If it's being sent outside of the EU then VAT isn't charged. If the retailer chooses to increase the retail price by 17.5% (ie keep the same price) then they can, but it's the retailer pocketing the difference, not the tax man. Unfortunately oon smallish items then it becomes a big proportion of the price. There's the 'trivial amount' where they don't bother collecting, but then once you go over that it's not jsut the taxes it's the fixed costs of MAF and collecting the duty. Which is why it seems a bit steep at a value just over the point that you have to pay duty.