U.S. shoppers: Last year 53% said they prefer Amazon, but just 45% said so this year. Walmart has flipped that, with 47% preferring it last year and 55% preferring it this year.

  • Prime membership has dropped after a steep rise: Last year 59% told First Insight they are Prime members, up from 49% the year before, but this year that's down to 52%, according to the research, which was first reported by CNBC.

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