Butler was worried that he wouldn't be able to list his product on Amazon because he didn't have the requisite "food and drinks licensing" certificates, so he listed his drink in Amazon's refillable pump dispenser category. But Amazon's systems detected the mismatch and automatically shifted the product into the drinks section.
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Butler enlisted some confederates to place orders for his drink, and it quickly rocketed to the top of Amazon's listings for the category, which led to Amazon's recommendation engine pushing the item on people who weren't in on the gag. When these orders came in, Butler pulled the plug, but not before an Amazon rep telephoned him to pitch him turning packaging, shipping and fulfillment over to Amazon:
https://www.wired.com/story/amazon-let-its-drivers-urine-be-sold-as-an-energy-drink/
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