Why is the Xperia Z so expensive from sony?

[yorkienick71]

Have just been having a quick look at the sim free prices and have found a couple of retailers (online) that are selling the Z for about £100 less than sony are selling it.

If other people can afford to sell it at that price, why not Sony?

[Uliwooly]

I doubt you will find that info here perhaps customer service can help you

http://www.sonymobile.com/global-en/support/contact-us/

[_BhaRatH_]

Merchants you see online will be distributors so they give offers with less price.

whereas sony retail shops can't give such deals

[azzido]

Anyway I agree this is wired.

[Zann_H · Accepted solution]

Because SONY retail shop has to sell according to suggested retail price that is communicated to all resellers/merchants. If SONY retail outlets sell at lower price that SRP, it would be anti-competitive. Especially for new products.

For resellers & merchants, although there are SRP, it's essentially up to them how much profit they want to earn. They usually mark up or reduce the prices where they see fit.