Will I Be Charged Sales Tax on My Oura Purchase?

Oura charges the appropriate amount of taxes in all locations we are legally obligated to do so. In this article, we outline the various types of tax that may apply to your Oura purchase, depending on your location. 

Keep in mind: if you don’t see taxes and, or fees applied to your order during checkout, they may still be applied to your purchase upon import, depending on your location. If you live outside of the United States and the European Union, you may be required to pay your country’s additional taxes upon import.

United States Sales Tax

In the United States, items purchased via ouraring.com are subject to sales tax. The amount of sales tax applied to your order is decided based on your delivery address zip code.

In the United States, items sold by Oura and shipped to the following states are not subject to sales tax:




New Hampshire


Customs Duties & Fees

When transporting goods across international borders, shipments are subject to duties and taxes as determined by customs in the destination country. Our online shop features an alert at checkout for customers that may be affected. This message is displayed while your items are in your Cart and is located beneath Subtotal in grey text.

Oura delivers according to Incoterms​ rules 2020 and as mentioned during checkout and in our Terms of Delivery—outside of the European Union and USA, we deliver as DAP; Delivered at Place. This means the final cost of your order covers carriage to the named place, except for costs related to import clearance. If this applies to your delivery location, please be prepared to pay an additional cost upon import of your items.

Replacement orders should not be charged with customs duties. However, in some countries, such as in Russia, this may happen. Keep in mind: these duties fall outside of Oura’s control. We cannot impact the outcome of these scenarios. If you’re charged with customs duties upon receiving a replacement order for an exchange or warranty, please pay the invoice and contact our team with receipt of your payment. We will kindly issue a refund.

Please keep in mind that, depending on your location, the shipment carrier can apply additional fees such as Advanced Payment, Handling Fees, or Brokerage Fees—all of which are outside of Oura’s control. We do, however, recommend that you reach out to the local carrier office to dispute the charge if you feel it’s been wrongly issued. Previous customers have had success with this type of request, however, we cannot guarantee this with any certainty.

VAT (Value-Added Tax)

Value Added Tax (VAT) is a consumption tax applied to nearly all goods and services bought and sold within the EU (as well as a few other, select countries).

Tax rates are predetermined by each country Oura is registered in, and required by law to collect VAT. These are automatically applied as a percentage during the checkout process and fully visible to customers prior to completing their purchase. Percentages can vary between 19% - 25%, depending on your location. In EU countries where Oura is not VAT-registered, we’re required to collect the Netherlands VAT rate of 21%.

Good and Services Tax (GST)

Oura is currently required by law to collect Goods and Services Tax on all sales to Australia, New Zealand, and Canada.

This means that:

All goods shipped to Australia with a total order value below 1,000 AUD (including shipping costs) will be charged 10% GST. This will be visible during the checkout process and charged upfront as part of your final order confirmation.

All goods shipped to New Zealand with a total order value below 1,000 NZD (including shipping costs) will be charged 15% GST. This will be visible during the checkout process and charged upfront as part of your final order confirmation.

United Kingdom & Brexit

As of January 1st, 2021, all orders placed to the UK (except Northern Ireland) are charged in USD and delivered under terms DAP (Delivery At Place). When delivering under DAP, instead of being charged for tax upfront during the checkout process, the customer will be issued these charges at the time of delivery. Customers located in the UK (except Northern Ireland) should be prepared to pay 20% VAT upon delivery, plus some nominal customs fees.

For reference, before 2021, we sold to the UK in EUR and under delivery terms DDP (Delivery Duties Paid). This meant that taxes were charged upfront during the checkout process, and no additional import fees were due upon delivery. Despite these changes, the total cost to customers has not changed significantly. At most, customers will be charged an additional 1 EUR (1.21 USD) in comparison to what they would’ve paid prior to Brexit.

Below is an example of the difference in charges UK customers may experience as a result of Brexit.

Oura Heritage Silver Ring: Ordered before January 1st, 2021

Ring price: €314 (includes 20% VAT).

Shipping cost: €15 (includes 20% VAT).

*Final cost was charged and paid entirely upfront.

Oura Heritage Silver Ring: Ordered after January 1st, 2021

Ring price: $299 (€246)

+ 20% VAT (charged upon import to the UK) = $359 (€296)
+ Fees to handle customs clearance = $12-24 (€10-20)

= at most, $382 (€315)

Shipping cost: $15 (€12)—no VAT applied

*Final cost is split between what’s collected at checkout and the taxes/fees charged upon import to the UK.

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