The only possible criticism of the UK govt is that they made this bed for themselves by aggressively narrowing the tax base.
Do you think your software product, if made in USA, would be bought in France or Germany or Italy or anywhere but North America if you did not have someone who worked in that timezone and spoke that language and knew that culture?
Would those people who did that role be considered an important part of your company, considering you would not have anywhere near the same number of sales from those regions if they did not exist?
To pre-rempt the "I'd outsource it" response. When 7+ figures of revenue(& profit) are at stake, I can assure you that you would change your mind. Or if you would not, the new guy the board hires to replace you would.
Economically it does not make sense, if we are looking for a global optimum (literally); this is the standard free-trade argument.
It may make sense if there's no global trust; you don't want to depend on products of a potential unfriendly party, or let them have a large foothold in your economy, just, well, in case.
But here I (also) see the desire to milk a cow that can be milked.
Education and healthcare are provided locally "for free", assumed to be covered by taxes. It doesn't work if everything you ever pay or buy is magically transferred abroad and skip tax collection.
Of course, these are basic services provided in most of Europe. It may be seen differently in a different location that doesn't provide these.
This is an attempt at redress.
Which is worse luck if you're a business with real unit costs and thin margins like Amazon than if you're selling near zero marginal cost ads or software, but it'd be a lot easier to sympathise with Amazon if they'd paid a bit more than £1.7m in tax in the last year.
Nobody expects the outcome of this to be a local equivalent developing, but they do expect companies to avoid less tax.
That said, this doesn't level the playing field, it tips it towards local companies. The tax on business revenues should apply to domestic companies as well, and it should apply to businesses of all sizes. If it has to be netted against taxes on earnings ("tax is the larger of...") to make it not punish local businesses then they should do that.
Anything else harms the consumer by distorting the market.
If that doesn't make sense, an example could help when you want to buy a hypothetical WidgetBox.
Amazon WidgetBox: $100.00
Local WidgetBox: $102.00
After the added tax on Amazon, now you have no choice but to pay $102.00 for something you could previously pay $100.00 for. In business speak, it's call "screwing you" - in the article it's dressed up as "helping local businesses (screw you)".
It's far more complicated than you make it seem.
I don't see why ever-decreasing prices seems to be your metric for good here.
I voluntarily pay more for certain things because it is a more ethical choice in those cases.
I have a home grown, UK based digital business. This is going to affect me negatively more than the continued existence of the FAANG companies.