NEW YORK - A new survey reveals that shoppers who are focused on value are choosing Amazon, the world??s largest online retailer, over Walmart, the world??s largest retailer, Time reports.

According to YouGov Brandindex, a consumer perception research firm that interviews people for their opinions and perceptions on various topics, over the last two years, Walmart??s value score has dropped more than 60%, from the mid 50s to 22, on a scale of 100 to -100, while Amazon??s value score has risen to 71, up from the 50s a couple of years ago when it was even with Walmart.

The results are unsurprising to retail analysts, who understand that value conscious consumers are increasingly turning to Amazon as the cost leader, whom they project could surpass Walmart as the number shopping destination for the winter holidays by the end of 2012.

"Amazon has moved from being this unusual niche competitor for Walmart to a force that can reinvent the industry," said Kantar analyst Bryan Gildenberg.

To counter Amazon??s threat, Walmart has begun refocusing on online shoppers, introducing "Pay With Cash," which allows customers to reserve products online and pay for them with cash at a Walmart store. The program is aimed at shoppers who don??t have credit cards or online payment tools.

The retailer also recently pledged to trim $2 billion in costs over the next two years, passing along savings to customers in the form of lower product prices.