Apparently, some of the q series like the q2 are already on Amazon with more to come. The price increase of 20 dollars compared to keychrons site and 30 dollars from the launch price are to offset the cost of dealing with Amazon.

They will be selling barebones and prebuilts, but honestly, if you are in the US it is smarter to get the barebones from divinikey as you'd be saving 30+ dollars since they offer the q series at launch prices with free shipping. The only reason I could see buying from Amazon is if Divinikey is sold out of a particular unit or you want a prebuilt and want faster shipping compared to getting it directly from Keychron.