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40% price increase from book page to purchase page

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I went onto the kobo uk website today with the intention of buying the Sue Townsend "Adrian Mole" series of books, if they were a reasonable price.

I was happy to see them for sale at £2.99 each, however when I clicked the buy now option, luckily I saw that the price was now showing as £4.99 each.

I have tried contacting Kobo Customer Care by phone, however I spent a frustrating 10mins trying to explain to a customer care agent, who was clearly based in a foreign country and did not have a good grasp of english my problem.

The answer I got from her was basically "The increase will be due to taxes levied in your country". I know this to be rubbish as in the UK the tax is included in the price of the book (if indeed books are taxed).

I am sure that legally in the uk an item can not be displayed at one price and then you be charged a different price when you go to purchase it.

Can anyone give any advice on this, or is this another example of Kobo's exceptionally helpfull customer service.

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