‘The novelty of Amazon is wearing off’, First Insight research

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 research by First Insight.

The retail analytics firm conducted three surveys of 1,000 consumers each in December 2017, September 2018 and September 2019. This included shoppers with and without a Prime membership.

55% said they prefer to shop at Walmart versus Amazon, up from about 47% a year earlier. The percentage of people who favour the latter has dropped to 45% from about 53% in 2018. “The excitement of the Amazon box coming to your house is kind of dwindling off,” says First Insight CEO Greg Petro. “I think the novelty of Amazon is wearing off.”

Meanwhile, Prime signups are dropping. First Insight said it found 52% of survey respondents were members in 2019, down from 59% a year earlier.

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