“Novelty of Amazon is wearing off” as shopper numbers and Prime subscribers decline

Amazon customers are shopping far less than in previous years as a new study suggests the “the novelty of Amazon is wearing off.”

Customer 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.

READ MORE: Ebay and Amazon accounted for 90% of online marketplace spend in 2019

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.

“The excitement of the Amazon box coming to your house is kind of dwindling off,” First Insight’s chief executive Greg Petro told CNBC.

“I think the novelty of Amazon is wearing off.”

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