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I'm looking to buy some Warhammer 40k stufs, most place I looked, include ebay for new box, the best is 15%

Does anyone know any online store that sell Warhammer 40k new boxes with 20% off (from GW original prices)

wayland games does. Not sure if it does for all products or not, but at least the majority of models I want

For the US (assume so from your flag), The Warstore gets a lot of traffic.

Also, look through Dakka's ads. There will be something in there, as they are listed there for a reason.
https://www.dakkadakka.com/core/services_existingads.jsp

Does Warstore ship international or does the GW embargo affect them too?

You won't often find much less than 15% off. There's a thing called MAP policies. If you sell for less than the MAP price (minimum advertised price), the manufacturer will cut you off from purchasing. Most manufacturers do this in order to prevent a gradual decay of their brand and price and to ensure a good profit margin.

https://trade.games-workshop.com/wp-content/uploads/2014/04/Trade-Account-MAP-Policy-May-2017.pdf

Thewarstore still sells at 15% below retail (exactly the MAP price). Not sure why wayland games is allowed to violate the policy.

Wayland is in the UK; the 15% MAP policy only applies to overseas distributors. Also, the keyword in MAP is "advertised". Stores are allowed to sell for more than 15% off, but they can't advertise that they do so. So it pays to look for cues the store is trying to give you, or to just write an email and ask.

I'm not sure how that sort of stuff is even enforceable (seems to just be a matter of "Do it or else, can you risk calling our bluff?" type of corporate bullying tactics) but yeah, this is why for many many years you could not advertise GW products (they claimed all images of their products were their IP and were only allowed to be displayed on their own websites) but had to email or send in a spreadsheet with what you wanted to the get the discount. I'm sure some places still do that.

It's enforceable as far as any legal agreement is. When you sign up with a distributor or manufacturer, you have to sign an agreement that says you'll abide by the MAP policy. So say you bought some GW stuff and sold for 30% off - and got caught, they'd contact the distributor and tell them to blacklist you (cut off all sales). If the distributor doesn't do so, then the manufacturer will cut off the distributor.

There are companies built around MAP enforcement. They do nothing but hunt down violators, purchase their products and track down the serial numbers to nark them out to the manufacturer. So some companies apparently do take it pretty seriously.

And it goes further with more questionable tactics - for example, ebay/amazon has some systems that prevent selling of counterfeit goods or copyright violations, so they'll tag you as selling counterfeit goods - even if you aren't. Then you've got to decide if you want to fight two multi-million dollar companies just to sell their crap for below MAP.

Not saying GW does this. I've no idea. Some companies do use the shady tactics though. They'd pretty much have to in order to lock out shill buyers and such though, I would think.

However, all of this applies to authorized resellers/retailers - average joes are able to sell things for whatever they want.