On Kaufland, a product is created once per EAN with six mandatory attributes — EAN, category, title, description, images and manufacturer — plus the attributes your category requires. Kaufland recommends titles of 50–80 characters and descriptions of 150–5,000 characters, in the national language of each storefront, and blocks offers without GPSR contact details. Here are the rules field by field, as of October 2026.
How Kaufland product data works
Kaufland Global Marketplace works with one product page per EAN. If the EAN already exists in the catalogue, you only add your offer (price, stock, condition, shipping group) to the existing product. If it does not, you create the product data yourself — in the Seller Portal under “Offer management” → “Offers” → “+Create offer” (if the EAN is not found: “+Create new product”), by CSV/feed upload or via the API.
For a new product, Kaufland requires six attributes in every category: EAN, category, title, description, product images and manufacturer. On top of that, each category has its own mandatory attributes, some of them required by EU law. Product data with a missing mandatory attribute is invalid and is not displayed; the “Invalid items” section under “Reports” shows which offers are blocked and why.
One registration gives access to all Kaufland storefronts. As of October 2026, Kaufland’s seller site lists nine: Germany, Austria, Czech Republic, Slovakia, Poland, France, Italy, Spain and the Netherlands (Kaufland.nl went live in September 2026, Kaufland.es in early October 2026). You need a business seller account and a VAT ID; if your company is based outside the storefront country, Kaufland asks for a VAT ID for that country or an OSS-registered VAT ID, and your return address must be in the EU.
Title: 50–80 characters, brand first
Kaufland’s Product Data Guideline recommends 50–80 characters; longer titles may be shortened or partly hidden. Put the brand and product name first, make the core function recognisable and add the decisive size or capacity. Write numbers as digits (“15”, not “fifteen”).
- No symbols, emojis or unusual special characters (✓, ★, !!!).
- No all capitals or CamelCase — except where the brand itself is written that way.
- No keyword strings, stacked synonyms or duplicated words.
- No promotion, price or condition statements (“BESTSELLER”, “SALE”, “new”) and no seller information.
| Instead of | Write |
|---|---|
| ✓ BESTSELLER!!! Microwave Grill Combi Oven Microwave Oven Black Cheap | Sharp R-982STWE combination microwave with infrared grill |
| Pool Garden Pool Swimming Pool Above Ground Pool Large | Bestway “Pavilion” plunge pool, 140 x 140 x 114 cm |
The title checker shows length, banned characters and repeated words for Kaufland and the other marketplaces.
Description and keywords
Kaufland recommends at least 150 and at most 5,000 characters: readable continuous text plus a list of technical and functional details. There is no separate bullet-point field — the feature list belongs in the description. Plain text and HTML are both accepted; JavaScript and special fonts are not, and bold is allowed only in headings.
Not allowed in the description, according to the guideline:
- links, images and videos;
- shipping information, contact details, prices, discounts and warranty information;
- advertising text, health claims, misinformation and keyword spam;
- explanations of product testing;
- typed symbols in lists — use a real list instead;
- automatically generated translations.
The field “short_description” is not shown on the product page: it holds keywords for Kaufland’s search. Separate them with commas, use plain text and numbers only, no HTML or emojis, and give at most about ten relevant terms — synonyms buyers type, not other brands or a list in several languages.
Since 27 September 2026, generic environmental claims such as “umweltfreundlich” have been banned in Germany — see green claims ban. CE presented as a test seal (“CE-geprüft”) is misleading; see CE and test claims.
Attributes and images
Fill in every attribute your category offers, not only the mandatory ones. Colour, material and size drive Kaufland’s filters and variant grouping; Kaufland publishes the mandatory attributes per category in its API documentation and data-file templates. Use the right units and keep attributes consistent with the text — Kaufland’s own bad examples are a “height 11 cm” that is not the product’s height and a material “cast iron” combined with wood type “MDF”.
- Size
- at least 1,024 px height or width; 2,048 px recommended for zoom
- Number
- 5–10 images from different angles and details
- File
- max. 10 MB; .png, .jpg, .jpeg, .webp, .tiff or .gif
- Main image
- the whole product, clear silhouette, white background, no packaging
- Not allowed
- collages, frames, text, logos, flags, price or delivery info, seals
- Alt text
- required since June 2025: columns “picture.url” and “picture.alt_text”
Languages per storefront
Product data must be in the national language of each storefront: German for Kaufland.de and Kaufland.at, Czech for .cz, Slovak for .sk, Polish for .pl, French for .fr, Italian for .it, Spanish for .es and Dutch for .nl. A German title on Kaufland.pl is not compliant data, however good it is.
You have two routes. Either you upload your own translated product data per storefront, or you switch on Kaufland’s free translation under “Settings” → “Shop settings” → “Translation & transfer” (tick “Text translation and image transfer of product data”). If you use Kaufland’s transfer, upload only offer data to the target storefront, not product data, and delete product data you uploaded there before.
The Product Data Guideline also says automatically generated translations are not permitted in descriptions and shows a poor machine translation as a negative example. In practice: if you translate yourself, have the text checked by someone who writes the language — especially for your best sellers. Our guide on machine-translated listings explains what to look out for.
GPSR fields in the Seller Portal
Since 13 December 2024, the General Product Safety Regulation requires the manufacturer, the EU responsible person (if the manufacturer is outside the EU), product identifiers and safety information in every online offer (Regulation (EU) 2023/988, Article 19). Kaufland excludes offers without these contact details from sale.
- Where
- Offer management → Manage imports → “[NEW] General Product Safety Regulation (GPSR)”
- Contacts
- Manufacturer and person responsible for the EU, entered separately
- Mandatory fields
- name, street, house number, postcode, town, country, e‑mail or website
- Optional
- telephone number
- Safety information
- attribute “safety_guidelines”, in the storefront’s national language
- Documents
- “safety_data_sheet” and “ce_certificate” (PDF or image)
- Check
- Reports → Product data → GPSR report (columns “is_compliant”, “reason”)
Saving the contacts includes a confirmation that you accept legal responsibility for the data. The old page “[OLD] EU Responsible Person” and the API attribute “product_safety_contact” were removed from product data on 15 May 2026. Manufacturer and EU contacts are carried over to your other Kaufland storefronts automatically; safety information is carried over only if automatic translation and transfer is switched on. The GPSR generator writes the safety block, and GPSR in online listings explains the legal background.
Check your listing
Paste your Kaufland title, description and keywords into the free listing check: it counts the title against Kaufland’s limits and finds promotional wording, contact details, banned environmental claims and “CE-geprüft” in all six languages. Nordova writes Kaufland listings in German, Polish, French, Italian and Spanish to these rules.