Product Data Guidelines
Sellers who want to generate the highest possible sales should optimise their product data with Kaufland Global Marketplace. Our guidelines will help you with this: In this guide, you will learn everything you need to know about mandatory information, accurate product descriptions and appealing product images.
Why is complete and accurate product data important for our customers?
- It helps customers find the correct information quickly. This builds trust in the seller and increases customer satisfaction.
- This enables the customer to make a quick and informed purchasing decision.
- It reduces the number of returns and complaints.
- This increases sales.
Complete and accurate product data helps to perfect the customer’s shopping experience. For you as a seller, this means higher sales above all, but also a closer bond of trust with your customers. Gross disregard of the product data guidelines may result in your sales activities on Kaufland Global Marketplace being restricted.
When listing your products, you should generally ensure that your product data complies with the five Cs:
- Complete: Complete product data with all necessary attributes
- Correct: No inaccurate or false information
- Clear: Unambiguous wording and product images
- Consistent: Consistent information (e.g. between product title and description)
- Concise: Clear and succinct information
The most important product data elements at Kaufland.de
1. Product title
The product title provides customers with the most important information at a glance. The main features of the products are listed concisely and succinctly.
When creating, please pay attention to the following criteria:
Recommended title length
We recommend a title length of 50 to 80 characters. Longer titles may be automatically shortened or partially hidden at certain places.
Examples of good product titles:
“Sharp R-982STWE combination microwave with infrared grill”
- Brand and product name clearly visible
- Core functionality clearly recognisable
- Correct language without spelling mistakes
“Bestway ‘Pavilion’ plunge pool, 140 x 140 x 114 cm”
- Brand clearly visible
- Product name slightly highlighted in quotation marks
- Provision of important size attributes
Examples of poor product titles:
“✓ BESTSELLER!!! Kitchen trolley Microwave holder Kitchen cabinet with 2 shelves Kitchen cabinet 122x60x33cm white Tall cabinet Bathroom furniture”
- Keyword spam / Synonyms in the title
- Advertising title (“bestseller”)
- Special characters in the title (“☑”)
- Misleading keywords (“kitchen trolley”, “bathroom furniture”)
- Repetitions
“Blackhead facial remover nose stick nose mask acne cleansing film 1PC GHH201217005”
- Poor automatic translation
- Long, incomprehensible product numbers
- Meaningless string of keywords
2. Product images
Professional product photos are among the most important product data in online selling, as customers cannot examine the goods in person before purchasing them. A high-quality product image allows potential customers to see what the item is before they even read the description. Ideally, you should provide product photos with a white background, as well as additional images from different angles and detail shots.
Recommended image sizes
- Standard size: minimum of 1024px in height or width
- Zoom function: minimum of 2048px in height or width
- Number of images: 5 to 10 pictures from different perspectives/detail shots
- Maximum file size: 10 MB
To ensure that our customers are able to use all the features properly, we recommend an image size of at least 2,048px in height or width for all product images. Customers like to use the zoom function to take a closer look at a product. To do this, you will need to provide an image with a higher resolution than the standard size. Your products are also marketed through other marketing channels. Images are transferred to other services for this purpose. Many social media platforms also recommend a minimum image size of 1200 pixels by 1200 pixels, for example. Google Shopping recommends a minimum image width of 1440 px for clothing products and accessories.
Examples of good product images:
- Product image without background
- The product and its function are clearly recognisable
- Additional product images provide more information and impressions
- Product image without background
- Various views of the product in the additional product images
- High quality without distracting elements
Examples of poor product images:
- Health promises
- Image has distracting background
- Text on image
- Fictitious seals
- Text on image
- Logos on image
- Product name on image
- Advertising slogans (“The Best Choice”)
- Shipping logos on image
- Text on image
- Depiction of the packaging on the main image
Since June 2025, it has been a legal requirement to add alternative text (alt text) for product images. You have two options for adding the alt texts:
Option 1: Via a product data feed.
The CSV product feed template must also contain a column with “picture.url” (for the link to the image file) and a column with “picture.alt_text” (for the alt text).
Option 2: Manual change in the Seller Portal
- Open the offer in the Seller Portal to view the product images.
- Move the mouse cursor over the uploaded product images and click on the pencil icon to add the alt text.
- Use the edit function (pencil icon) directly on the product image to add the alt text.
3. Product videos
Draw attention to your products and present them in an even more appealing way with customised product videos. Use visual storytelling to bring your products to life and spark your customers’ interest!
Recommended video settings:
Length 15 – 60 seconds
Technical criteria:
- Maximum video size:
100 MB - Maximum video length:
180 sec - Supported file types:
mp4 - Encoding:
H.264 - Minimum required resolution height: (px):
240 - Minimum required resolution width: (px):
320 - Maximum possible resolution height (px):
4096 - Maximum possible resolution width (px):
4096 - Maximum supported frames per second:
120 fps
4. Product description
The product description serves to promote the item to the customer, highlighting all its advantages and explaining it in detail. The more precise the description, the less likely it is that customers will have false expectations, therefore increasing the likelihood of returns being avoided.
Product descriptions should always consist of the following:
- Informative continuous text
- Additional bullet points with technical and functional details (i.e. all product information that is important and necessary for the customer)
Recommended description length
We recommend a length of least 150 characters and a maximum of 5,000 characters.
Examples of good product descriptions:
- Clear list of product features
- Easy-to-read continuous text with further information
- Correct language without spelling mistakes
Examples of poor product descriptions:
- Unclear product information
- Poor-quality automatic translation with many spelling and grammatical errors
- Typos
- Poor quality automatic translation with many vocabulary, spelling and grammatical errors
- Use of emojis
5. Rich content
Rich content is an element for the enhanced presentation of product-related information. It provides you with further extensive content elements. The content elements are:
- Text
- Picture
- Video
All guidelines presented in chapters 1-4 also apply without restriction to rich content.
6. Attributes and structured product data
You can use attributes to enrich your products with structured data. This data specifies the properties of the item and makes them comparable with other products in the same category. Attributes such as colour, manufacturer and material not only help customers make purchasing decisions, but also provide important information to internal systems: this is the only way to ensure that recommendation systems, variants, filters and searches function smoothly.
Structured product data therefore improves both
- the customer experience on the marketplace as well as
- the internal systems in the shop.
This will help you prevent complaints and returns, and increase sales.
Sellers often list products that are already being sold by other sellers on our online marketplace. If there is already a complete “item_id” for your item, uploading your offer is particularly easy: In this case, you only need to enter the EAN and your personal offer details (price etc.). Additional information such as descriptions, titles and images is then no longer strictly necessary. Please note that in this case, you must also review your offer to ensure that all information, descriptions and images provided do not infringe upon the rights of third parties (see Seller GTCs).
Listing new items
If you wish to list new items, you must provide at least the following mandatory attributes:
- EAN
- Category
- Product title
- Product description
- Product images
- Manufacturer
Here, too, please ensure that you comply with the formal and content-related guidelines:
Category-specific mandatory information
Under EU legislation, you as a seller are required to provide category-specific information on certain products.
If you do not provide the legally required information, we will unfortunately not be able to offer your goods in the shop. Therefore, please ensure that the data provided to us complies with company guidelines and EU law, as well as all legal obligations.
Recommended attributes
Recommended attributes provide customers with helpful information about an item in a structured format. These attributes include, for example:
- Colour
- Material
- Size
There are many other attributes that are important for specific categories (e.g. firmness for mattresses). We therefore recommend that you specify all attributes offered as completely as possible so that variants can be displayed correctly.
In our newsletter, we regularly inform sellers about new attributes. Subscribe now.
API documentation & overview of all attribute values
- In addition, our API documentation will help you find out which (mandatory) attributes belong to a category. Here you can also find out which data types are required for which attributes and how many characters are permitted. The API is constantly being developed and new, helpful features added.
- An overview of all supported predefined attribute values can be found here: Overview of all attribute values
- An overview of all attributes, including data types and explanations, can be found here: Overview of all attributes
Examples of good attribute assignment:
- Attributes are complete
- Attributes are correct
Examples of poor attribute assignment:
- Attributes are inconsistent (“height 11cm” does not apply to the entire product)
- Attributes are misleading (material: cast iron, wood type: MDF)
7. Choosing the right category
Our customers should always be able to find the right products in the right place on the online marketplace. Accurate categorisation is crucial to ensure the legally required attributes can be assigned to the item correctly.
That is why it is important that you select the correct category when listing your items. Our category tree, which covers all existing categories, will assist you in this.
If you notice that something is missing or incomplete, please let us know. Together, we can ensure a perfect shopping experience:
Are there products in the wrong category? Would you like to suggest new categories and attributes?
Contact us:
To enable us to process your enquiry more quickly, we kindly request the following information:
- Name of category/attribute
- At least one product example
- The approximate number of products affected
8. Short description (keywords)
The short description allows you to enter keywords that are used for internal systems (e.g. search function). These are inserted in the “short_description” field and stored solely for metadata purposes. They do not appear on the product details page.
Please select terms that are as concise as possible and that customers might use when searching.
Recommended number of keywords
We recommend that you specify a maximum of 10 keywords that match the product.
Examples of good short descriptions:
Smart watch, fitness watch, Android, waterproof, black, fitness watch, Bluetooth, NFC, pedometer
- Mention of important product features
- Listing of synonyms
Examples of poor short descriptions:
apple watch, iphone, huawei watch, casio, chronograph, samsung galaxy, 智能手表, healthwristwatch
- Mention of contradictory, irrelevant brands
- Simultaneous use of different languages
- Use of made-up words
9. Variants
Providing variants greatly assists customers in their product selection. At Kaufland, in addition to automatic variant creation, it is also possible to freely define variants with attributes such as model and product_version. Learn more about this in the Seller University by going to https://www.kauflandglobalmarketplace.com/en/seller-university/selling/product-data/product-variants/Product variantshttps://www.kauflandglobalmarketplace.com/en/seller-university/selling/product-data/product-variants/.
Classic variant-forming characteristics are:
- Appearance (colour variations, wood grain, styles, etc.)
- Quantity (quantity variants, e.g. in kilograms, litres or number of items)
- Size (size variants, e.g. in cm or m, clothing sizes, etc.)
- Function (e.g.: WiFi connectivity: yes/no, with battery: yes/no, etc.)
Variant creation must not be exploited to deliberately advertise unrelated products, link them together or mislead customers.
Meaningful variants vary depending on the category. Examples include:
Clearly highlight the differences between the products. Name all products in a desired variant group uniquely and fill in all attributes carefully. Use informative product images. For example, in the case of colour variants, display the correct colour of the product.
Examples of good variants:
- A shoe links to matching variants via the colour and shoe size attributes.
Examples of poor variants:
- Building blocks link to different products based on number of pieces and colour
- No individual product photo for the variants in the first position: Colour variants not immediately apparent to the customer.
10. Multiple EANs
It is prohibited to offer the same product under multiple EANs in different “item_ids” on our marketplaces. The only exception to this is when a seller ships an item from multiple warehouses. If this is the case for you, you can create an offer for an item for each warehouse and assign it to the respective warehouse. Please also remember to adjust the corresponding shipping costs and delivery times.
Every product has:
- a single EAN and
- a single Product Details Page
Even different images, product descriptions or prices do not justify multiple listings of the same product. This tactic is not helpful to customers in the purchasing process and is therefore considered spam by us.
Therefore, we will remove all offers that misuse the EAN/“item_id” system without further notice. Sellers who disregard these guidelines will be penalised. This may result in the termination of your account.
Examples of set-up with EANs:
- Multiple offers on one product page
- The same product is offered on different Product Details Pages: EAN spam
11. Used & refurbished products
If you sell used or refurbished products on Kaufland, you must adhere to the following classification, which specifies the condition of the products.
Used products are sold in their current condition, without comprehensive inspection or repair.
Refurbished products stand out clearly from conventional second-hand goods. Every device undergoes a standardised quality process involving technical testing, professional cleaning and, if necessary, replacement with original spare parts. These high quality standards differ significantly from ordinary used products.
Categorisation of the condition
Condition: New
| new | — |
Condition: Fully refurbished
| like new | The item is in excellent, like-new condition and fully functional. It is delivered either in its original packaging (OP) or in neutral packaging and includes new, standard accessories. Special characteristics for smartphones, tablets, laptops, smartwatches Screen: The screen has no scratches. Case: The case has no visible damage (scratches or dents) that can be seen from a distance of 30cm. New accessories: The item includes new, standard accessories, except for headphones, as these are considered hygiene items. Packaging: The item is delivered either in its original packaging (OP) or in high-quality, neutral packaging. A seller logo on the packaging is acceptable. Battery status: The item has a battery status of at least 85%. |
| very good | The item is in very good condition and fully functional. It may show minimal signs of use. The item is delivered either in its original packaging (OP) or in neutral packaging and includes new, standard accessories. Special characteristics for smartphones, tablets, laptops, smartwatches Screen: The display may have fine micro-scratches that are not visible on the display when the device is switched on. Case: The case shows minimal signs of wear that are visible from a distance of 30cm. New accessories: The item includes new, standard accessories, except for headphones, as these are considered hygiene items. Packaging: The item is delivered either in its original packaging (OP) or in high-quality, neutral packaging. Battery status: The item has a battery status of at least 85%. |
| good | The item is in good condition and fully functional. It may show slight signs of use and slight to significant visible scratches. The item is delivered either in its original packaging (OP) or in neutral packaging and includes new, standard accessories. Special characteristics for smartphones, tablets, laptops, smartwatches Screen: The display may have fine micro-scratches or slight scratches that are not visible on the display when the device is switched on. Case: The case has slight scratches that are not noticeable to the touch and are not visible from a distance of 30cm, or noticeable scratches that are visible and noticeable to the touch from a distance of 30cm. New accessories: The item includes new, standard accessories, with the exception of headphones, as these are considered hygiene products. Packaging: The item is delivered either in its original packaging or in neutral packaging. Battery status: The item has a battery status of at least 85%. |
| acceptable | The item is in acceptable condition and fully functional. It may show significant signs of use and noticeable scratches. The item is delivered either in its original packaging (OP) or in neutral packaging and may include new, standard accessories. Special characteristics for smartphones, tablets, laptops, smartwatches Screen: The display may have a few slight, shallow scratches that are not visible on the display when the device is switched on. Case: The case has slight scratches that are noticeable to the touch and clearly visible from a distance of 30cm. New accessories: The item includes new, commercially available accessories, except for headphones, as these are considered hygiene products. Packaging: The item is delivered either in its original packaging or in neutral packaging. Battery status: The item has a battery status of at least 85%. |
Condition: Used
| like new | The item is in excellent condition and fully functional. All functionally relevant accessories, such as the instructions, are present. The original protective packaging may be missing, but the original packaging is intact. |
| very good | The item has only been used to a limited extent and is in very good condition and is fully functional. It may show slight signs of wear, including minor scratches or cosmetic imperfections. The item may be repackaged or delivered in damaged packaging. Certain explicitly named accessories may be missing. |
| good | The item shows signs of wear, but is in good condition and fully functional. It may have marks or minor cosmetic damage. The item may be repackaged or delivered in damaged packaging. Some parts of the item and possible accessories may be missing, e.g. screws for furniture or the instruction manual. |
| acceptable | The item is used but fully functional. It shows some significant signs of wear, including visible cosmetic flaws such as scratches, dents, worn corners, marks or other signs of use. The item may be repackaged or delivered in damaged packaging. Some parts of the item and possible accessories may be missing, e.g. screws for furniture, a USB cable for a laptop or a mouse. |
If you are interested in selling refurbished products, please inform your Account Manager by e-mail or contact Kaufland Global Marketplace’s Seller Support team.
Requirements for selling refurbished products on the Kaufland marketplaces:
- Comparison of condition types: The seller’s product conditions correspond to the condition descriptions of the Kaufland marketplaces for refurbished products.
- Process description: Detailed description of the product refurbishment process
- Use of a software and hardware diagnostics program: Use of a software and hardware diagnostic program for technical testing to ensure full functionality as part of the general overhaul process
- CE marking: Proof of CE marking for refurbished products
12. Compliance
As a European online marketplace, we are obligated to comply with European law. This also applies, of course, to sellers who wish to offer their items on our marketplace.
This results in the following rules, among others:
- Guidelines: Every seller must agree to our Seller Guidelines.
- Required attributes: Some categories are subject to certain restrictions. In order to sell items in these categories, additional attributes sometimes need to be set. More information.
- Prohibited items: Some products may not be sold under any circumstances.
- Legal guidelines: In Germany, there are various legal provisions governing the sale of products, depending on the product category in question. In order to sell these products, the legal requirements must be met. You can find more information here: Legal guidelines for product categories.
Thank you for reading our Product Data Guidelines. We want to offer our customers the perfect user experience. That is why we are always looking to improve our product data. Are you missing something important or do you have any questions? Please feel free to contact us:
https://www.kaufland.de/seller/contact-form/