Need For Speed: Rivals, PC – £11.01
Need For Speed: Rivals, PC – £11.01
To purchase digital games from Amazon US, use your UK Amazon account, and add a US billing address to your account. This address needs to be a valid US address, but nothing will be sent there, and you can access all your games through their website. Some card issuers may charge a fee.
Registers on Origin.

Sadly back up to $49.99 for me 🙁
Ah, you simply linked the wrong page. The game is listed twice, once for $49.99, the other for $18.18. Here’s the correct page:
http://www.amazon.com/Need-Speed-Rivals-Instant-Access/dp/B00GMPDCIO/ref=br_lf_m_1000728511_1_19_ttl?ie=UTF8&s=videogames&pf_rd_p=1712830782&pf_rd_s=center-8&pf_rd_t=1401&pf_rd_i=1000728511&pf_rd_m=ATVPDKIKX0DER&pf_rd_r=1MPQ2YT7T3RP5NW5QFFS
The link/price I posted was correct at time of publication.