RW - you have assumed that the wok was supplied by a small company. It may not have been, most of the stuff I buy from Amazon is supplied by Amazon.
It's also not true to say they only look after number one. They are a business that I buy from regularly because the provide very good customer service. If there's something wrong with the item, or you just decide you don't want it after all, you can just send it back.
They keep you informed about shipping, and will break down orders to ship them as fast as possible, with no extra postage costs.
I ordered a book twice (doh!), and they didn't charge me to return the second one.
That they pay bugger all tax is because the system allows them to. Who would CHOOSE to pay tax where none is due?
They employ staff in Britain who pay tax and NI, and customers pay VAT on most of the products Amazon sell.
Maybe the rules need changing, rather than blaming companies who operate efficiently?