It’s nice to see The Wall Street Journal take a page-one look at Amazon’s aggressive tax avoidance, something I’ve written about quite a bit here at The Audit. Its story establishes even more clearly that avoiding sales taxes is a core part of the company’s business and has been from the beginning.

The Journal reports that Amazon went to great lengths to avoid doing business in states in which it didn’t collect sales taxes—even when it was doing business in states in which it didn’t collect sales taxes:

For travel to California, some former employees recall being instructed by lawyers and managers to use special business cards. Rather than distributing typical “Amazon.com” cards, they used ones from “Amazon Digital Services,” a wholly owned subsidiary that sells digital content such as books and music. Representing a subsidiary, rather than core retail operations, would help prevent state authorities from going after Amazon, the people said.

“It’s a very unscrupulous practice,” said Ms. Yee of the California tax board. She said Amazon employees visiting the state on business should present themselves clearly. If they don’t, she added, “I think it’s a conscious attempt to evade California’s tax laws.”

The paper reports that Amazon used a color-coded map of the country to tell employees traveling which states were “safe,” “neutral”, and “bad”—sort of like a corporate version of the State Department’s travel warnings list.

The Journal flat out says Amazon is not telling the truth when it insists that avoiding sales taxes isn’t a key part of its business strategy. No he said-she said here:

A close examination of Amazon’s corporate practices, based on interviews with more than a dozen former employees and people who have done business with the Seattle company, as well as a review of corporate documents, indicates that the company believes its sales-tax policy is critical to its performance…

Amazon says it doesn’t win orders by nixing sales taxes. Spokeswoman Mary Osako said the company focuses on “low prices, vast selection and fast delivery,” adding that Amazon earns more than half its revenue in jurisdictions, including many overseas, where it collects sales tax or the local equivalent.

Nicely done.

This, on the other hand, is not so good:

Amazon advocates a national sales tax for online retailers, which it argues would simplify tax collection. Congress is now considering such a law, but previous attempts over recent years have failed.

“These complicated state-by-state tax rules perfectly illustrate the need for a simplified, federal solution which is the approach Amazon has supported for years,” Ms. Osako said.

First, I’m pretty sure Amazon isn’t pushing too hard for a national sales tax that would hit it. That seems like an obvious smokescreen.

Second, the Journal lets Amazon talk uncountered about how complicated it supposedly is to collect sales taxes in different states. That’s nonsense, particularly coming from a technology company with tons of programmers who could figure it out in about two hours if they were told to. Barnes & Noble, say, got it down. Amazon could too.

As Slate’s Farhad Manjoo, who’s written some good stuff on Amazon and taxes, writes about that:

Amazon is a pioneering tech company—it knows every purchase I’ve made since 1998, and it is capable of predicting with uncanny accuracy what kinds of stuff I want to purchase today. Does it really expect us to believe that it couldn’t manage a database of taxable goods?

The WSJ, in writing about Amazon’s “battles” with the states, also misses in not pointing out the company’s toughest tactic. It leaves or threatens to leave and take its jobs with it when a state tells it to collect tax. A paragraph or two on Amazon’s doings in Texas, for instance, would have captured that and fit neatly with the paper’s business-card anecdote. This is from a 2008 Dallas Morning News story, which isn’t on the Web:

According to Dallas Central Appraisal District records, Amazon.com owned the distribution center at 2700 Regent Blvd. in Irving in 2006 and 2007. The building’s tax value is listed as $14.6 million.

Outside the huge facility, triple flagpoles display Amazon’s own flag next to the Lone Star and U.S. flags.

Ryan Chittum is a former Wall Street Journal reporter, and deputy editor of The Audit, CJR's business section. If you see notable business journalism, give him a heads-up at rc2538@columbia.edu.