Nikon UK increased the price of the D4 and D800 cameras?

Pixiq reported today that Nikon UK increased the price of the Nikon D4 by £500 and the D800 by £200, with immediate effect. The information is based on an email sent from a Nikon UK general manager. The previous pricing was described as a "systems error".

Currently the Nikon D800 is listed for £2,399.00 £2,599.00 at Amazon and Jessops and the Nikon D4 is priced at £5289.00. I am not sure about the D800, but the D4 was initially listed for £4799...

Few days ago, the price of the D800 dropped £300 for few hours on Amazon UK.

I emailed few sources in the UK but could not get a confirmation for this price increase (probably because of the time difference).

This entry was posted in Nikon D4, Nikon D800 and tagged . Bookmark the permalink. Trackbacks are closed, but you can post a comment.
  • FriscoFred

    Sorry — to clarify my previous posting; the price is for the Nikon D800.
    $2,999.95 US Dollars
    1,890.23 British Pound Sterling


  • Royster

    Nikon’s adverts for the D4 and D800 taken from their Nikon 1 adverts could look like this.

    If I was a Nikon retailer I will increase the price before you push the button.

    Any other ideas

  • Nigel Ward

    All this talk about sacking the Nikon pricing manager……

    I just worked it out under the monthly sales projection that Nikon have recently ammended…

    They are going to make an extra $9,000,000 as month, just on the D800

    I wonder if it has anything to do with the initial reviews and the resulting surge of late orders?

    I’m sure if it had a bit on banding like the D200, there wouldn’t have been a “system error”….

    • Tony

      This calculation might be correct if eveybody was willing to pay the higher price. But in practice, the higher the price the fewer they will sell (and the fewer FX lenses they will sell). So they have to carefully balance price against sales predictions. Nikon will have done extensive market research and price modelling before launch of the D4/D800, but clearly they are now concluding that they got it badly wrong.
      Increasing the price, for future sales, is of course an entirely justifiable move if they believe it is for the better long term profitability of the company. What would be dishonourable in my view would be for Nikon to have allowed a large queue of pre-orders to build up, and then to apply the price increase retrospectively to these orders. If they do indeed do this it will doubtless result in many cancelled orders and considerable adverse feeling – which in turn will have a negative impact on sales.

      • Bermrunner

        Absolutely spot on Tony.

        • I feel lucky, as I just paid for my D800 a day before the increase so save some cash, there was no mention of a price increase!

  • Paw

    Suckers. So LAME, so unprofessional…

  • Jez

    At the time of launch weren’t Nikon’s marketing boasting about how they had managed to bring in the D4 at under £5000? So how is that a ‘system error’?

  • vax

    hmmm.. the conversion to US dollars.. eh!?!

    Time to make some trips to B&H, buy a couple of cameras, then fly to London, sell them and pay for the trip + some sightseeing….

  • vax

    $3807.45 is the conversion from Pounds,… and you can get a D800 for $3k at Amazon/B&H…. hmmm. arbitrage anyone?!?

  • FriscoFred

    I’m in San Francisco and I don’t understand why the camera prices are so much higher in the UK. There’s a huge difference in price. Are there some hidden fees the British government puts on Japanese imports?

  • FriscoFred

    I’m paying $2999.95 for the D800 in the United States and folks in the UK are paying roughly $3807 to $4124 (converted) for the same camera. I know American made guitars have always been more expensive in the UK (i.e. Gibson, Fender, and Rickenbacker guitars); I guess the same applies to camera equipment.

    • Srini

      The $2999.95 is without tax in the US. The tax rates in the US is probably 2.5 times lower than in the UK. The UK price is quoted inclusive of VAT.

      • FriscoFred

        The tax rate does not apply to all items at the moment. For example, residents of California (and other states) can buy an item from a New York camera store and pay no tax and no shipping. However, a New York resident will pay sales tax on an item bought in New York. A California resident will pay sales tax on an item bought in California. The government is trying to change the laws, but as they stand now you can buy mail order out of your state and usually there is no tax. The laws could change in the future, but until that change happens there is NO sales tax for most purchases via Amazon and other mail order store purchases.

        • Larry C

          While it is true you do not pay “sales tax” on out of state purchases in CA, it is existing law in CA that you are required to report purchased made online or while out of state and pay a “use tax”, that equals what would be a sales tax. That you do not report those purchases is currently illegal. That you may not get caught unless audited, does not make it legal or right and certainly does not equate to “CA residents to not pay tax on online sales”.

          What CA is trying to do is make a law that would require out of state sellers to collect tax on sales to CA residents when the items sold were originally manufactured or sold to the online retailer from the State of CA.

          In fact, almost all states collect use in tax in lieu of “sales tax”.

          Chose to not report the sales, but know that it IS illegal and you ARE required to pay “tax” in CA when you purchase online.

      • Ian

        FYI the retail price of the D800 in Australia is AUD$3600 which includes the AU equivalent of VAT. Our GST (Goods and Services Tax) is 10%. This works out to be AUD$327 tax so the pre-tax price is AUD$3273. At this mornings exchange rate that is £2160 – add VAT (20%) to that and the UK vs AU price is almost identical.

      • srini

        Assuming an out of state resident report and pay a “use tax” , it is a lot cheaper than the UK 20% VAT on an already expensive electronic goods compared to the US.

        • FriscoFred

          Why is the VAT tax 20%? That seems like a really high tax. Stores in the U.S. pay $2,699.96 for the D800 and sell it for $2,999.95. As you say, even with the sales tax the UK pays a lot more. I wonder if the UK dealers are paying a lot more for the cameras. I hope the price in the U.S. doesn’t go up; I’m still trying to save enough to buy the camera at the $2,999.95 price. I can barely afford the camera at the current price.

          What exactly is the Value Added Tax?

          • Srini

            The VAT is very high and does make a difference to the final price the consumer would pay in the UK/Europe.

            The VAT is a consumption tax on anything that you purchase. Food items are exempted through. It is like your sales tax in the US.

  • PeterO

    How to screw up the launch of arguably the best digital camera yet produced? Simple. Ask your own PR department to handle it. Just a few days ago we had a long discussion going on about Nikon’s disregard for its customers. Thank you Nikon for proving the point.
    NNinAZ put it most succinctly: “Obviously Nikon’s product quality overshadows their customer relations quality.”
    Seriously, to whoever made this asinine decision, could you not see that this would make you look like total morons and stink of GREED? Now we sit back and watch what Nikon Japan does. Ultimately it’s their product and their reputation.

    • Sleeper

      Unfortunately, the only competitor to D800 is a banding low DR pile of shit.

  • Sahaja

    Just to let Nikon know what we think about this every purchaser in the UK should order their D800 / D4 from a dealer in another EU country. Under EU law your warranty will still be good, and Nikon UK will have no sales.

  • JohnL

    We don’t call it “rip off Britain” for nothing. If it is true about the price increase and it applies to the Pre-orders and have pre-order in with Jessops, then we should start a campaign to get the Head of Nikon UK fired. Looking at the price of the D4 in the US and taking into account the 20% Vat and the exchange rate, it puts the price of the US price at £4,800, which of course is what it is on sale at, or was, in the UK. If this is the correct then you can be sure that the price in the US and other countries will increase. Perhaps Nikon could take some lessons from Apple!


  • Thom

    According to a very helpful store assistant this morning, Jessops UK have 330 d800’s due for delivery on the 26th, and as of 11am this morning they have sold 396… The next delivery of 50 units is looking like 5th of April, obviously going to be a few disappointed people out there… Shame Nikon uk appear to be deciding to get greedy- if it is a marketing managers mistake, (“systems error”) and the fear that they are undervaluing the d800 in comparison to the cannon 5diii, surely best to market it as a opening offer… And then raise the price for all future purchases, and do it on a Monday morning, not. Just befor the wagons are due to leave the depot, and risk destroying all the good brand awareness/ damaging loyalty of the hardcore initial customer base that will spread the initial word of mouth about how good the new product is, also what will happen at next product launch… How many customers will be put off future pre order purchases… Nikon… If this is true It’s Bl**dy poor form…

  • barneydog7

    Video review on the Nikon D800 on digitalrev tv, looks very very nice. Check it out

  • barneydog7

    Video review on the Nikon D800 on digitalrev tv, looks very very nice.

  • WEX (UK) put up prices online matching Jessops…my D4 is now 500 quid more expensive.

  • martyn

    WEX have just updated the price of the D4, see what they say in the morning, if their not going to honour the pre-order price thats one less D4 they need to get in.. and wonder whats the chances of returning around 4k of brand new glass ?

    • Jay

      Anyone who pre-ordered with WEX will be charged the original price. Always has been the case and will be here too.

  • Joaquim Barreto


    It is sad that to see such a big corporation to go back on its word.

    YOUR WORD IS YOUR HONOUR does not seem to apply to Nikon.

    I move to Sony when the A77 came out, and I was about to move back to Nikon this week and they do this.

    I realise that pricing is determined on demand and supply, but if you announce the price months before and allow some people to buy at that price and then see that demand is high and immediately raise the price, I feel that that is opportunism of the lowest kind. And not, as the Nikon UK manager says a “pricing mistake”.

    No one would have complained and would have happily bought a Nikon D800 at £200 extra, but raising it in this manner is shameful and I am afraid,

    I will not pay a penny more than £2400 as it was originally announced. If I can not get at that price, then I guess I am never going to be a Nikon D800 owner.


    • d400

      you switch to sony for a few months because they put out a fancy pants new camera, then you switch back before even having time to get accustomed to the new brand?
      I think you have way more money than sense. you can afford the extra cost.

      • Joaquim Barreto

        No mate, I have a job as a photographer and when a bought the Sony, the Nikon D800 was nowhere on the horizon. And when you have to do a job in September 2011, you cannot wait for Nikon to put on fancy pants on the D800. But you are right about me not having any sense.

  • Joaquim Barreto


    For almost 4 years, Nikon was a disappointment with their D700 and I had to put up with my Canon counterparts claiming that their camera 5D mk2 was better, which it was. As a faithful Nikon user, I did not switch to Canon and waited for a long long time for the D800. And now, they do something like this to create even greater ill will towards Nikon.

    I would accept a great deal more if Nikon said that they are going to increase price because you cannot keep up with supplies, but to say is is a pricing mistake is more than patronising.

    The extra profit is very very short term vision.

    I have a few remaining Nikon film cameras and I am seriously considering selling those on the second hand market because I do not want to be associate with a company that does not value honour and integrity.

  • zero1

    I was at a photography event here in Western Australia ( this evening (Sunday) and the Nikon Australia crew were here so I asked them if they knew anything about this price rise issue and they were clearly taken by surprise…they were actually shocked and insisted that this would not happen here. I will watch this with interest because I was going to order a D800 on Monday.

    Very poor form Nikon if you are going to exploit the fact that there has been such a terrific response to the D800 in particular. This response is undoubtedly because you have provided the public with what they actually want!

  • Damon Crane

    I was on the waiting list at my local store for months. They had been told they would get about 20 units or so with the first delivery. They got 3! Their pre-paid waiting list is 35ish. I got mine yesterday and they honoured the original price. So got it already and cheaper than it should be. Result. Lovely camera by the way. Upgraded from D700 and it is mind blowing 🙂

  • Bermrunner

    Check out Thom Hogan’s site at

    He kind of sums it up As follows:

    “How to Mess Up a Successful Launch
    March 24 (news and commentary)–Numerous British sources are reporting that Nikon UK has raised the price of the D4 and D800, apparently due to a “systems error.”

    Okay. How the heck did a “systems error” persist for more than 45 days? Well, because you promulgate it, that’s how. The only question is whether this was caused by mismanagement or by intentional postponement. Neither are the measure of an organization that’s on top of their game.

    The change Nikon is making isn’t trivial. In US dollars it amounts to a price change of US$778 on the D4. A British purchaser will now be paying the equivalent of US$8394 for a D4. Let’s see, US price is US$6000. The UK 20% VAT is US$1200. Not sure what UK duties are on cameras these days, but I doubt it’s another 20%. But even if it is, you’d think that Nikon UK would know what that number is and wouldn’t promote a wrong number right up to the day they start shipping product.

    The net overall price increase just made measures out to a bit over 10%. Hard to figure how you miss by that much and not notice it somewhere in your organization the first week, let along the second, third, fourth, fifth, right up to the 11th week.

    But wait, they did it twice. The D800 was also changed in price this week by Nikon UK. So six weeks after its price was announced, we suddenly have a realization on Nikon’s part that their numbers are wrong?

    UK Nikon users are noticeably (and understandably) upset at the moment. Many who haven’t yet received their cameras don’t know exactly what they’re going to be charged (though Amazon UK has a relatively clear policy of matching the price quoted when ordered).

    In the UK Nikon has now messed up what otherwise should have been a successful launch. Moreover, what they haven’t done is be forthcoming to Nikon users. You don’t change product price by 10% without making a statement to users, up front and no later than when you make the change. PR 101 says this is a major credibility issue for an organization, and that they will continue to suffer from upset users spreading the word. Nikon UK needs to step forward to make it clear what happened and why, clarify what price people will pay for their preorders, and vow to fix whatever problem caused this so that it doesn’t happen again.”

  • keithc

    Was going to buy 2 expensive FX zooms, might just take a second look at the Canon alternative. dont like being taken for a sucker.

  • Magenta

    This outrageous behaviour gave me the perfect excuse to stay with Canon, having convinced myself the D800 was a good cam to switch to ive just decided not to bother due to availability and profiteering move of this unscrupulous camera manufacturer (furious).

  • Thom

    Michio Miwa -president of Nikon UK- commenting on hiring John Walshe (General manager attributed with “apparently” sending the PR disaster of an email)… taken From the British Journal of Photography website.

    “We are delighted that John has accepted the position and welcome his experience as a means of strengthening the brand,”.


  • rome

    if this is true, ill sell my nikon and buy a nikon!

  • Bill ME Later

    Well, maybe this is how it works….
    Nikon announces a new high demand camera for a lower price than previously rumored 6-8 weeks ago.
    They bait and hook the consumers after months of hype, and create an artificial shortage, leaving many who pre-ordered crying.
    Now, they increase the price after first shipment. Many people who are straining budgets to buy the camera at the original price, cancel their orders. Nikon doesn’t care because they have increased the profit margin on each camera substantially and use less labor to produce less product.Nikon wins 3 ways. Less cameras sold for reduced labor, large profit for reduced labor and increased price, and, huge increase of lens sales from people upgrading to better glass and those who had DX only lenses. Pretty smart move.
    Nikon has to pay for all the plants damaged in the earthquake and floods. Come to think of it….maybe our D800’s will glow in the dark from radiation.

    What I am curious about is, if Nikon will produce 30,000 D800’s a month, and the camera has been in some form of production for several months. Why didn’t it hit the streets running with about 100,000 cameras produced since January?

    Not only am I disapointed I didn’t get the camera in the first shipment, now I have to wait and maybe pay a higher price as well. Decisions, decisions…..

  • Rob

    Very disappointing tactics by this Company towards it’s Customers.
    People who feel let down should delay their purchase of these cameras and “wait and see” if they live up to the Marketing Dept’s claims ,and at the same time watch the price fall when the surge in demand lessens and for any glitches in the Firmware(which there will be)to be ironed out. I personally have just moved another purchase to the TOP of my list and the Nikon product can WAIT !

  • Rob

    Yep something happened as the price quoted in Australia at a particular place was $2999AUD that has now increased $300AUD.

  • Martyn

    Just phoned WEX uk and they will honour any pre-order prices 🙂

  • barneydog7

    Great news the good folks at WEX have just told me that they will honour the price of a D800 i have pre ordered with them. A big THANK you WEX.

    • Daf

      They are a really good retailer. Top marks to them.
      Shame I didn’t order mine there 🙁

  • cschmeer
    • Daf

      I’m sure hoping!
      Not had any communication from them about it as yet.
      Delivery is down as their standard “3-5 days” but status is still pre-order.

      • Rdpi

        I am in the same situation.
        I called twice to ask about the “pre-order guarantee”. The assistants guaranteed that the final price will match the pre-order price.

        ..In the worst case we will receive a message telling that they also got a “system-error” 🙂

        OFF topic:

        how to save your ass in a difficult situation in one step:
        send an email the following text “sorry, system error. Regards”

  • Daniel

    HAPPY DAY for everybody who did order tha D800 on Amazon for only £2099.
    I just got this email (why I didnt buy 10 of them????):

    Hello D Cuccia,

    From your email I do understand that the item ‘Nikon D800 Digital SLR Camera (Body Only)’ price has increased in our website.

    Whenever you pre-order a book, CD, video, DVD, video game, Electronics or software item from the price you pay will be the lowest price offered by between the time you placed your order and the release date.

    Please assured that you will be charged 2,099.99 GBP at the time of dispatch for this order.

    Further, I have checked your order and we are still waiting on the item ‘Nikon D800 Digital SLR Camera (Body Only)’ to be delivered to us by our supplier. Sometimes unexpected fluctuations in supply can add time to our original availability estimate. We’ve learnt the item is now back-ordered and we’ll update you when we get more information from the vendor.

    The availability and dispatch times listed on our website are estimates only, and not guarantees. While we do our best to stick to these estimates, our inventory is constantly changing based on information we receive directly from our suppliers, and occasionally, unexpected fluctuations in supply can result in us being unable to fulfil an order. While we don’t like to see this happen, and our inventory team try to avoid it at all costs, due to the size of our catalogue it’s occasionally unavoidable.

    We won’t charge you for items until we dispatch them to you. We’ll send you an e-mail when we dispatch, confirming the date, contents and method of delivery.

  • Thom… Just confirmed over the phone that my order placed on Sunday at the £2099 price will be honoured!!! Fingers crossed for delivery ASAP…

    • Srini

      Well done! .they have put it up to ~£2600. Do you get the European Warranty Card? Did you ask them? I believe they are baed out in Jersey….

  • Royster

    Nikon UK can confirm a correction to the originally published recommended retail prices (RRP) on the D800, D800E and D4 products.

    Due to a local internal systems error, the incorrect RRPs on the D800, D800E and D4 products were communicated in the UK and Irish markets at the time of announcement. The correct RRPs for the products should have been D4: £5289.99, D800: £2,599.99 and D800E: £2,899.99. We would like to apologise sincerely to our customers for this unfortunate mistake, which has been corrected with immediate effect. We know that there has been strong consumer interest in these products and a high level of pre-orders placed with retailers; Nikon will be honouring the original prices to retailers on all customer pre-orders placed before March 24th 2012.

  • Ozmill
  • I bet Nikon kicked themselves when Canon brought out the 5D Mk3 for £3k! That’s probably the error that happened! Wish I’d pre-ordered now. Just wondering how much a return flight to the US is…..

  • Daniele Cuccia

    Just got this from the Big Boss:

    Dear Daniele,

    Thank you for your recent email to Michio Miwa regarding the pricing errors on the new D800/e & D4 cameras.

    He has asked me to reply on his behalf. I can confirm that there was an internal error which caused the wrong pricing to be advertised for a period of time.

    Because it was an error by Nikon, Nikon will honour pre-orders made through Nikon dealers before 24th March 2012. From that date onwards, orders will be subject to the correct pricing for those models.

    On behalf of Nikon, I sincerely apologise for the confusion and inconvenience caused, and hope that you will see this for what it was, a genuine mistake.

    If we can be of any further assistance please do not hesitate to contact us

    Kind regards,

    Ian McDermott
    Support Manager
    Customer Support Advisor
    Nikon Europe Support

  • Daniele Cuccia

    Dear Daniele,

    Thank you for your recent email to Michio Miwa regarding the pricing errors on the new D800/e & D4 cameras.

    He has asked me to reply on his behalf. I can confirm that there was an internal error which caused the wrong pricing to be advertised for a period of time.

    Because it was an error by Nikon, Nikon will honour pre-orders made through Nikon dealers before 24th March 2012. From that date onwards, orders will be subject to the correct pricing for those models.

    On behalf of Nikon, I sincerely apologise for the confusion and inconvenience caused, and hope that you will see this for what it was, a genuine mistake.

    If we can be of any further assistance please do not hesitate to contact us

    Kind regards,

    Ian McDermott
    Support Manager
    Customer Support Advisor
    Nikon Europe Support

    • Daf

      Few 🙂

      They must have realised it was going to be a even worse a PR nightmare than it is already if they didn’t do this.

  • Rob

    The’ve backed down on honouring backorders in UK. Some way to treat customers. They would’nt hike the price after taking orders on the”ere Mitsubishi cars would they.(NIKON owned by them -You know)
    I have been a loyal customer of Nikon for 30 years – my first purchase being a FE2 at age 13 . After this CARRY ON EPIsode ,I am seriously thinking of “Jumping Ship ” to Canon and a 5D MkIII – a company famous for Photocopiers !!!

    • Peter

      All this talk about jumping ship :/ see you then


  • Ed

    Just to confirm that Calumet phoned me yesterday to confirm that the price increase for my pre ordered D4 would not be passed on to me and that they would honour the original price.

  • Moto

    I have to say this all stinks a bit. I’ve had various dealings with numerous Nikon UK employees over the last few years and outside the tech department in EVERY occasion I’ve been left with the feeling that the UK outfit is a very unprofessional, badly run and not at all customer driven organisation. To the point where I’m surprised there’s not been some level of head office intervention.

    The price hike is unwelcome no doubt and the increase now means I’m probably not going to be able to afford to upgrade to a d800 for a while longer. I’m irritated of course but real gripe for me has always been the disparity in costs for the UK market compared to the US and other parts of Europe. Look at the pricing. $2999 in the states. Our small firm bought dollars today at an e/r of 1.55 and I assure you our buying power is significantly less than Nikon, but let’s base it on that. That gives a uk retail tag of £1935 before VAT, £2322 after ( rounding up). I’m not sure what uk import duty is on cameras but if we assume 3% (the same as a li-ion battery, although its 0% on ac adapters (this is what we import)) that’s about the £2399. Fair enough. Only it’s not really. That conversion uses a US retail price, with 2 lots of profit margin built in. 3% assumed duty will be on the Nikon cost price at import to the UK not the retail. At a rough guess I’d say there was already circa £100 more in a uk sale than that of the states, possibly more, before they hiked the price. I can only see this as profiteering, system errors don’t take nearly 5 weeks to figure and I’d bet the retail pricing was set long before we knew about it.

    Sure it’ll cost them some orders, but they have more than they can service so that doesn’t matter. Sure there’ll be bad feeling and press but all press is good press right and so what? You don’t want your camera anymore? If you could just move aside there are 4 or 5 guys behind you that want it.

    The only people really affected by this are the enthusiasts that work hard and save up because they want the best. Pros will barely feel the price rise and by the time it’s offset against their profits it’ll barely blip on the balance sheet (don’t get me wrong I’m sure they’d rather not pay it). Aren’t we the enthusiasts the ones that make them the real money? We are the numbers. Shouldn’t they be looking after us?

    I got an email answer from Nikon UK service today explaining that due to all the different standards and electrical laws etc etc in the states if I buy my d800 when I’m stateside they won’t be able to honour a warranty, it’s not global it’s regional apparently. Aside from the fact I believe this to be corporate horseshit (anyone really believe the insides of a us camera is vastly or any different to euro version? I’m prepared to admit I’m wrong on this but as there’s no broadcast equipment in the d800 and it doesn’t run on mains power I’d be shocked if there are any prohibitive differences), factor the price difference with the new rrp and if it breaks, I can fed-ex/ups my camera to and fro to the states for warranty repair 4 or 5 times and still be in profit. I think I know where my money is going and it won’t be to the customer indifferent racketeering division of Nikon based in the UK.

    • Srini

      Sorry to hear your frustrations. Please note that importing from the US would also attract VAT in addition to customs duty. You may want to check the HMRC website or give them a call. Good luck…

  • Neil

    Yay, just had word Jessops are sending mine out today, should get it tomorrow. sooo excited.
    mmm I wander how long the other one I ordered incase of delays for £2099 from Play will take to come ???? Happy Days

  • David

    I pre ordered with Jessops (UK) on the 7th Feb and still no word about delivery although I did go for the 10 months interest free (£2399.99 total).
    Anyway, this last Sunday I got onto the Play website and per-ordered another just in case at £2099.99 and very late that night n fact 00:30 the next morning I got an email asking for a security check, and only saw that email yesterday. It said to ring them and you have 5 days to do it otherwise the order gets cancelled. So just phoned them, went through who I was card number etc etc and they said fine, you will get an email when its going to be delivered so I asked about the price and she said, £2099.99 !! Will wait and see, and let you all know of course.

  • Neil

    I ordered mine on i think sometime between the 4th and the 7th Feb Jessops , they have another load in next week. hopefully I will get the grip soon which is also pre ordered as a deal with the body £340 i think ? any way £45 off rrp

  • Nigel

    Regarding all the people who ordered a D800 from and are worried about and import/VAT bill from the UK goverment…I have checked with a tax consultant and he states the following :

    As play is a ChannelIsland company they do not charge VAT. Upon import of items from non-EU countries (including the Channel Islands) to the UK, the purchaser has to pay import VAT unless the item is under £18 in value.

    Where items are over £18, will prepay the import VAT which they include in their price, so the price you see, is the price you pay in total including all taxes.

    The Revenues guidance is as here

    UK Customs has special arrangements that allow some overseas traders to charge, collect and pay over to us the import VAT for goods purchased on the internet that would normally be chargeable at the time the goods are imported. These arrangements operate under Memoranda of Understanding (MoU) signed with certain overseas customs and postal authorities. The countries who have an MoU with HMRC are: Channel Islands, Hong Kong, Singapore and New Zealand. Overseas traders wanting to use this procedure must be authorised to do so by their authorities.
    Once authorised, foreign businesses are issued with a unique authorisation number, which they must show on the customs declaration or packaging. Also they will include the statement ‘Import VAT Pre-paid’.
    Where these arrangements are used you will not be charged a Royal Mail handling fee when you receive your package.
    If you are a VAT registered business and purchase goods for use in your business you should keep the outer wrapper and invoice from the supplier to support your claim to input tax.

    Taken from (3.4)…ment#P99_11007

    All that has to happen is for to honor the price quoted on the order invoice…

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