No, no, no. The actual invoice is not the same as you see on the websites. I'm the internet sales manager for a Subaru Dealership in Colorado and constantly have people asking my why the invoice on Edmunds.com is different than the actual invoice on the car. Edmunds and the other sites don't account for the "destination charge" that is directly from the manufacturer and is printed on the invoice. This is the charge for freighting the car either across the country (if your vehicle was made at our Indiana plant) or from Japan. This is NOT a dealership handling fee, it is directly from Fuji Heavy Industries. Those websites also don't account for the "factory add-ons" like armrest extensions, security shock sensors, remote start, auto dimming mirror with compass, etc.
In my honest opinion if you truly want the best deal on a car (which should be invoice minus all hold back) submit a few leads to dealers in your area. Let them know that you are looking for the absolute best price on a specific vehicle. If you think you are going to walk onto a dealership and get a great price you are out of your mind. Let your fingers do the work for you and compare and contrast the price quotes that you are given. Once you have gotten your lowest quote email back the dealerships and ask them to beat that price. Eventually you will get to the point where there is maybe $50 difference in prices. At the end I would give the opportunity to the salesman that worked best with you. Also, if any of you have questions about pricing or incentives feel free to shoot me a PM.
-Chad