Alle Kategorien
Warenkorb Warenkorb
Willkommen beim Online‑Marktplatz
Filial-Angebote
  • Zu den Filial-Angeboten
  • % Angebote
  • Prospekte
  • Sortiment
  • Rezepte
  • Ernährung
  • Highlights
  • FamilienMomente
  • Kaufland Foto
  • Kaufland mobil
  • Unternehmen
  • Karriere
Online-Marktplatz
Product Data Guideline
| | | |

Product Data Guideline

Improved product data for higher sales

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.
Tools for perfect product data
You can optimize your product data using these tools.

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
Use the 5 Cs as general principles while optimizing your 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:

Formal Guidelines

Correct language and grammar (automatic translations are only allowed by professional language service providers such as Powerling ) No symbols, emojis or unusual special characters
Use of numeric notation (e.g. 15 instead of fifteen) No formatting differences (for example, all capital letters or camelCase). Excluding Brand Names

Content Policies

Short, unmistakable product titles No duplication of content
Includes the most relevant product information No sequence of keywords (synonyms can be included in the short description)
No advertising statements about the price or condition of the product (e.g. "Best price", "free shipping")
No retailer information

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 and bad product titles:

"Sharp R-982STWE Kombi Mikrowelle mit Infrarotgrill"
Guter Titel
  • Brand and product name clearly visible
  • Core functionality clearly recognizable
  • Correct language without spelling errors

"Bestway Planschbecken 'Pavillon' 140 x 140 x 114 cm"
Guter Titel
  • Brand clearly visible
  • Product name is slightly highlighted in quotes
  • Specification of important size attribute

"WOLKENSTEIN Retro Mikrowelle Microwelle Mikrowellenherd WMW620 SG Grün 700 Watt"
Nicht empfohlener Titel
  • Brand clearly visible
  • Special characteristic ("retro") recognizable
  • Keyword spam / synonyms in the title

"✓ BESTSELLER!!! Küchenwagen Mikrowellenhalter Küchenschrank mit 2 Ablagen Küchenschrank 122x60x33cm weiß Hochschrank Badmöbel"
Schlechter Titel
  • 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"
Schlechter Titel
  • 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.

In addition, you should observe the following

Formal Guidelines

Clear silhouette of the product on white background recognizable on the first photo (among other things necessary for Google shopping) No collages from several pictures
Exclusively neutral product images without advertising character (e.g. with "Sale" inscription) No shadows, frames or white space
No mood picture for the main picture
No placeholder photos
No text, logos, symbols or flags
No delivery or price information
No seals (e.g. Stiftung Warentest) allowed

Content Policies

Product is shown completely in the first photo (further product images can be used for detailed images)
Only photos of products and accessories that are included in the scope of delivery
Different views of the product

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 and bad product images:

Gutes Bild
  • Isolated product image
  • Product and its function are clearly recognizable
  • More information and mood images are available on further product images

Gutes Bild
  • Isolated Product Image
  • Different views of the product in the additional product images
  • High quality without disturbing elements

Nicht empfohlenes Bild
  • Health promises
  • Unisolated image
  • Lettering on the picture

Nicht empfohlenes Bild
  • Invented Seals
  • Lettering on the picture
  • Logos on picture
  • Product name in the image
  • Advertising statements ("The Best Choice")

Nicht empfohlenes Bild
  • Shipping logos on picture
  • Text on image
  • Display of the packaging on the main screen

Nicht empfohlenes Bild
  • Logos on picture
  • Flags on picture


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).

Formal Guidelines

Correct language and grammar (automatic translations are not allowed) No JavaScript
Use of numeric notation (e.g. 15 instead of fifteen) No symbols in lists
Well-formatted descriptions (plain text or HTML), text and lists are recommended No special fonts
Use of paragraphs with bold headings No bold marks (except in headings)
No unusual special characters
No links, pictures or videos

Content Policies

Clear and consistent information that helps the customer understand the product No obscene content
Legal contents No ad copy
Consistent information No incorrect information
No health promises
No keyword spam
No information about condition, shipping or contact
No prices, discounts or warranty information
No explanation of product testing

Recommended description length

We recommend a length of least 150 characters and a maximum of 5,000 characters.

Examples of good and bad product descriptions:

Gute Beschreibung
  • Clear list of product features
  • Easy-to-read continuous text with further information
  • Correct language without spelling errors

Schlechte Beschreibung
  • Unclear product information
  • Poor automatic translation with many spelling and grammar errors
  • Character mistakes

Schlechte Beschreibung
  • 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:

Formal Guidelines

Use the correct units of measure
Correct language and grammar (automatic translations are only allowed by professional language service providers such as Powerling )
Use of numeric notation (e.g. 15 instead of fifteen)

Content Policies

Only correct and accurate product information No misleading content in free-text fields

Category-Specific Mandatory Information

According to EU legislation, it is necessary that you as a retailer provide category-specific information on certain products.

A list of all mandatory information can be found here:

List of all mandatory attributes


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.

In our newsletter, we regularly inform retailers about new attributes. Register now.

Newsletter subscription

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.

API-Documentation

A manual product data upload via CSV is also possible.

CSV template for manual product data upload

Examples of good and bad attribute allocation:

Gute Attribute
  • Attributes fully maintained
  • Attributes maintained correctly

Nicht gute Attribute
  • 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:



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.

Formal Guidelines

Keywords are separated by commas No code, HTML, emojis or other unusual special characters
Error-free language
Only plain text and numbers

Content Policies

Relevant keywords only No keyword spam

Recommended number of keywords

We recommend that you specify a maximum of 10 keywords that match the product.

Examples of good and bad brief descriptions:

"Smart Watch, Fitness Watch, Android, wasserdicht, schwarz, Fitnessuhr, Bluetooth, NFC, Schrittzähler"
Gute Kurzbeschreibung
  • Mention of important product features
  • Mention of synonyms

"apple watch, iphone, huawei watch, casio, chronograph, samsung galaxy, 智能手表, gesundheitsarmbanduhr"
Schlechte Kurzbeschreibung
  • Mention of conflicting, irrelevant trademarks
  • Simultaneous use of different languages
  • Use of neologisms


7. Variants

We use Machine Learning in our shop to generate product variants that are displayed to the customer on the product detail page. In order for the system to recognize variants, you must currently provide the same title and description for each affected product. One distinctive feature in the title and description is sufficient.

A title for two product variants should, for example, look like this:

  • Nike rounded T-Shirt „Speed“, Black
  • Nike rounded T-Shirt „Speed“, White

Variants can also be created based on attributes. Therefore, make sure that you provide us with the most complete and correct attributes possible.

Common, variant-relevant attributes include:
  • Color
  • Length, Width, Height
  • Quantity
  • Target group
  • Sample
  • Dress Size, Shoe 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.

Do you have any questions about creating variants? Please feel free to contact us at any time by e-mail: haendler@kaufland-online.de or by telephone at +49 221 56797203.


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 setting with EANs:

Gute Attribute
  • Several offers on one product page

Nicht gute Attribute
  • The same product is offered on different product detail pages: EAN Spam


9. 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.


10. Related Articles


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: produktdaten@kaufland-online.de

Last Update: 2022-11-25