I think it applied only to Prime and to mp3's, at least after 2008 or so. This was also the reason why Skype, eBay and others had their European HQ in Luxembour

I think it applied only to Prime and to mp3's, at least after 2008 or so. This was also the reason why Skype, eBay and others had their European HQ in Luxembourg. OTOH books had reduced VAT in most countries.