Retails for $39.99 but can be found for about $22-35 normally.
I thought $10.99 was a great price (There's a seller, VM Express, selling it for 10 cent less. I ordered from them the other day for $9.99 thinking it might be older model but turns out it's the new one)
Finally took out my Intex Kayak again and it was a lot easier this time around with an electric pump. This one also seems to blow faster than the battery operated one I have.