If you are a firm or a business man with a VAT No. resident in an European Union country (Italy excluded), you may register as a firm and insert your European VAT No. This way, the VAT free prices will be shown to you and you can purchase VAT free; a regular commercial invoice will be sent to you for intraCommunity purchases and for the “reverse-charge” VAT mechanism.
To do that, click on My account -> My addresses -> Update your address. Insert the firm name and the VAT No. Save the changes.