Caiman Resources
Explore the marketplace iceberg, from the visible basics to the economics underneath. Contribution margin runs through every layer.
Select a section of the iceberg or use the topic buttons.
01 / The visible tip
Before buying more traffic, make the offer clear and the economics workable.
Marketplace foundations / Reference
Decode Amazon’s abbreviations, from ASIN and FBA to ACoS, NTB and DSP, in an interactive periodic table.
Explore the Amazon glossaryStart with a clear offer, dependable availability and an honest margin baseline.
Source-backed guides with definitions, practical examples and leadership implications.
The blog
Practical perspectives for a stronger marketplace business.
More traffic is not always the answer. For smaller brands, the next growth opportunity often starts with what shoppers see when they arrive.
Walmart has introduced Brand Highlights, a new self-service tool allowing eligible brand owners to add rich media and text to product detail pages. We analyse the business impact and provide a framework for testing this new feature.
Amazon Ads has unveiled location-based targeting tools and Prime Video integration with Barb CFlight. We break down the implications for your UK ad strategy.
Stand out in a saturated marketplace by connecting distinctive packaging, truthful photography and disciplined creative testing to the right business outcomes.
A disciplined approach to cohort definitions, purchaser exclusions, NTB reporting and Amazon Marketing Cloud analysis, without mistaking segmentation for causality.
Build a precise product information system that supports discovery, comparison and conversion without confusing keyword coverage with a guaranteed ranking advantage.
How to connect PDP keywords, product facts, question-led A+ Content and precise creative coverage for conversational shopping, without inventing AI ranking rules.
Brand negatives can clarify prospecting spend, but they do not guarantee new customers or eliminate cannibalisation. Build the strategy around additional contribution.
Combine fast AI-assisted exploration, real product photography and authentic customer evidence with a selective, policy-aware approach to awards and brand credibility.
For an early-stage brand, focus is a commercial advantage. Build a few strong product foundations before adding more complexity.
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