Dealers now are enjoying robust business, many have near empty lots and feel no urgency and are holding out for top dollar. That being said, with you finding varied prices for near identical units, go through the dealers websites as well as calling them to verify ,,,,
Amount added for shipping $$$$$$$
amount added for dealer prep $$$$$$$
amount added for walkthrough $$$$$$$
amount added for documentation $$$$$
All dealers have cost associated with these actions, some incorporate that into their price adding nothing when you see their offer sheet.
Others will negotiate with you on price, and AFTER you have agreed on a price add those fees to the agreed upon price. Some will even go so far as to claim that its law they charge you some fees like documentation (hint, that's a lie)
Some will offer what appears to be the best price, but after they add $2000+ in horsehockey fees, they may be higher than the dealer that deals out the door.