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SRIXON case study – 360° account management on Amazon Vendor Central

How Sellingz supports this leading golf ball brand to a successful Amazon business

Context

Srixon is one of the leading golf ball brands in Europe, holding a double-digit market share in several countries (e.g. around 20% in the UK historically). Since December 2020, Sellingz has managed the Srixon account on amazon vendor central in the UK, Germany, France, Spain, and Italy. The strategy is deliberately simple: sell golf balls to drive brand discovery while protecting distribution for the other product categories.

Initial challenges

Amazon activity was built on a fragmented catalogue (duplicated ASINs, improperly linked variations years/colours)
No advertising nor brand store
Strong pricematching pressure tied to the market
Vendor ops issues like unsuitable MOQs, irregular PO acceptance, shortages & chargebacks, complex finance & logistics constraints (warehouse change & brexit).
Sales and marketing teams lacked a shared framework for reading and managing the business.

Our approach

Assortment & pricing

We structured amazon as a gateway for golf balls:

segmentation by generation / colour / pack size
RRP rules
bundles to reduce pricematch exposure and protect the offline/retail network.

Catalog & content

complete rebuild of product pages (seo-friendly titles, media, a+)
relinking variations
systematic duplicate cleanup
attribute standardisation.

Store & visibility

creation/refurbishment of the brand store featuring a series-based navigation path and a “find the golf ball for you” guide.
launch of sponsored products / brands / brands video campaigns (multi-country x-games approach) with activation tactics such as vine and cross-sponsoring.

Vendor ops & governance

PO acceptance plan (root cause analysis, shipping routines, MOQ adjustments),
industrialized dispute process (shortages/chargebacks)
unified dashboards
cross-functional enablement: reading finance statements, logistics support (post-brexit/warehouse transition)
shared sales & marketing routines.

Results

Premium presence restored: consolidated “golf ball” pages and an educational store; improved product line consistency and imagery.
Visibility & sales: operational ad structure across 5 countries; advertising contribution managed based on margin and seasonality.
Pricing & network protection: fewer pricematch situations thanks to assortment architecture and rrp compliance.
Operations & finance: improved po acceptance rate and industrialised dispute management (shortage/chargeback cases tracked monthly; 39 cases handled in 2024–2025 with ~90% success rate).
Governance: shared routines (catalogue, ads, supply, finance) and decision-making anchored in dashboards.