Are you a Veteran?
For me I really like EuroOptic. For Vortex vets who've set up an account get a nice discount. They have good stock, same day shipping, and knowledgeable staff.
Other than the Vortex/Veteran thing they may not have the best price you can find. Optics are usually a big enough purchase that it's worth it to check a few places. But I start shopping at EuroOptic.
Make sure to check their sale/open box tab, that's often where the best deals are.