yeah, sorry dude, you cant just change the plug, if you had bought it from the uk, they also use 240volts, so you can just change the plug over. If the appliance is designed to use 110v, there is no conversion other than getting a 240>110 transformer, which will be way more $ than the starter is worth.

probably your best bet is to try and resell it to an american to get some of your money back.

If you buy anything from O/S, your BEST bet it to make sure it runs on 12v DC.