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Apple products rarely have more than about a 5% discount. Towards the end of the AppleTV 2's life we were seeing up to a 15% discount, but that wasn't until earlier this year. Right now, with the AppleTV 3 just rolling out, your best bet is Amazon, Macmall, or Macconnection. I checked MacConnection and they have it for 99 as well. Looks like that's the going rate. I even get a discount from Apple thru my work on everything but the Appletv (not a lot of profit on an item that starts out at 99).
 
One thing people often overlook is purchasing through their credit card's affiliation. For example, Discover has 5% cash back if you order online by first linking through their Shop Discover section. Lots of choices- Apple, Best Buy, Walmart, Target, Amazon (I think). Maybe wait out for a 10% or 15% cash back kinda thing.

It's not much, but meh, 5% will save you 5 bucks. Might cover tax lol
 
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