If you're a UK VAT registered business, claiming the VAT back on an Amazon purchase might swing it. Jolla don't unfortunately let EU businesses remove the VAT at source and claiming it back intra EU is a pain.

Still, I'd rather my money went to Jolla directly than Amazon and I don't even mind I paid Finnish VAT on mine. The Finnish government are more likely to do something useful with it than the public schoolboy, right wing twonks that pass for the British government