Publishing Platforms

I have three questions for everyone out there who has self-published a book or books.

If you used a platform other than Amazon, which one did you use, why did you use it, and how do you promote and sell?

I have published two books, both on Amazon, and I used that platform as it seemed the easiest and is obviously popular and sees lots of traffic. Yet I would now rather not use it. I actually avoid buying anything on Amazon if I can, feeling there is so much about it (and its founder) that I do not like. But equally I would not like to be a hypocrite, so I need to find another platform which will work for me.

Irrelevant-ish photo – making paper by hand in Kalimpong, India

What is the answer, good people of WordPress?