Claim paid UK VAT from HMRC

You can claim the paid VAT from HMRC by following the instructions on HMRC website: 

https://www.gov.uk/guidance/refunds-of-uk-vat-for-non-uk-businesses-or-eu-vat-for-uk-businesses

If you are purchasing services for example for book printing by Print-On-Demand companies, you will pay 10%. Books are under reduced VAT rate in UK with 0% VAT. That means you do not have a possibility deduct paid VAT from VAT payable. 

In other words: you can claim back the paid VAT if it exceeds the VAT payable.