Amazon holds business details including VAT number. Physical goods are sold by Amazon EU UK branch with UK VAT number so treat like any other UK supplier.
Digital services like Kindle e-books are sold by Amazon EU Sarl, Luxembourg. VAT is charged at 20% to both consumers and it seems to businesses. So my questions:
a) is it possible to set up a business in Amazon so VAT is not charged on these sales? (From what I can tell the answer is "no")
b) If not how to reclaim VAT charged?