Amazon president and CEO Jeff Bezos is the richest man in the world.

He also recently earned the reputation for being a penny-pincher after donating AU $1 million for relief efforts for the bushfires in Australia.

That is roughly $690,000 in U.S. currency.

He announced Amazon's philanthropy on Instagram:

"Our hearts go out to all Australians as they cope with these devastating bushfires."

"Amazon is donating 1 million AU dollars in needed provisions and services. Find more about it and learn how customers can help as well."

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While $690,000 USD is by no means a paltry sum, it is hardly a drop in the bucket for Bezos, who has a current net worth of $116.7 billion USD.

Celebrities including actor Chris Hemsworth and rock legend Elton John have also pledged $1 million, respectively.

But their wealth does not equate to the monumental fortune of the Amazon founder.

Twitter users called out Bezos for not donating enough.

Here is the startling value of his donation as it pertains to his wealth.

People were quick to point out that a social media sex worker raised over $700K by selling nude photos of herself for the same cause.

She continues raising more money for relief efforts.

It is never too late for this missed opportunity.

You can do your part by donating to the Australian Red Cross, who are supporting thousands of those in evacuation centers.

You can send money by going to redcross.org.au.

According to Sydney University ecologist Chris Dickman, 500 million animals – including birds and reptiles – have died in the New South Wales bushfires.

You can donate to WIRES – The New South Wales-based Wildlife Information, Rescue and Education Service Inc. – Australia's largest wildlife rescue organization – to help raise money towards rehabilitating the animals rescued from the fires.

Find out more at wires.org.au.