I just checked out
Amazon and the pricing seems bloated compared to the UK dealers.
I bought my 5x30 from Russian Military for $318 (out the door, which included taxes and shipping). And, on rusmilitary.com, the 10x24 is priced roughly 9% less than the 5x30. On Amazon, I am seeing the 10x24 at $357 before tax. After taxes (Wisconsin ship-to address), it comes out to be $376 (+18% more than the typically more-expensive 5x30).
I guess there are customers that are willing to pay a premium for a quicker lead time and for Amazon's extremely-generous return policy. But, I would think purchasing the scope domestically could happen at similar price to the dealers across the ocean. As I am imagining it, I would think there would be some favorable economies of scale at play, like shipping a box filled with scopes rather than one at a time, for example....
Also, odd: on Amazon, the 10x24 comes up as a sponsored listing. I cannot understand why one would pay extra to sponsor this listing when it is literally the only Immersive Optics item on Amazon. If someone searches "Immersive Optics xxxx", it will be the only item that satisfies the search, so why increase the costs (and presumably pass that added cost on to the customer)?