So it's not the RETAIL price in the column titled Recommend Retail Price?
HMRC wrote:Prices in retail shops
Prices advertised to the public in ordinary retail shops include VAT. No tax will be added to the price when you pay. This is a legal requirement.
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Prices in advertisements, catalogues and price lists
Products advertised in outlets, magazines, on the internet, or shown in catalogues, price lists and other literature may be aimed at the consumer, businesses, or both. If they're only meant for the general public, they'll show you a price including VAT. This is a legal requirement.
If they're aimed at both consumers and businesses, they will usually show a VAT inclusive price, but may also show a price without VAT. The VAT inclusive price must be given equal importance, but read carefully to make absolutely certain you understand what price you'll pay.
Prices aimed only at businesses are usually shown with no VAT included. VAT will be charged on top of the price shown.
It's clear this is aimed at the end user, not the reseller (you) and with the column being titled 'recommended retail price' it is misleading. The PDF should show the full price to the customer (forum users who are not businesses).
Sorry to post this, but it is a bug bear of mine that traders in the car industry constantly quote work and parts to individuals without VAT added when it is their legal responsibility to do so. It really isn't hard to show the final cost. If the price list is in a spreadsheet then it's a simple formula.
If you feel I'm wrong please explain; but this seems pretty clear cut to me.