Launching a new product on Kaufland: a checklist for the first 30 days

Before launch: the mandatory tasks

• Clarify the EAN: If the product already exists in the catalogue, attach your offer to the existing page; new own products need their own GS1 EAN (EAN, shared product page).
• Complete product data: Mandatory attributes, otherwise the product is invalid and not displayed; optional attributes, because Kaufland says they influence findability (attributes).
• Title: Kaufland's guideline names 50 to 80 characters – brand, product type, distinguishing features, no keyword lists (optimising titles).
• Images: Main image cut out, several views, dimensions and use (image requirements).
• Legal: GPSR details, EPR registrations, correct tax rates per country (GPSR, VAT).
• Search term list: 10 to 20 terms from search suggestions, competitor titles and customer language – set up before launch so day 1 is already measured (keyword research, search suggestions).

Week 1: go live and find errors

The goal of the first week is not position 1 but findability. The day after upload, check that the product page exists, that your offer can be bought and that the product appears at all for its search terms. Not showing up on any of the first five pages is normal in week 1 – but if the product does not appear even when searching for the exact title or the EAN, there is a data error (troubleshooting in six steps).

Set the check frequency for the launch search terms to daily; that way you see whether the position moves as soon as the first sales come in (check frequency). Set the launch price deliberately: compare the total price including shipping with the offers on page 1 and store a minimum price below which automatic price adjustment will not go (pricing strategy).

Week 2: buy visibility, measure organically

A new product has no sales history. Sponsored Product Ads put it on page 1 before it has sold its way there organically; Kaufland's terms grant €30 advertising credit per month – a free test. Set an ACoS target from your margin beforehand and start with your five most important search terms rather than all of them (calculating SPA and ACoS).

The rank tracker counts organic and sponsored positions separately. In week 2, watch the organic position above all: if it rises while the ad runs, the product is gaining traction; if it stands still, the ad is carrying it alone – then check title, images and price before raising the budget (positions explained).

Week 3: secure reviews and the BuyBox

The first sales matter most because they produce the first reviews. Deliver faster than promised and keep cancellations at zero – seller-caused cancellations hurt your service metrics from the very first order (reviews, cancellation rate). If you share the product page with other sellers, check in the result tile whose name is in the BuyBox; visibility is worthless if someone else makes the sale (winning the BuyBox).

Also check stock: a stock-out in week 3 interrupts exactly the sales history you are trying to build (stock-outs and ranking).

Week 4: review and routine

After 30 days you have a curve for every search term. Take stock:

Record the starting position, the position after 30 days and the ad budget used. At your next launch you will know what a page 1 position costs in your category (eight levers for better positions).

Launching in several countries

One Kaufland account reaches nine marketplaces. Still, do not start everywhere at once: create the product in Germany first, transfer the offer to the next countries after a stable second week and repeat the measurement there with search terms in the local language – Kaufland translates product data, but you have to find your customers' search terms yourself (Austria, Czechia, Slovakia, the new marketplaces).

Frequently asked questions