The DSLR prices look too good to be true, but the lenses and accessories that I looked at were all slightly more expensive than Amazon. There is also a great bit of wording buried in the small print that (in summary) says that the prices will include VAT except when they don't, and when they don't it will be added at checkout (well, that's one way of getting attractive headline prices). And if you don't like it, complain to a kitchen gadget suppler based in the US. That and the telephone number is the wrong geographic postcode.
The lack of company details is always a worrying sign, the DSR says that you must be able to tell who you are dealing with. If you don't see the company name, company numbe and registered address then walk away from any online UK retailer.