Edit: holy moly it is! https://metro.co.uk/2018/10/12/ed-sheeran-may-be-the-worlds-...
You aren't buying from a UK company when you visit Amazon.co.uk, rather Amazon EU S.a.r.L (based in Luxembourg). This would take back 2% that is coming out of the pockets of UK consumers and being taxed (at a much lower rate) in Luxembourg.
The Amazon UK tax liability is barely anything. They put a handful of professional services through their books here, and most of that is wiped out by warehousing costs. As somebody else pointed out, Ed Sheeran pays more tax in the UK. It's madness.
Most multinationals do stuff like this... Because why wouldn't you? Some have argued it's their fiduciary duty to their shareholders to optimise their tax liabilities like this... But that doesn't mean we have to put up with it.
And then you have ethically dubious practices like Starbucks getting a super sweetheart deal in the Netherlands, and then "charging" the UK arm a "licensing fee" for the brand name. Despite being the same bloody company, just to exfiltrate the tax from where it should have been paid, to where they will have to pay less.
Legal? Yes. Ethical? No. Should it be stamped out? Yes. Will that require all countries to act? Sadly, yes.
UK Amazon executives pay more taxes than Ed Sheeran.
Here's one for Ed paying more than Amazon
https://www.fastcompany.com/90251523/ed-sheeran-paid-more-uk...
Celebs are not people. They are businesses.
The people who really get shafted on taxes are the like of professional athletes. The services they render their employers occur at very fixed times. They don't get to spread their income over decades as entertainers do.