Price has never been this low from what I can discover. Make sure when you click the link you go to the side of the page and click on Amazon as the seller to buy from. The main price showing is £17.95, but this is from another seller through Amazon. Amazon are selling it at £11.99 but are not coming up as the cheapest because the stock does not come in until January 23rd. But at that price it's worth waiting a few days! RRP is £17.99 so over 30 percent off.