Everything else is attempts to extrapolate from that.
Many things that are punished if an animal does to a human, are accepted by the billions if humans do to animals.
Many times an adult has a responsibilty a child does not.
The Amazon example is one of the latter kind.
Besides morality there are legal systems. As you get more and more kinds of things, it is expedient to represent corporations as legal entities, but often they are held to a higher standard than just random people. Since a corporation can employ many people and machines, to prepare every sale, they are held to a higher standard for transactions, taxes, reporting, quality of product delivered, and so on. They also have deeper pockets and can take the hit.
I don't see any reason why it should be ok for people to knowingly rip Amazon off. There are worse things (by far) that someone can do, but there's no real justification for doing it.