The iPhone in the UK

The iPhone isn't available in the United Kingdom and probably will not arrive there till the latter half of 2007, but Amazon.co.uk has already started displaying the 8GB iPhone. But it's not for sale though.
I wonder how legal this is, considering how the iPhone will be available for sale in the US only at Apple and select AT&T stores. Would Amazon even be allowed to sell the iPhone in the UK ?
Amazon also displays a paperback - 'The iPhone book" by Scott Kelby (also not for sale). I wonder what the book is about.... ?