Not sure - I got mine in bulk, online, several "bricks" at one time, where the cost of each unit was something like $0.33.
About half the price of retail in small quantities, but not sure how it compares to Energizer or regular Duracell. I think that in Walmarts of the world, you can get similar prices on large packs of Energizer AA cells, 36 units in one or something like that, but I read too many horror stories about Energizer to not get it. (I did however never experience a failure with Energizer)