Then try building FBInk's utils target (from master, the latest release won't be safe on Kindle), and setting the fb rotation via fbdepth (and/or directly via /sys/class/graphics/fb0/rotate).
There's a vague chance it might not actually work, because the K4 uses a weird einkfb shim on top of actually mxcfb hardware

.
EDIT: It certainly doesn't on a pure einkfb device (a K3).