The price of this 3-bulb kit has been trending downwards in the past few months.
Back in August this was ~$170 on Amazon. It's now $115 if you order with Alexa.
You can confirm it is still an Alexa deal by checking here http://smile.amazon.com/alexadeals
or just saying "Alexa, order a Philips Hue White and Color Starter Kit" and make sure she tells you the correct price before confirming.
This is the 3rd generation so it is the latest but Phillips is moving to a 4-bulb starter pack so maybe they are trying to get these off the shelves? The 4-bulb pack is not a good deal @ $200, and this 3-pack is $20 cheaper than buying three individual bulbs, plus you get a hub with the pack in case you needed one.
Edit: Price dropped from $123 to $115