Maybe it's not about "creating something like Amazon" but rather helping people. There's more to "positive creations" than companies, in fact, if you asked a random person to rank "making Amazon" or "donating to charity" in terms of positivity, 9/10 would choose charity..
Creating Amazon is helping people, billions of people. If you don't understand this, this discussion is pointless. Let's just forget about it.
I do understand that. You asked what more could he do. It is factually true that donating would be an additional positive impact that he would have on the world. If you don't understand that, this discussion is pointless