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I was thinking that in big companies actually changing the price is done by minions. Some higher executives decide pricing. Perhaps there are committees.
The higher ups might not even realise that the price they set to Amazon isn't tax exclusive (like all wholesale prices everywhere) but logically tax inclusive. There wouldn't be a mad rush to reduce prices!
The real elephant in the room is not lack of passing on reductions due to VAT changing, but why do the "suppliers" to Amazon KDP, Apple store (apps, tunes, books), Google Playstore, etc all get a percentage of RETAIL price and set the RETAIL price?
They should only be setting a "wholesale" price (and getting 100% of that) and Microsoft, Amazon, Apple, Google etc should be deciding the retail price. The system is broken and technically illegal in many countries as in regular shops the suppliers can not set the retail price, only suggest it, they charge a wholesale price to the retailer.
The Amazon Marketplace, Etsy and ebay are separate, as they are listing services and you are dealing in reality directly with a supplier. Amazon, Etsy and ebay are in those cases like department store sub-leasing floor space.
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