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That amazes me that Amazon is so high!!! I get all my Vallajo paints from Scalehobbyist.com and this set was 20.00. Probably ends up close with shipping, but I make up for that with ordering alot more than 1 thing.
Products listed on Amazon may not actually be
sold by Amazon, and even within the stuff Amazon sells directly, you have the loss leaders (the items in the Gold Box discounts and the like, with really shaved margins) to pull you in, taking advantage of the "as long as I'm here" effect to entice you to add more items that may not be as good a deal as the first item you selected. Because Amazon has such a breadth of product, their loss leaders can be scattered all over the map, while a dedicated hobby store has a narrower range of product to pick from when selecting items to discount to draw in customers.
And if the seller is an Amazon associate, it can ride the coattails of Amazon's own discounts while reducing its own. There have been occasions where a simple search returned a particular listing for something I was looking for, and a more detailed search done differently returned several different listings for the same item from different associates with significantly different prices.