Is flat cashback always better than loyalty points (Avios, Nectar, Amex points, etc)?

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I recently applied and was accepted for an Amex Reward credit card. I also have an Aqua rewards card. The Amex has an introductory offer where you get 10,000 membership points after spending £1,000 in 3 months. This is equivalent to 5% cashback. After the intro period, the cashback rate drops to 0.5%. The Aqua reward card pays out a flat 0.5% cashback annually. I would like to ask for opinions as to which is better to use in the longer term. I slightly prefer flat cashback, however the Amex offers a much better app, website and better customer service than the Aqua.

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