The SRP of US$229 (8GB version) is by AMD. But distributor in the respective country will do a markup according to the service and warranty provided it that country.
So, its your country's tax system and distributor profit making that is causing you people to have a difficult time getting this gpu. Nothing got to do with AMD.
In my country, the RX 480 was selling at about US$290. A markup of US$60.
As for the Nvidia, the 1080 of SRP US$699, here it was selling at US$850. A markup of US$151. But price is slowly coming down when 3rd party gpu is being launch.
The issue isn't really distributor specific, There are many other companies which doesn't suffer from it.
Does AMD have no control at all who distributes their products? Stakes are high for AMD here.
Nvidia announced GTX 1060 (6 GB), and it's price in India is going to be around Rs. 23,000.. That's cheaper than RX 480 (4 GB).
AMD has a lead over Nvidia in DirectX, Async Compute and Vulkan.. don't let it go to waste.