Thanks, I've got it working now. Removing the asin identifier and replacing it with mobi-asin means the Amazon.com link doesn't show; and I've created a rule to convert the mobi-asin identifier to an Amazon UK link. I thought I'd read somewhere that mobi-asin doesn't work with Kindles, but it works fine after fixing with the Quality Check plug-in.
FWIW, the "Create rules to convert identifiers to links" doesn't seem to override the default links, it just creates new ones that appear alongside them.
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