JBHifi have classified this as a 'factory scoop'.
The retail price is c. $200 and doing a quick search results in prices from $160 - $195.. so at $98 (+ $9) this looks like a bargain to me.
Uniden website - http://www.uniden.com.au/australia/p_xdect8055_1WP_index.asp
Are Uniden Cordless phones of good quality? I was thinking of getting a Panasonic one.