Very average.
My dealer is publicizing $3,000 off sticker on their website pricing for the '12 Touring, which means you can get $4,000 off sticker and $500 more for Mazda loyalty at this particular dealer. I know from experience. I got $5,500 off my '09 GT two years ago. I would tell them you'll give them whatever $3K under sticker is and leave if they don't bite. Make sure they understand you're not flexible and you will not pay DOC fees or you will get played. There are dealer incentives that you do not see so throw Edmunds out the window.