Shared product pages on Kaufland: what applies when several sellers offer the same EAN

One page per EAN – what that means for new sellers

Kaufland states that many products are already listed in the catalogue of the Kaufland marketplaces and clearly labelled with a unique EAN. If your product shows up in search, you can create your offer immediately – you only need the EAN and your personal offer details such as the price. According to the product data guideline, sellers often list products that other sellers already sell; a second page for the same product is not intended (EAN and GTIN explained).

This cuts both ways: you save the product data work and benefit from reviews the page already has (reviews). In return you compete directly for the BuyBox on the same page – and a weak title or poor images someone else created are now your problem too.

Before attaching: check the product data

Kaufland explicitly advises checking the accuracy of the existing product data before you create your offer. Check specifically:

• Identity: Do brand, model and variant (size, colour, pack size) match your goods? A wrong EAN assignment leads to returns and complaints (returns).
• Title and images: Do they meet the requirements – title with brand, product type and distinguishing features, images cut out and large enough (titles, images)?
• Attributes: Are optional attributes missing that drive filters and variants? Kaufland says optional attributes influence how easily offers are found (attributes).

If the data is poor, you have a choice: upload corrected product data – or, if it really is a different product, create your own page with your own EAN.

Correcting, deleting, transferring: what Kaufland documents

What Kaufland does not document: the rule by which it decides, when several sellers supply conflicting data, which title or image is displayed. So expect that your correction can be overwritten again, and check important pages regularly.

When your own EAN is the better solution

You only get your own product page with your own EAN – and that is only legitimate if it is a distinct product: a private label, a bundle or set with its own GS1 number, a different pack size (bundles and own EAN). Creating the same product under a second EAN to avoid a shared page violates Kaufland's product data guideline; according to the guideline, gross violations can lead to restrictions on your sales activities. For private labels, Kaufland additionally shows you how comparable your product is to others (comparability).

What your rank tracker measures on shared pages

The result list shows one entry per EAN. A rank tracker recognises the product by its Kaufland product ID and measures its position – regardless of whose offer currently sits in the BuyBox (how rank tracking works). The result tile shows the seller name, price and ratings of the BuyBox offer; Kaufland Tracker stores them too. So you see two things separately:

• Product position: How visible is the page for the search term? Better product data helps here – for every seller on the page.
• BuyBox holder: Who sells when a customer clicks? Total price, delivery time and service quality decide this (winning the BuyBox).

If the position rises but the BuyBox belongs to someone else, you have bought visibility for your competitor. Check both together before investing in ads on a shared page (Sponsored Product Ads).

A routine for sellers on shared pages

1. Open your top pages monthly: Title, images, attributes still correct? If not: pause, correct, upload.
2. Watch your BuyBox share: From the history of result tiles you can see on how many check days your name was in the BuyBox.
3. Adjust price and delivery time: Use minimum price and automatic price adjustment, keep delivery time realistic (pricing strategy).
4. Track competitor IDs: Follow the product IDs of the sellers you share pages with in the same search terms (competitor analysis).

Frequently asked questions