LESS than 8 months after launching its "direct imports" business, electronics retailer JB Hi-Fi has quietly pulled all of its discounted stock from its website.

Pages that previously linked to digital SLR cameras and accessories, video games and music bought directly from suppliers and sold for the "lowest" possible prices have disappeared from the JB Hi-Fi website.

A Google search for "JB Hi-Fi direct imports" is still returning pages linking to the products, but when you click through, the website redirects users to the homepage, or simply delivers a blank page.

The "Direct Imports: frequently asked questions" page shows up blank, along with the terms and conditions page.

Clicking on "direct imports digital cameras" and "direct imports camera lenses" takes users to a page with an error message that reads: "Sorry the offer you were looking for has now expired, try using our product deals or red hot deals, now".

JB Hi-Fi has made no announcements about canning its direct imports business, nor notified users that the products were no longer available on its website.

A spokesperson for consumer watchdog, Choice, Ingrid Just told news.com.au that the decision to pull the stock from its site was "hard to understand". Ms Just said the decision could have been motivated by one of three possibilities.

One, was that the company found that its grey import business was cannibalising their own market. This was definitely a possibility, at least when it came to camera sales. A single lens Nikon digital SLR D3100 cost $777 through its regular online store, while its direct import section sold the same model for $596.

Ms Just said the second possibility was that the contracts JB Hi-Fi had with suppliers were not working for the company's bottom line. The third was that the company was planning to throw their energies into other areas of the business.

"Customers take a little bit of time to get their heads around the way a brand works, and once they've got that relationship with the brand, sure you can try launch and go into new areas, but I wonder whether some customers are used to being an in-store purchaser of JB Hi-Fi products, that they don't necessarily see them as an online go-to, option," Ms Just said.

"Until we hear back from them, as to their reasoning, even then they may only provide a top line reason, as opposed to the details. It's very hard to understand this move. We can only offer some conjecture or some possibilities that they could be any or all of the combination of what I've mentioned before."

The "disappearing stock" comes less than eight months after JB Hi-Fi launched their direct imports business as a way to try and regain customers that had been purchasing their gadgets for lower prices from grey import businesses. That and constant niggling from its competitor, online retailer, Kogan.com.

Last November Kogan ran an ad campaign telling JB Hi-Fi to change its slogan from "always cheapest prices" to "rarely lowest prices" in an open letter to the company.

Once again, the founder and CEO of the online retail store, Ruslan Kogan couldn't help but snap at JB Hi-Fi's heels like a persistent terrier.

"JB Hi-Fi has lost the war, and they want to do it as quietly as possible," Mr Kogan said.

"Our motto has always been 'what is not sustainable cannot be sustained' and clearly it's not sustainable for JB Hi-Fi, which is a shame because they were really good competition."

JB Hi-Fi was not available for comment at the time of publishing.