The numbers of customers buying 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 First Insight.

The retail analytics firm suggested that people in the US are increasingly shifting to Amazon’s biggest rival, with 55 per cent of respondents to its survey stating they preferred Walmart, up from 47 per cent last year – while the percentage of people who prefer Amazon to Walmart dropped from 53 per cent to 45 per cent.

More than 1,000 shoppers, both with and without an Amazon Prime membership, were surveyed over a two-year period, with results indicating that Prime members could also be dropping.

In 2018, 59 per cent of respondents said they were Prime members, falling to 52 per cent this year.

First Insight’s chief executive Greg Petro told CNBC: “The excitement of the Amazon box coming to your house is kind of dwindling off – I think the novelty is wearing off.”

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