I can order it online from my local dealer for $7.85/qt. I've found that ordering online from the dealer can be cheaper than calling, or walking up to, the parts counter; then I just walk in and pick it up when the order is ready. Check and see if you can find an online ordering option from your local dealer.
I would just buy valvoline maxlife atf at wal-mart. It's about $18 for a gallon and in my opinion (and many others), just as good as the toyota ws. I have been using it for many years in all of my Toyota's and Honda's with zero issues.