Multi‑variation product – ad clicks go to SKU B but sales happen on C, D, E. How does Amazon rank B? How many orders to get to page 1?

Comment 3 – from a seller who likes to run the numbers

If you want a rough estimate, here's how I'd think about it.

Assume a 20% weight for indirect orders (middle of the range). With 2 direct orders and 8 indirect, M's effective daily orders ≈ 2 + (8 × 0.2) = 3.6 orders/day. The tool says you need about 10 effective orders per day. So you're at roughly 36% of the required weight.

To get M to page 1, you need to increase direct orders significantly – aim for 6‑8 direct orders a day for 1‑2 weeks. Combine that with the ad isolation and listing tweaks above. You can also try off‑site promos (like social media discount codes) sending traffic directly to M's URL – that boosts organic weight without messing with ad attribution.

Track your keyword rank daily. If M's organic position starts moving up, you're on the right track. If not, check whether another variation (maybe a different letter) has already taken that organic spot – you might need to accept that and pivot to that variation as your main target.

Comment 2 – from a seller who's optimized multi‑variation ads

Here's what I'd do to get M to page 1:

• Isolate M. Create a separate exact match campaign just for M. Don't mix it with other variations in the same ad group. Increase bids so M gets enough impressions and clicks.
• Make M stand out. On M's detail page, highlight why M is special (e.g., "most popular letter", great for gifts). Use a small coupon or Prime discount to push people toward choosing M over other letters.
• Use product targeting ads to put M on competitors' pages, but keep the focus on driving direct sales for M.
• Temporarily reduce exposure for other variations on that same keyword – lower bids on campaigns that target C, D, E, so traffic doesn't get stolen away.

This won't fix everything overnight, but it'll shift more weight to M.

I've dealt with this before. A couple of things to keep in mind:

• For any given keyword, only one child ASIN from a parent will show organic rank. Which one shows up is usually the variation that sells the most for that keyword. If M isn't the top seller, another letter might naturally take that spot.
• Amazon doesn't publish a fixed "weight coefficient" for indirect conversions (click on M but buy C). From what I've seen across different accounts, a reasonable guess is 10‑30% – meaning an order on C gives M about 10‑30% of the weight of a direct order on M. Most of the weight goes to the ASIN that actually gets bought (C), because Amazon rewards the product that closes the sale.

So yeah, M is getting some credit, but not nearly as much as a direct sale.