Product Data Guideline
Retailers who want to generate as high a turnover as possible should optimally prepare their product data on Kaufland.de. Our guideline will help you: In this guide, you will learn all about mandatory information, relevant product descriptions and attractive product images.
Why is complete and accurate product data important to our customers?
- It helps the customer find the correct information quickly. This creates trust in the retailer and increases customer satisfaction.
- This allows the customer to make a quick and informed purchase decision.
- The return and complaint rate will be reduced.
- Sales are increased.
Complete and accurate product data helps to perfect the customer’s shopping experience. For you as a retailer, this means above all higher sales, but also a closer relationship of trust with the customer. A gross disregard for the product data guidelines may limit your sales activities at Kaufland.de.
In general, when setting up your products, you should make sure that your product data corresponds to the five Cs:
- Complete: Complete product data with all necessary attributes
- Correct: No inaccurate or incorrect information
- Clear: Unmistakable formulations and product images
- Consistent: Non-conflicting information (e.g. between product title and description)
- Condensed: Clear and compact information
Optimized Product Data
1. Product Title
The product title gives the customer the most important information at a glance. The main features of the product are briefly and succinctly listed.
When creating, consider 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 Kombi Mikrowelle mit Infrarotgrill”
- Brand and product name clearly visible
- Core functionality clearly recognizable
- Correct language without spelling errors
“Bestway Planschbecken ‘Pavillon’ 140 x 140 x 114 cm”
- Brand clearly visible
- Product name is slightly highlighted in quotes
- Specification of important size attribute
Examples of bad product images:
“✓ BESTSELLER!!! Küchenwagen Mikrowellenhalter Küchenschrank mit 2 Ablagen Küchenschrank 122x60x33cm weiß Hochschrank Badmöbel”
- Keyword spam / synonyms in the title
- Advertising title (“Bestseller”)
- Special characters in the title (“☑”)
- Misleading keywords (“Küchenwagen”, “Badmöbel”)
- Repetitions
“Mitesser der Gesichtsentfernung entfernt Nase kleben Nasenmaske Akne Reinigungsfilm 1PC GHH201217005”
- Poor automatic translation
- Long incomprehensible product numbers
- Senseless sequence of keywords
2. Product Images
Professional product photos are one of the most important product data in online retailers, as customers cannot personally check their goods before buying them. With a high-quality product image, potential customers can identify the item before they read it for the first time. Ideally, you can provide product photos with a white background, as well as other images from different angles and detail shots.
Recommended Image Sizes
- Standard size: At least 1,024px in height or width
- Zoom function: At least 2,048px in height or width
- Number of images: 5 to maximum 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. To take a closer look at a product, customers like to use the Zoom function. This requires that you 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, for example, at least a picture size of 1,200 pixels by 1,200 pixels. Google Shopping recommends an image size of 1,440 px minimum width for clothing products and accessories.
Examples of good product images:
- Isolated product image
- Product and its function are clearly recognizable
- More information and mood images are available on further product images
- Isolated Product Image
- Different views of the product in the additional product images
- High quality without disturbing elements
Examples of bad product images:
- Health promises
- Unisolated image
- Lettering on the picture
- Invented Seals
- Lettering on the picture
- Logos on picture
- Product name in the image
- Advertising statements (“The Best Choice”)
- Shipping logos on picture
- Text on image
- Display of the packaging on the main screen
3. Product Description
The product description is used to advertise and explain the item with all its benefits to the customer in detail. The more precise the description is, the less often the customer has false expectations and the more often returns can be avoided.
Product descriptions should always contain:
- an informative continuous text and
- additional bullets with technical and functional details (i.e. all product information that is important and required 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 errors
Examples of bad product descriptions:
- Unclear product information
- Poor automatic translation with many spelling and grammar errors
- Character mistakes
- Poor automatic translation with many errors in words, spelling and grammar
- Use of emojis
4. Attributes and Structured Product Data
You can use attributes to enrich your products with structured data. Thus, the properties of the article are specified and made comparable with other products of the same category. Attributes such as color, manufacturer and material not only help the customer with the purchase decision, but also provide important information to internal systems: This is the only way for referral systems, variants, filters and searches to work smoothly.
Structured product data thus improves both
- the customer experience in the marketplace as well as
- the internal systems in the shop.
This will help you prevent complaints or returns and increase sales.
Often, retailers are putting in products that are already sold by other suppliers on our online marketplace. If your article already has a complete “item_id”, uploading your offer is especially easy: In this case, you only need to enter the EAN and your personal offer data (price etc.). Further information such as description, title and pictures is then no longer necessary. Please note that in this case, you will still have to check your offer to see if all data, descriptions and pictures provided do not infringe any rights of third parties (see Retailer Terms and Conditions).
Setting up new items
If you want to post new items, you must provide at least the following mandatory attributes:
- EAN
- Category
- Product title
- Product description
- Product images
- Manufacturer
Here too, make sure that you adhere to the formal and content guidelines:
Category-Specific Mandatory Information
According to EU legislation, it is necessary that you as a retailer provide category-specific information on certain products.
If you do not provide the legally prescribed information, we are not allowed to offer your goods in the shop. Therefore, please ensure that the data submitted to us complies with company guidelines and EU law as well as all legal obligations.
Recommended Attributes
Recommended attributes provide the customer with helpful information about an article in a structured form. These attributes include, for example:
- Color
- Material
- Size
There are many other category-specific attributes that are important (for example hardness of mattresses). Therefore, we recommend that you specify all of the offered attributes as completely as possible so that variants can be displayed correctly.
Depending on the category, these attributes vary from general to very specific. For a complete list of available attributes, click here.
API-Dokumentation & CSV Template
- In addition, our API-Documentation helps you to find out which (mandatory) attributes belong to a category. Here you can also find out which data types are required for which attributes or how many characters are permitted. The API is constantly being developed and supplemented with new, helpful features.
- A manual product data upload via CSV is also possible: CSV Template for manual product data upload
Examples of good attribute allocation:
- Attributes fully maintained
- Attributes maintained correctly
Examples of bad attribute allocation:
- Attributes are maintained inconsistently (height 11 cm does not apply to the entire product)
- Attributes maintained in a misleading style (material: Cast Iron, Wood Type: MDF)
5. Choose the Correct Category
Our customers should always find the right products in the right place in the online marketplace. In addition, proper categorization is essential to apply the attributes required by law for the article.
Therefore, it is important that you choose the right category when you post your items. Our category tree, which includes all available categories, supports you in this process.
If you notice that something is missing or incomplete, let us know. Together, we can create a perfect shopping experience:
Products are in the wrong category? Do you want to suggest new categories and attributes?
6. Short Description
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 the metadata; they do not appear on the product detail page.
Please select as concise as possible terms that customers could use in their search.
Recommended number of keywords
We recommend that you specify a maximum of 10 keywords that match the product.
Examples of good brief descriptions:
“Smart Watch, Fitness Watch, Android, wasserdicht, schwarz, Fitnessuhr, Bluetooth, NFC, Schrittzähler”
- Mention of important product features
- Mention of synonyms
Examples of bad brief descriptions:
“apple watch, iphone, huawei watch, casio, chronograph, samsung galaxy, 智能手表, gesundheitsarmbanduhr”
- Mention of conflicting, irrelevant trademarks
- Simultaneous use of different languages
- Use of neologisms
7. Variants
Product variants are different versions of a particular product that differ in terms of certain features or characteristics. These characteristics can be, for example, size, colour, material or other specific attributes. Learn more about this in the Seller University by going to “Creating variants”.
8. Multiple EANs
It is forbidden to offer the same product in our marketplace under several EANs in different “item_ids”. The only exception to this is when a retailer sends an item from multiple warehouses. If the case occurs, you can create an offer for an item for each warehouse and assign it to the respective warehouse. Also, remember to adjust the appropriate shipping costs and delivery times.
Every product has
- a single EAN and
- a single product detail page.
Even different pictures, product descriptions or prices do not justify multiple listings of the same product. This tactic is not helpful for the customer in the purchasing process and is therefore considered spam by us.
Therefore, without further notice, we remove all offers that abuse the EAN/item_id system. Retailers who do not comply with these guidelines will be sanctioned. This may result in your account being canceled.
Examples of selling with EANs:
- Several offers on one product page
- The same product is offered on different product detail pages: EAN Spam
9. Used & refurbished products
Used products are sold in their current condition without being inspected or repaired.
Refurbished products differ significantly from conventional used goods. Every device is put through a standardised quality control process which includes a technical inspection, professional cleaning and, if needed, parts being replaced with original spares. These high quality standards differ significantly from conventional used products.
Categorising item conditions
Condition: new
| new | — |
Condition: refurbished
| like new | Overall: This product is in excellent, like-new condition and fully functional. It comes in either the original packaging (OP) or neutral packaging and includes new generic accessories. Specifics for Smartphones, Tablets, Laptops, Smartwatches Screen Condition: The screen has no scratches. Case Condition: The case shows no visible damage (scratches or dents) that can be seen from a distance of 30 cm. New Accessories: The item includes new, generic accessories, except earphones, which are considered a hygiene product. Packaging: The item comes either in original packaging or neutral packaging. A seller logo on the packaging is acceptable. Battery status: The product has a minimum battery status of 85%. |
| very good | Overall: This product is in very good condition and fully functional. It may show minimal signs of use. It comes in either the original packaging (OP) or neutral packaging and includes new generic accessories. Specifics for Smartphones, Tablets, Laptops, Smartwatches Screen Condition: The screen may have fine micro-scratches that are not visible when the screen is turned on. Case Condition: The product shows minimal signs of usage, which are visible to the naked eye from a distance of 30 cm. New Accessories: The product includes new, generic accessories, with the exception of earphones, which are considered a hygiene product. Packaging: The product comes either in original packaging or neutral packaging. Battery status: The product has a minimum battery status of 85%. |
| good | Overall: This product is in good condition and fully functional. It may have insignificant signs of use and light to noticeable visible scratches. It comes in either the original packaging (OP) or neutral packaging and includes new generic accessories. Specifics for Smartphones, Tablets, Laptops, Smartwatches Screen Condition: The display may have fine micro-scratches or a few light scratches, which are not visible when the display is turned on. Case Condition: The case may show light scratches, which are cannot be felt by touch and are not visible from a distance of 30 cm, or more noticeable scratches that can be seen from a distance of 30 cm and felt by touch. New Accessories: The product includes new, generic accessories, except for earphones, which are considered a hygiene product. Packaging: The product is provided in either original packaging or neutral packaging. Battery status: The product has a minimum battery status of 85%. |
| acceptable | Overall: This product is in acceptable condition and fully functional. It may show serious signs of use and noticeable scratches. It comes in either the original packaging (OP) or neutral packaging and includes new generic accessories. Specifics for Smartphones, Tablets, Laptops, Smartwatches Screen Condition: The display may have a few light, shallow scratches that are not visible when the screen is on. Case Condition: The case may have light scratches that are clearly visible from a distance of 30 cm and can be felt to the touch. New Accessories: The product includes new, generic accessories, except for earphones, which are considered a hygiene product. Packaging: The product is provided in either original packaging or neutral packaging. Battery status: The product has a minimum battery status of 85%. |
Condition: used
| like new | This product is in excellent, like-new condition and is fully functional. All functionally relevant accessories, such as instructions, are complete and included. While the original protective wrapping may be missing, the original packaging remains intact. |
| very good | This product has seen limited use and remains in good condition and fully functional, though it may show some minor signs of wear, including small scratches or cosmetic blemishes. It may arrive with damaged packaging or be repackaged. It may be missing particular accessories, which have been clearly listed. |
| good | This product shows wear from consistent use but remains in good condition and fully functional. It may show markings or smaller cosmetic blemishes. It may arrive with damaged packaging or be repackaged. It could have identifying markings or minor cosmetic damage, as well as potentially missing some parts or accessories, such as screws for furniture or the instruction manual. |
| acceptable | This product is fairly worn but continues to function properly. It may show noticeable signs of wear, including visible aesthetic issues such as scratches, dents and worn corners, as well as markings or other signs of previous use. It may arrive with damaged packaging or be repackaged. It may be missing some parts or accessories, such as screws for furniture or a mouse or USB cable for a laptop. |
If you are interested in selling refurbished products, let your Account Manager know via e-mail or Kaufland Global Marketplace’s Seller Support.
Requirements for selling refurbished products on the Kaufland marketplaces:
- Standardised formatting for the condition: Condition of seller’s products corresponds to Kaufland Marketplace’s description of the condition for refurbished products
- Process description: Detailed description of the process of refurbishment
- Use of software and hardware diagnostic programs: Using a software and hardware diagnostic program for technical inspection to ensure full functionality during the refurbishment process
- CE marking: Proof of CE marking for refurbished products
10. Compliance
As a European online marketplace, we are obliged to comply with the law in force in Europe. Of course, this also applies to retailers who want to offer their products on our marketplace.
This results in the following rules, among others:
- General principles: Every retailer must agree to our Seller Guidelines zustimmen.
- Mandatory Attributes: Some categories are subject to certain restrictions. In order to be able to sell items in these categories, additional attributes sometimes need to be set. Find more information here.
- Prohibited Items: Some products are generally forbidden from being sold.
- Legal Guidelines: Different legal provisions are established in Germany concerning the sale of products, depending on the respective product category. In order to sell these products, the legal provisions must be complied with. You can find more information here: Legal guidance for product categories.
Thank you for reading our product data guideline. We want to provide our customers with the perfect user experience. That’s why we always want to improve our product data. You are missing something important or you have questions? Please contact:
https://www.kaufland.de/seller/contact-form/