ATo IP

I think you don't have FE to bet flop and the borad hits villain.
On river You split vs AT and you lose to AK,AQ, AJ, A9.
Why do we bet river?

OTR I bet for value from Jx. How do you suggest I should have played it? C/F Flop?

What about after the turn bet? Just c/f River? I think the Turn bet was a clear value bet.

What Jx, apart from AJ and J9, will call 3 streets on paired board with flush possible?

I like the flop bet, we could make some PP to fold. On the turn we still can get value from hand like QT. Maybe KJ would call turn bet. I like the sizings also. But river I'm checking back. All those hands from turn are not calling a river bet. If we bet he would continue only with hands that beat us and eventually would turn into bluff some hands that we beat.

Bluffing river is not that often on nl10. No value in betting river.

I agree with betting the flop (we can fold out some better hands + we still have equity in case he calls) and turn, but I think the best play on the river is checking back because, like guys said, there is no worse hand calling.

As played, his river check/raise is really strange, indeed, because I don't see him raising Ax and I expect him to lead better hands (AJ and better), so I think we could find legitimate reasons to call, tbh.

Calling is a bit extreme. 9x are a ton in his range.