Most likely another misprice from Amazon, RRP seems to be wrongly quoted; Play / Asda have got it on pre-order for £59.99.
Note that the Amazon version includes camera and magic card!
Some other sites have it listed without camera & card.
The game on it's own from Amazon seems to be mispriced as well, currently on sale for £16.99 only, again wrong RRP quoted.
This item will be released on October 30, 2009.
For more info, see http://www.joystiq.com/2009/06/04/impressions-eyepet-ps3/,
could a big for Christmas.