I'm all for giving Amazon flack where it's deserved. This tax witch-hunt isn't one of those cases. 2016 pre-tax income: $3.89 billion 2016 income tax: $1.43 billion 2016 income tax rate: 36.7% That's one of the highest rates on earth. 2015: $1.57b pre-tax income. $950m income taxes. That's a 60% rate. They don't generate much taxable income. What exactly are they supposed to be paying substantial taxes on other than…
What you're missing is that the UK has been going through years of austerity. The UK public know some large companies have weird dodgy tax arrangements, and while there's some acceptance that no-one pays the real tax rate there's growing unrest about the very low rates paid by eg Starbucks or Google or Amazon.
These companies can chose to pay a bit more tax, or face tighter regulation.
The current EU VAT laws are proof the EU is happy to make onerous laws about tax