huh? Import games I have bought have been labelled as import. Also shouldn't the seller be Amazon instead of Atlus? Or is Atlus really going to sell an exported game without mentioning it? That just seems off.
For the ESRB rating. I didn't even see it :/
The seller
is Amazon, the publisher is listed as Atlus.
I'm assuming for the most part they're showing up in some sort of database oddness. They always share the ASIN info with the listings on the Amazon US store but some of them have funky info (At one point the Norn9 listing said it was a lithuanian book, rather than a vita game. Yeah, I still tried ordering it).
You also have a 90%+ chance of the order getting cancelled if you try. All the ones I've tried for have been cancelled on me: Code Realize and Norn9 got cancelled about a week after release. DT2, EDF and Trails of Cold Steel got cancelled a few weeks before they were due to release. Presumably at around the point someone realises they're the wrong versions of the game (CR was 'we don't know if or when we'll get this in stock, sorry'. Norn9 was 'this item has been discontinued', the others were 'our supplier has informed us that this item is no longer available).
The only US vita games I've actually seen UK amazon get and distribute themselves are the two Xblaze games (although they only have the second at the moment, the first is all zshops now) and Superbeat Xonic. I don't know why those are the exceptions, mind you.
(Actually they're also selling Conception II and Mind Zero themselves. They didn't have either on release though).