Can anyone explain why Ring product price is so high in UK compare to US?

I really like ring products. But surely the price is bunkers here. On US site, the security system basic bundle sold for 199 dollars, and it is currently on sale for 139 dollars. And in the UK, we do not have sale and the original price is 249 pounds. I do get the price difference between UK and US is a common thing, but more than double? seriously.