As reported here, I saw both Transformers Ongoing Vol. 1 and Transformers Bumblebee in the books department of the Target Store that I work in.

The only difference between the Wilkinson version and the IDW version appears to be the publishers logo on the book, and a sticker with a HftD online code stuck to the front. Material inside appears to be exactly the same, although I didn't have time for a thorough look.

RRP appears to be $20, and at Target was scanning in at just under $13.

Low cost alternative to buying the IDW imports?