Am I missing something?

Having visited Lovehoney UK today a message popped up asking me if I wanted to visit LH US instead. Out of curiosity, to see if they had a different line of products, I did. Now I'm seeing that they have different prices to us, which if shipping to the UK is free like they say it is, makes it cheaper to buy from the US website.

For example -

Tracey Cox Glass dildo set - $39.99 - roughly about £25

http://www.lovehoney.com/product.cfm?p=17187

But here on the UK LH - the price is £34.99

http://www.lovehoney.co.uk/product.cfm?p=17187

Is there some hidden catch I'm missing or are we just being hard done by in the UK?

Don't forget to add 20% VAT to anything over £15 and a Royal Mail handling fee of £8...

I recently got something shipped via Amazon from the US and didn't have to pay a handling fee. Is someone able to explain to me under what circumstances this applies? I can't find anything under Google (although I might not be typing in the right things!)

http://www.royalmail.com/delivery/mail-advice/customs-information?campaignid=customs_redirect

Receiving mail from abroad - All mail that enter the United Kingdom may be examined by customs, but normally letters, postcards and packets containing only documents or similar forms of correspondence are excluded.

If you are receiving a package from overseas (unless it’s from another EU Country), please be aware that it may incur customs charges. Any package assessed by HM Revenue and customs as being liable for customs charges will also incur a Royal Mail handling fee of £8.

Any goods imported into the UK over the value of £15 are liable to import VAT. Gifts between private individuals over the value of £40 are also liable for VAT. Please note that with effect from 1 January 2013 the VAT threshold for Gifts will be lowered from £40 to £36. Goods and gifts over these values may also be liable for customs duty. You no longer have to pay customs duty for goods up to the value of £135, however you will still be required to pay import VAT and excise duty where applicable.

Please note that these limits do not apply to alcohol and tobacco goods where both excise duty and import VAT may be charged. It is not permitted to send alcohol and tobacco products into the UK from another EU country unless prior arrangements have been made to account for the excise duty.