You are comparing Special Deals to regular prices - amazon is know to undercut the recommend selling price too.
They won't sell a PS3 Slim for less than 199 - which means you could be able to get it for around 180 on special occasions.
Once again I'd say you could see its recommended price for 160-180. You simply don't introduce a new model to only cut 50 euro.
Also, at 200 the console is still too expensive for the market Sony wants to target from the autumn this year- the family friendly market. They have a number of initiatives already in place for from, ranging from games that will appeal to the families and kids all the way to new appealing hardware (Wonderbook) and even PSN just got a 'Disney' section. Sony's statements have been all about the family market this year too. To be honest the only flaw in their market approach is that there is no notable kiddies move game coming.
Add to that the fact that everytime you ask Sony exec on ps4 they immediately tell you that ps2 didn't take off until the Slim hit at 160 euro. In fact Jim Ryan mentioned the aggressive pricing that led to the appeal of ps2 in the same interview where he talked about Sony's family market focus.
Lastly, he also mentioned that Sony had big plans for the end of 2012 that would get plenty of coverage in the press. This probably relates to Wonderbook. Now Wonderbook is an accessory that is going to cost money. You'll probably be buying with move because JK Rowling says so and for many this purchase will have to be done with a new ps3. Now Move costs 60 euro, Wonderbook could cost around 40 and if you had ps3 for 200 that would put you at around 300 euro for the purchase. That is not family-friendly. I expect the regular ps3 price to be in the 160-180 range, bringing the above cost to 260-280, which is in line with Kinect which flies off the shelves at holidays so it can be deemed an acceptable price. Now if Sony does a bundle, offering it all from 230-250 they have a winner.