You just have to look at equivalent spec bikes e.g.

elite top end:-

Canyon Aeroroad CFR Red Etap £8,699
Specialized S-works Tarmac SL7 Red Etap £12,600

mid range:-

Canyon Endurace CF SL8 Force Etap £4,649
Canyon Ultimate CF SLX SL8 Force Etap £5,249

Specialized Aethos Pro Force Etap £7,900
Specialized Roubaix Pro Force Etap £7,900

I like Specialized bikes - owned a nice 2014 Enduro mtb - but Canyon's pricing is way lower for an equivalent spec bike. Maybe Canyon US pricing is not so competitive, I can only speak for the UK.