I've sold many items internationally as an Amazon seller and usually declare the value as the price the item sold for, although sometimes if someone bought an expensive OOP item, I've declared the regular selling price as the value (i.e., the retail price I paid for the item when I bought it, not the high OOP price). That seems fair to me, and I can live with being technically in violation of the WTO:
If I were running a company I a company like SAE I think I'd try to run everything on the level down to the letter of the law. And if I were shipping a fairly large order overseas I think I'd want to insure the package, and so I would have to say what the actual value was, wouldn't I?The WTO Valuation Agreement is formally known as the Agreement on Implementation of Article VII of the General Agreement on Tariffs and Trade (GATT) 1994. It replaced the GATT Valuation Code as a result of the Uruguay Round multilateral trade negotiations which created the WTO in 1994.
The Agreement provides a Customs valuation system that primarily bases the Customs value on the transaction value of the imported goods, which is the price actually paid or payable for the goods when sold for export to the country of importation, with certain adjustments.