Hey,
If you are referring specifically to the E10, the $76 price on miccastore.com is the normal price. Unauthorized grey-market sellers on Amazon cause the price there to be lower, which is why you see other authorized resellers matching the lower prices on that marketplace.
The goal of Miccastore.com is to serve as a benchmark for delivering FiiO products along with a high quality of service. If you have a technical question regarding a FiiO product you purchased, send an email and you'll get real help rather than just a boiler plate reply to contact FiiO. Recently the whole site went to free shipping, so even if you just buy one FiiO L1 cable, what you see is what you pay, with no minimum purchase and no annual membership like Amazon Prime. The standard free shipping from Miccastore.com is also faster than standard free shipping from Amazon.
I personally love Prime. I spend way to much money on Amazon because of it. But some people don't buy enough from Amazon to justify the yearly membership.
Jack