What because like most companies they choose to pay less tax? You do realise mostnof the other firms in the market do that. Rakuten who own Kobo also own Play.com who reveled in using Jerseys tax situation and when the loophole was fixed pulled out as a retailer.
So you're saying that companies like Waterstones and W H Smith pay the same low levels of tax as Amazon? I'd be surprised if that were true though I don't actually know.