stutyr,
Just because they've only found a way of avoiding 25% of their fair tax bill does not mean that we should give them 75% support! (I make the figures up, for illustration)
By paying much less than their fair share, they undercut thousands of fair-minded, tax-paying businesses on the high street and on-line. You might expect that the fair-minded businesses will lose market share, which increases their overheads, which will further improve Amazon's competitive position... so we are replacing good, fair, tax-paying, people-employing businesses with this unethical giant. The sums just don't add up.
I believe that Amazon know that one day, the consumer will wake up and force them to take a more ethical stance. That will be delayed as long as possible, when they've banked billions in profits and have become a dominant force with many competitors removed. They will then feel confident enough to hire top PR people to manage their conversion to an ethical company, and we'll all say what good-eggs they are.