Photo giant B&H knowingly cheated New York state out of at least $7 million in sales tax over the course of 13 years, a new lawsuit filed Thursday by state Attorney General Letitia James charges.

B&H, the nation’s biggest non-chain photo and video equipment retailer, is accused of failing to pay tax on reimbursements it received from manufacturers as part of “instant rebate” discounts the company passed along to customers.

The suit, filed in Manhattan Supreme Court, also accuses the well-known, family-run company of talking about skirting the law in internal conversations and to outside vendors and a competitor.

“B&H likewise chose profits over principles when it decided not to pay the tax in order to avoid incurring ‘hundreds of man-hours’ of customer service that it thought would be necessary to explain the tax to its customers,” the complaint says. “While B&H could have complied with New York sales tax law at any time, by paying out of its own pocket the New York state and local sales tax owed on the amount of a manufacturer’s instant rebate, B&H refused to cut into its profits to do what the law required.”

According to the AG, B&H was responsible for paying sales tax on the “entire receipt” of the products it was selling at an instant discount.

“Instead, it falsely understated taxable sales by declaring amounts that excluded manufacturers’ reimbursements for instant savings,” the suit says.

The company also allegedly understated its taxable sales on all quarterly returns filed from June 2006 through the first three quarters of 2019.

While B&H is accused of failing to pay at least $7 million in sales tax, James’ office is seeking tens of millions of dollars in damages, interest and penalties.

The brand — which does business with companies like Sony, Panasonic and Canon and has a retail store on Ninth Avenue near Penn Station in Manhattan — raked in $3 billion last year and received at least $67 million in instant rebate reimbursements between 2006 and 2017, according to the AG’s Office.

B&H spokesman Jeff Gerstel slammed the AG’s office as “flat wrong” and “trying to create a tax on discounts in order to make New Yorkers pay more.”

“B&H is not a big box store or a faceless chain; we are a New York institution, having operated here for nearly 50 years with a stellar reputation. The tax department has done countless audits and never once – not a single time – mentioned this widespread industry practice,” Gerstel’s statement said.

“The Attorney General wants to charge New Yorkers a tax on money they never spent. It’s wrong and we won’t be bullied.”

The Hasidic-owned photo firm has landed in legal hot water before.

Last year, it was accused of discriminating against Mexican workers by only giving Jewish employees a $2,000 “baby bonus.”

Minority workers also claimed they were treated unfairly at B&H’s Brooklyn Navy Yard warehouse, where Hispanic employees were forced to use a separate bathroom, according to a US Labor Department lawsuit filed in 2016.