I feel that rich companies, like rich individuals, essentially get to choose how much tax they feel like paying, and I hope some of them are shamed into abandoning their avoidance schemes, but really I want a change to the law to level the playing field. It isn't fair to smaller businesses that can't afford to operate a tax haven HQ, or whatever the latest wheeze is. It's anti-competitive.
No representation without taxation.
That said, the reason I use amazon is because they are the best at what they do. I find it very difficult to abandon that, and I guess I'm not willing to do so. As a non-coffee-drinker, I found it a lot easier to boycott Starbucks.