Bill Tindall, E.Tn.
You have variable grain orientation going from center to edge, so anything flooded on to the surface is going to absorb this liquid differently across the surface resulting in varying color depending on how much is absorbed. This result might look good, or not. Unless sanded to where the end grain orientation is burnished(dull 180 grit), that end grain will absorb stain exceptionally dark compared to the flat grain of the bottom.
Household ammonia will color what can be colored. Takes longer and needs to be renewed as the ammonia volatilizes from the liquid. However, it works better on white oak and it looks like your wood is red oak.
It is unclear what you want to do. The way to color would be to spray with a dye stain. But that will trade a uniform redish oak to a uniform some other color. Unclear how that result would look "more interesting".