While I agree all should pay their taxes, it would appear Amazon and Google and many more are not doing anything wrong.  All they are doing is using legal tax avoidance schemes.
Lets be realistic, how many of us always pays all our taxes, have not most of us got at least 1 ISA.  This is another tax avoidance scheme for the masses , created by a previous government.  Should virtually everyone in the country be brought to task for having an ISA.
You can not have 1 tax avoidance scheme acceptable, while others are not.
The solution is for the Government to change the system so that all tax avoidance schemes are made illegal.