He does not need to sell his anti-Amazon book on Amazon, it is laughably hypocritical and goes against his entire message in his Twitter announcement:
> it's an action-oriented look at how tech and entertainment monopolies steal creators' incomes, with detailed, shovel-ready plans to unrig creative labor markets and pay artists
That's not hypocritical. A hypothetical example of him being hypocritical would be if he owned an comparable business to Amazon and enacted the same practices he complained about Amazon doing.
Fur doesn't have a near-monopoly on "raising funds for charity".
Like it or not, Amazon is the place most people in the US, and much of the West, go to when they're looking for books.
It's much more like paying for a newspaper ad in the early 1900s to promote your anti-newspaper radio station.