Since 2015, VAT on eBooks is charged according to the buyer's country, see e.g. https://ec.europa.eu/taxation_customs/electronically-supplie... This is also reflected on my invoices from Amazon.
VAT law is harmonized across the EU, which country's rate is applicable is based on a rather complex (and ever changing) set of rules, but nowadays it's mostly the buyer's country.
Uber also sold UK journeys to UK customers but put the fare calculation taximeter in a server in another country to avoid the 20% VAT. I believe they actually won that case as in the EU, VAT is calculated by the seller using their country's laws regardless of the buyer's country's VAT rates and laws.