It's inflated "manufacturer's suggested retail price" which you see frequently on Amazon . I can buy it at a dozen places today full price in the US for 29.99, about 24 GBP. I found one place that gave the MRSP at $36.50.
Pearl the price you found including shipping is a very fair price but not the screaming deal they pretend it to be. But, also, they are absorbing all the costs of getting it from the US, so maybe, if you add in all the hidden costs of importing it isn't as far fetched a price.