If I write a review about two books I have written, and link these to Amazon is that seen as promoting another business?
Also if there is a particular site where you can buy your books from etc link to that from your profile where you have the name of the books.
And most of all there's nothing wrong with promoting a business as long as you write a hub related to the business.
I don't see anything wrong with promoting a busines in HP.
Most hubbers promote various Amazon products on their hubs. It's no different for you just because they happen to be your books. Go for it. Be sure to use an Amazon capsule for the products.
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