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Originally Posted by murraypaul
This.
The seller hasn't worked out that £3.32 is the exact best price point for a book, then added on VAT to get to £3.99. They have decided that £3.99 is the best price point.
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£3.99 is the price with VAT. £3.32 is the price when VAT is removed. The publisher is not losing any money when there is no VAT. The publisher does not get to keep any of the VAT.
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If people were willing to pay £3.99 for the book before, why wouldn't they be just as willing to pay £3.99 for it afterwards.
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Because the eBook should not cost £3.99 any longer because it should be priced at £3.32 because VAT has been removed by the government in order to lower the price. This is done because a lot of people are not getting their full pay due to the virus and lockdown. This was not done to line the pockets of the publishers.