A formula (attributed to John Durket) for estimating the monthly revenue ceiling of ranking #1 for a given keyword, used to judge whether a ranking push is worth the ad or influencer spend:
monthly sales potential = search volume × conversion rate × conversion share × average selling price (ASP)
Inputs come from Amazon's own reporting: keyword monthly search volume and the #1 ASIN's click/conversion share from the Amazon Search Term Report and Amazon Search Query Performance (SQP) Report, plus category conversion-rate and opportunity sizing from the Amazon Product Opportunity Explorer. Worked example cited: a gift-wrap-paper keyword nets roughly $8,500/month at the #1 spot.
Pairs with the observation that the #1 organic slot captures a disproportionate share of clicks and sales relative to #2/#3 (a SmartScout analysis of ~2M January-2026 search terms found ~25%/19% clicks/sales at #1 vs. ~8%/5% at #3) — reinforcing that the lever worth testing is clicks won, not rank position itself, echoing Main-Image CTR as the Highest-Leverage Controllable Growth Lever.