Out of curiosity, what is the low traffic day? Does your friend have a blog or anything?
Take all of this with a grain of salt, we talked about it over drinks so my memory is hazy. I just checked his site and he doesn't mention the service. I think it was a word of mouth thing (maybe because of Amazon ToS?).
Looks like # of sales/hr on that first day is one of the biggest factor (plus Kindle purchases vs paper): https://scribemedia.com/how-to-become-amazon-bestseller/
^not my friend I just got curious