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However, I concluded I should buy it here. Here is my thinking. The £ 719 base price includes VAT at 20%, meaning £ 143. Hence the ex-VAT price is £ 576. The ex-VAT price, converted to US $ at today's exchange rate of £ 1 =$ 1.275 means the UK based dollar price is $ 734. Actually the Pixel XL 32 GB phone in the US is listed at $ 769, but in most US States there is sales tax. And you also have to declare the purchase in arriving back to the UK!