Product variants on Kaufland: grouping sizes and colours correctly

How Kaufland builds variants

By its own description Kaufland continuously compares all product data on all Kaufland marketplaces and creates variant groups from it. When new products are added or data changes, you can edit or delete existing groups. For products to be grouped, the attributes that distinguish them – colour, target group, diameter, contents – must be fully completed for all products (attributes explained).

Three ways to suggest variants

• Manually in the Seller Portal: open the offer, "Product variant" tab, add or remove attributes, select the products of the group via "+ Add variant".
• CSV upload: for mass editing; XML is not supported here.
• Marketplace API: described in Kaufland's API documentation.

Kaufland points out that variants can also be suggested from inactive or paused offers; they become visible as soon as the offer is active.

Step by step in the Seller Portal

1. Open the offer in the offer overview, "Product variant" tab.
2. Via "+ Add variant" mark all products that belong to the group.
3. Create missing attributes in the "Enter variant attributes" field – up to five, such as colour, size, material.
4. Fill in the red "Missing data" per product and send the suggestion.
5. Kaufland checks the suggestion through an automated prioritisation system.

"Remove all" dissolves a group again; pending suggestions can be cancelled.

Which attributes make good variant attributes

Good variant attributes distinguish the products unambiguously for the customer: colour, size, fill quantity, number of pieces in a set, material. Poorly suited is anything customers do not understand as a choice – such as different product titles or details of what is in the box. Stick to the same attributes and the same spellings within a group ("Black", not "black" once and "Schwarz" another time), otherwise the group falls apart.

Variants and ranking

Every variant on Kaufland is its own product with its own EAN (EAN explained) – and therefore its own position in the search. The results list usually shows one variant of the group. So track the variant customers buy most, and check the others occasionally: if a different variant than expected shows up for a search term, look at its title and image. In Kaufland Tracker you add each variant as its own product with its Kaufland product id and track the same search terms – so you see which variant is shown for which term (reading positions).

Frequently asked questions