Kaufland Sponsored Product Ads are cost-per-click ads in a second-price auction: you set a maximum bid and pay the second-highest bid when someone clicks. They work best on top of clean product data in each storefront’s language, because Kaufland shares one product page per EAN across sellers. This guide covers listing quality, category attributes, how the ads work as Kaufland publishes them, and how to measure rank.
At a glance
- Language: Kaufland says product data must be in each country’s national language.
- One page per product: one EAN, one product page. Duplicate listings are removed.
- Ads model: cost per click, second-price auction, minimum bid EUR 0.01 (fees as published in November 2026).
- Bidding: automatic with a target ACoS of 5% to 50%, or manual by product or keyword.
- Service: customer messages in the national language, first reply within 48 hours on weekdays.
If you have not opened an account yet, read how to sell on Kaufland first. It covers registration, fees and storefronts.
Product data in every storefront language
Kaufland runs storefronts in Germany, Austria, Czechia, Slovakia, Poland, France, Italy, Spain and the Netherlands. Its product data guide says product data must be created in the national language of each country, for example German for Kaufland.de and Slovak for Kaufland.sk.
Built-in translation, with a caveat
Kaufland offers free automatic translation in the Seller Portal under Shop Settings. You upload product data to your primary channel, then create offers in the other channels and the translations are applied.
However, Kaufland’s Product Data Guideline says automatically generated translations are not permitted in descriptions. Our advice is to use the tool as a draft and have a native speaker review each priority market.
One EAN, one product page
Kaufland keeps one product page per EAN, and offering the same product under several EANs is not allowed. Offers that break this rule are removed without notice. If a complete product page already exists, you only need to add your offer, but improving shared data benefits every seller on that page.
What Kaufland asks for in product data
The Product Data Guideline is unusually specific. These are the points we check first on every account.
Titles and descriptions
Kaufland recommends titles of 50 to 80 characters, starting with brand, product name, core function and key size details. Keyword strings, advertising words such as “bestseller”, capital letters and emojis are not allowed.
Descriptions should be 150 to 5,000 characters, combining continuous text with bullet points. Prices, shipping details, contact details and health claims do not belong there.
Images, alt text and video
Kaufland recommends 5 to 10 images, with the first showing the full product on a white background. Images should be at least 1,024 pixels on one side, and 2,048 pixels for zoom.
The guideline says alt text for product images has been a legal requirement since June 2025. You can add it in the CSV feed, in the Seller Portal or through the API.
Category attributes and the short description
EAN, category, title, description, images and manufacturer are mandatory for new items. Kaufland says missing mandatory attributes make product data invalid, so it is not displayed, and some categories have extra legally required attributes.
Colour, material and size are recommended and drive variants and filters. The short description holds up to 10 comma-separated keywords that are not shown to shoppers but are used by internal systems such as search.
Use the product data reports in the Seller Portal. They list EANs not found, invalid items and an improvement export that compares your values with each channel’s attributes.
How Kaufland Sponsored Product Ads work
Kaufland’s Sponsored Product Ads page sets out the mechanics. You pay for clicks, not impressions, and the clicks go to your product page.
The second-price auction
Your bid is the maximum you will pay per click, but you only pay the second-highest bid. Kaufland’s example is a bid of EUR 1.50 that pays EUR 0.95. The minimum bid is EUR 0.01 (fees as published in November 2026).
Automatic or manual bidding
Automatic bidding works with automatic keyword targeting: you set a target ACoS between 5% and 50%, and the system sets bids. Manual bidding lets you set prices per product or per keyword. Kaufland’s own best-practice tip is to bid at least 10% above the average winning bid.
| Setting | What Kaufland publishes | Practical note |
|---|---|---|
| Placements | Category, search and product pages, and the app | Positions vary as page layouts change |
| Channels | Only storefronts where you have active offers | Set up localised data before ads |
| Budget | Daily or total budget | Kaufland suggests enough for 100 clicks per product |
| Ending a campaign | Permanent, cannot be reactivated | Pause rather than end while testing |
| Data volume | About 2,000 clicks for reliable analysis | Do not judge a campaign after a few days |
Ad credit
The Sponsored Product Ads page says the Plus subscription includes a EUR 30 monthly ad credit that expires at month end (fees as published in November 2026). Kaufland’s conditions page describes the credit slightly differently, so check what your plan includes in the Seller Portal.
For help with bids, keywords and budgets across storefronts, see our marketplace PPC management service.
Customer service affects performance
Kaufland’s seller guidelines require customer correspondence only in the national language, with German customers addressed formally. The first reply to a ticket is due within 48 hours on weekdays, and the late-delivery rate should not exceed 4%.
Ads drive traffic, but slow replies and late deliveries undo the effect. Plan language cover for every storefront where you advertise.
Measuring rank on Kaufland
The Sponsored Product Ads dashboard and reports show ad metrics, but not your organic position for each keyword in each storefront. To see whether data changes and ads lift organic visibility, track keyword positions over time.
We built KauflandTracker.eu, a Kaufland rank tracker, for this. Record a baseline for your core keywords per storefront before you change listings or start campaigns.
Kaufland listing and ads checklist
- Product data in the national language of each storefront, reviewed by a native speaker.
- One EAN per product, with no duplicate listings.
- Titles of 50 to 80 characters with brand, product, function and size.
- Descriptions of 150 to 5,000 characters, without prices or shipping details.
- 5 to 10 images, white-background main image, alt text on every image.
- All mandatory and category attributes filled, plus colour, material and size.
- Short description with up to 10 relevant keywords.
- Product data reports checked after every upload.
- Ads started only in storefronts with complete data and service cover.
- Baseline organic ranks recorded before campaigns begin.
Prefer to hand this over? Our Kaufland marketplace management team handles data, ads and service across all nine storefronts.
Frequently asked questions
How much do Kaufland Sponsored Product Ads cost?
You pay per click, and the minimum bid is EUR 0.01 (fees as published in November 2026). In the second-price auction you pay the second-highest bid, not your full maximum bid.
Can I use Kaufland’s automatic translation?
Kaufland offers free automatic translation in the Seller Portal, but its Product Data Guideline says automatically generated translations are not permitted in descriptions. Use it as a draft and have native speakers review it.
Does Kaufland publish its ranking factors?
Not as a full list. Kaufland says optional attributes help discoverability and the short description is used by search, but our wider ranking advice comes from practical experience.
Can I run ads in every Kaufland storefront?
Only in storefronts where you have active offers. Kaufland states that campaigns can only be created for sales channels with active offers.
Want more sales from your marketplace listings? Our team optimises listings, runs ads and manages accounts on OTTO, Kaufland, bol.com, Allegro and 30+ more marketplaces.
