Cheap Items on Ebay

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I was wondering how some 'Power Sellers' on eBay are able to sell certain products at prices considerably below what they retail for. I don’t use eBay too often but came across a hooded jacket that is currently selling for $75 at the company’s website but is selling for only $45 on eBay. The seller has a perfect rating with over 1,000 reviews and sells only items from a few particular brands. What’s the most plausible reason for something like this being able to happen?