Sorry to labour this point. Just ignore me if you're fed up with this topic, but I have just taken delivery of a second Kindle, and I have the paperwork in front of me.
The invoice is showing a "tax deposit" of $49, which is exactly 17½% of the purchase price, 17½% being the current UK VAT rate. There was no other payment due, either to Amazon or the delivery company.
So, although the tax isn't explicitly labelled as VAT, it's pretty clear that this is in fact the VAT charge, and that the import duty is zero.
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