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Look it up on the government website, gives an explanation. Think its meant to be a proportion of the value.
Ask NJS to 'mark down' the value. When I got mine (frame) from them, they marked it as 150 USD and I was only charged £40, others were charged for £100 without it being marked down.I get the impression evaluating the customs charge is a bit of a dark art.
This may be useful but I think you can only use it once before paying
What is the duty rate on orders form japanese retailer like njs exports?
Are smaller parts less likely be charged? Such as hubs or stems.