Ann: Kogan.com quarterly Cash Flow Statement and Trading Update, page-177

Just bought a high end mouse and mouse pad from Kogan. Shopped around, Kogan was definitely the cheapest even when I compared to Amazon. Amazon prices were literally the 'RRP' prices that you'd notice kogan has on all of his products with a line slashed through it to show his price. There were a few computer companies with the same price as kogan - so naturally I picked kogan to buy from, I think one had slightly lower prices but higher shipping costs so it balanced out. The brick and mortar store prices (such as harvey norman) were significantly more expensive though. I think Amazon will give everyone a run for their money short term when they come in and undercut everyone, but their long term prices don't seem to compete with Kogan.