Product data on Kaufland: mandatory attributes, optional attributes, rich content and videos

Mandatory attributes: no product page without them

Kaufland's product data requirements name six mandatory attributes for all categories: ean, category, title, description, manufacturer and picture. If one is missing, the product data is invalid and the product does not appear on the marketplace. Certain categories add legally required information – for example the fibre composition for textiles (full German fibre names in descending order, no abbreviations such as "PES", no brand names such as "Lycra"), per-unit pricing, details for food, lamps, toys or tyres. Kaufland provides the list per category as a file.

Optional attributes decide findability

Kaufland says it itself: optional attributes such as colour, length and width make the presentation clearer, are critical for correct variant creation and influence how easily your offers are found on the marketplaces. In practice that means: every property customers use in filters or search terms ("stainless steel", "10 kg", "wireless") belongs in the product as an attribute – not only in the title (optimise the title). The attribute list and the category tree can be downloaded in the Seller Portal.

Description: write for customers, not for the search

The description is mandatory and should answer what title and attributes cannot: who the product is for, what is in the box, what to look out for. Kaufland points out that detailed product information reduces uncertainty, increases the likelihood of a purchase and lowers returns and complaints. Stuffing in search terms achieves nothing – those belong in the title and attributes.

Rich content: modules instead of running text

Rich content extends the standard description with visual and interactive elements. According to Kaufland, headings, text blocks, single images and image sliders, videos and an FAQ section are available; you arrange them by drag and drop, and content can be reused for several products. Use is free. How to: accept the rich content terms in the Seller Portal, then under Offers › Product data › Rich Content select a product or create new content and assign it. Fill in the alt text for every image and video – Kaufland explicitly names this as a benefit for accessibility and search engines.

Product video: one video per EAN

In the Seller Portal you upload a video via offer data › Product data › Images in the "Product videos" section – as a file or a link. Kaufland normally shows it in fifth position of the image gallery; with fewer than four images in the last position. Currently one video per EAN is possible. A short video that shows the product in use is a sensible complement to the product images.

Order of work when time is short

1. Mandatory attributes complete and correct – otherwise everything else is invisible (EAN and product data).
2. Check the category; fill optional attributes for filters and variants.
3. Title with the most important search terms, main image to specification.
4. A description that answers questions.
5. Rich content and video for your best-selling products.

After every change, measure whether the positions of your search terms move – product data is the lever you hold yourself.

Frequently asked questions