Ever since amazon.co.uk has been selling Kindles they have not shipped to swedish addresses.
Quote:
Important Message
Kindle, 6" E Ink Display, Wi-Fi, Black cannot be shipped to the selected address. To shop for a Kindle device available to ship to you, please visit the product page on Amazon.com (intl.)
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You can order from amazon.com. It's "easy" but you will pay tax and custom and the shipping cost is not cheap.
To order from a swedish site/company is much "easier". Especially in case of dealing with sending it back, service, etc.
Me, I flew to London and bought my latest ereader (not available in Sweden) in a shop while enjoying a weekend.