The amount of increase in prices in the past year have really been noticeable. Look at Tenda - Winchester white box - yes, white box - 50 rounds of 147gr or 124gr - $36.99 a box!!
Tenda recently had a sale on the Scorpio (Czech) 9mm 124gr. It was as you stated $430 - which ends up still being $21.50 or so per box when bought in bulk (before tax).
Even last year I was buying Federal Syntech 124gr - at the beginning of the year I bought it for $18.99 a box. By end of year, retailers were selling between $26.99 and $28.99 a box. During the Fall last year, probably the best deal would have been the Magtech rounds which held at $18.99 or so for a while, but they are well over $20 now if you can find them in stock.
I was at a local gun shop recently buying some 7.62x39 ammo and was behind a couple of fellas who just purchased their first handguns and were picking them up. They were looking at some Federal AE 124gr or 115gr and said to the sales guy behind the counter, "is this a good price?" Guy behind the counter shook his head and said "no, these are not good prices, but maybe in a year they will be considered good prices." New shooters bought only one box each, remarking "we were hoping ammo was cheaper than this". Definitely makes more an overall higher cost of ownership, entering into target shooting at this juncture in time.
For retail factory ammo, there's really no escape from the high prices, unless you hit some smaller mom and pop gun shops throughout your province in small towns, especially some that may not have a web presence. You may still be able to find some deals there. My club sold some ammo, but with the recent increases, all the old stock sold out quickly and newer stock is similar to retail prices now, with some tax savings.