Caiman Resources

Marketplace Iceberg.

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

Marketplace foundations

Before buying more traffic, make the offer clear and the economics workable.

Listings & conversion ↗Pricing & contribution ↗Stock & fulfilment ↗

Marketplace foundations / Reference

Glossary

Decode Amazon’s abbreviations, from ASIN and FBA to ACoS, NTB and DSP, in an interactive periodic table.

Explore the Amazon glossary

01Explain the product, its use and its value with accurate copy and images.
02Know contribution before advertising: net sales less product and variable selling costs, with consistent VAT treatment.
03Check availability, delivery and the featured offer before increasing demand.

Start with a clear offer, dependable availability and an honest margin baseline.

Read the full guide

Source-backed guides with definitions, practical examples and leadership implications.

The blog

The Caiman Journal.

Practical perspectives for a stronger marketplace business.

Latest thinking

AI-generated conceptual illustration of an unbranded product viewed through a sculptural glass lens.

Amazon Growth / Listing Optimisation

Rufus and Alexa for Shopping: optimise the answers, not an imagined algorithm

How to connect PDP keywords, product facts, question-led A+ Content and precise creative coverage for conversational shopping, without inventing AI ranking rules.

10 Oct 20264 min read

AI-generated editorial still life of an ivory carton and aligned glass sheets representing clear product information.

Amazon Growth / Listing Optimisation

Organic Amazon growth starts with product understanding, not keyword volume

Build a precise product information system that supports discovery, comparison and conversion without confusing keyword coverage with a guaranteed ranking advantage.

10 Oct 20264 min read

Three carefully arranged ivory product packages against a violet studio panel

Brand Strategy / Catalogue Strategy

A smaller catalogue can be a stronger Amazon business.

For an early-stage brand, focus is a commercial advantage. Build a few strong product foundations before adding more complexity.

9 Oct 20264 min read

Ivory product cartons and a violet sphere in a sculptural studio arrangement

Amazon Growth / Listing Optimisation

Before you spend more on Amazon ads, fix the shelf.

More traffic is not always the answer. For smaller brands, the next growth opportunity often starts with what shoppers see when they arrive.

9 Oct 20264 min read