It is not Amazon, these phones are being sold by 3rd party Amazon Market Place sellers. The price is because some people will pay it to get the phone now while stock at the RRP are hard to find because of the rush to get the new model. Personally I manage to get lucky and was able to walk into my local Apple Store and get one without any pre-booking etc. Every where else I tried was sold out.
I wouldn't buy one if they were offering them free in cornflakes packets. Did you know Apple willfully and knowingly stole the name of the Beatles record label. They couldn't even come up with an original name for their company! Steve Jobs - genius? No, Steve Jobs - ripoff artist! Ask Apple how many lowly paid workers existing on below subsistence pay are labouring away in sweatshops in the third world to put these trinkets together. You'd think, wouldn't you that Apple earning the massive profits that it does would be able to pass some of this benefit down the supply chain. Think again - they are corporate greedy vultures, drinking from the trough of greed.