Today, in this video we will discuss Maximizing Efficiency When at Rank-1 with Joe Shelerud | Victor Dwyer. so if you're at the top spot like you you're converting a lot better than your competitors. the other thing you have going for you is since you're converting a lot better amazon's going to determine that your ads are more relevant.  so they actually allow you to pay less than your competitors to own that top spot plus you convert better  so it's like this double benefit that you get from the conversion rates overall more clicks lead to the sale.