Good advice here in this thread.. Those LED's are crap.. Some are better than others but I bought one like you posted and it was similar to a standard 23w Floro I can get at home depot for $3.
These are also very good. 60w Floro - standard base, $14.
http://www.amazon.com/Hydroponic-Full-Spectrum-Light-5500K/dp/B005P29K1S/ref=pd_sim_lg_1?ie=UTF8&refRID=14A9RZ3YYQX0NA8NG3E9
get a few of them and use these as a reflector.. Super cheep and effective. $7
http://www.amazon.com/Bayco-SL-300-Clamp-Aluminum-Reflector/dp/B007RKKEHA/ref=sr_1_1?ie=UTF8&qid=1395012810&sr=8-1&keywords=Clamp+Light+with+Aluminum+Reflector