The marketplace editStrategy. Advertising. Growth.

The Caiman
Journal.

Clear thinking for ambitious brands.
Practical perspectives on building a stronger Amazon business.

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The reading list

Sculptural balance scale with violet and ivory weights

Amazon UK Upfront 2026: New Location Targeting and Barb CFlight Integration

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.

11 Oct 20263 min read

AI-generated editorial illustration of ceramic spheres separated into three coloured cohorts by glass partitions.

Advertising / Retail Media

Amazon DSP cohorts: isolate the sales story before scaling new-to-brand investment

A disciplined approach to cohort definitions, purchaser exclusions, NTB reporting and Amazon Marketing Cloud analysis, without mistaking segmentation for causality.

10 Oct 20264 min read

The CaimanJournal.

The reading list

Amazon UK Upfront 2026: New Location Targeting and Barb CFlight Integration

Amazon DSP cohorts: isolate the sales story before scaling new-to-brand investment

The Caiman
Journal.