I follow this twitter account called DIStrackers- usually just for Funko pops but sometimes they also post popular Disney items too. They found out what the the link/url to the ears would be before they actually went live and tweeted it so I had it saved in my browser and just kept hitting refresh right when they were supposed to drop and got them in my cart and checked out within seconds. I imagine that's the trick others could have used too?
Somehow I managed to do that one handed sweating profusely while inching along in the school drop off line on my phone haha!