Kaufland product image requirements ban text, logos, symbols and flags on the picture itself. Take that literally and you strip every measurement callout out of your gallery — which is how a wardrobe listing ends up with nine clean photos and a buyer who still messages to ask whether it clears a 240 cm ceiling.
The rules are short, public, and more specific than most sellers assume. What they never tell you is where the numbers go once the image is no longer allowed to carry them. Below are the five situations sellers actually land in, what the guideline says about each, and the move that costs least.
Timing makes this urgent. Kaufland Global Marketplace said in July 2026 that it "will expand into Spain and the Netherlands" later in the summer, and that sellers listing across all its marketplaces "can potentially reach 220 million online customers." One image set now has to survive that many storefronts and that many languages.
What Kaufland product image requirements actually say
Kaufland product image requirements are the image rules inside the marketplace's Product Data Guidelines: a clear silhouette of the complete product on a white background in the first photo, 5 to 10 images in total, a minimum of 1,024 px in height or width, a 10 MB per-file ceiling, and no text, logos, symbols or flags on the image.
| Rule | What the guideline says |
|---|---|
| First photo | Clear silhouette of the product on a white background; the product is shown in full |
| Standard size | Minimum of 1,024 px in height or width |
| Zoom size | Minimum of 2,048 px in height or width — Kaufland recommends this for all images |
| Number of images | 5 to 10 pictures from different perspectives and detail shots |
| Maximum file size | 10 MB |
| Formats | .png, .jpg, .jpeg, .webp, .tiff, .gif |
| Alt text | Required since June 2025 — a picture.alt_text column in the CSV feed, or the pencil icon in the Seller Portal |
| Banned on the image | Text, logos, symbols or flags; shadows, frames or white space; collages; a snapshot as the main image; placeholder photos; delivery or price information; official seals such as Stiftung Warentest |
| Also listed as poor practice | Product name on the image, advertising slogans, shipping logos, fictitious seals, health promises, distracting backgrounds, and the packaging depicted on the main image |
Two things in that table quietly contradict each other for anyone whose product is bought on size. "No text" removes the only place most listings ever print a dimension. And "5 to 10 pictures from different perspectives/detail shots" invites exactly the kind of supporting image where a dimension normally lives.
That tension is the whole article. Kaufland's rules govern what the picture may contain, not what the buyer needs to know — and the numbers have to live somewhere.
One more piece of context on enforcement: the guideline warns that "gross disregard of the product data guidelines may result in your sales activities on Kaufland Global Marketplace being restricted." There is no published rejection-code table to appeal against, so treat the banned list itself as the enforcement surface.
Scenario A: your gallery is built on infographic images
This is the default for anyone who grew up on Amazon. Slide two is a diagram with arrows and centimetres, slide three is a feature callout in 40 pt type, slide four is a lifestyle shot with a caption.
Kaufland's list is blunt: no text, no logos, no symbols. Its own "poor product images" examples include "Text on image", "Product name on image" and "Advertising slogans."
Do this instead. Split your gallery into two tiers. Tier one is what Kaufland asks for literally — a cutout first photo, then clean angle shots and detail crops with nothing printed on them. Tier two is everything that carries language: the size table, the material breakdown, the assembly note. Move tier two into the product description and the structured attributes, where Kaufland actively wants detail and where translation into nine storefront languages is automatic rather than a reshoot.
If you want the reasoning for why the infographic habit exists in the first place, and which parts of it survive a text ban, the breakdown in Amazon infographic images maps cleanly onto this split.
The gray zone, stated honestly. A dimension line on a supporting image is not "promotional content" — the guideline's own example of banned wording is a "Sale" lettering, and the prohibited list sits under general product-image guidance rather than a first-photo-only heading. Kaufland does not publish a carve-out for measurement callouts. So: keep the first photo textually silent, always. On supporting images, understand that a clean, unbranded measurement diagram is a judgement call you are making, not a permission the guideline grants. Sellers who cannot afford a restriction should keep the numbers out of the pixels entirely.
Scenario B: your images are 1,024 px and technically pass
They pass, and they lose. Kaufland product image requirements set the standard minimum at 1,024 px in height or width, and then the same page says outright: "we recommend an image size of at least 2,048px in height or width for all product images," because "Customers like to use the zoom function to take a closer look at a product."
For a sofa or a cabinet, zoom is not a nice-to-have — it is the only way a buyer inspects a joint, a weave, or a seam. A 1,024 px image on a product that is judged on texture behaves like a listing with no detail photos at all.
The guideline also flags a downstream cost most sellers miss: "Your products are also marketed through other marketing channels. Images are transferred to other services for this purpose." Kaufland notes that many social platforms want at least 1,200 × 1,200 px and that Google Shopping recommends a minimum width of 1,440 px for clothing and accessories. Shoot once at 2,048 px on the long side and every one of those channels is satisfied by the same file.
Do this instead. Set 2,048 px as the floor for every image, not the ceiling for the hero shot. Keep files under 10 MB — trivial at that resolution in .jpg, less trivial in .tiff, which Kaufland accepts but which will blow the cap fast.
Scenario C: your feed has no alt_text column
Since June 2025 it has been a legal requirement in the EU to provide alternative text for product images, and Kaufland has implemented it in two places: a picture.alt_text column alongside picture.url in the CSV product feed, or the pencil icon on each image in the Seller Portal.
The legal driver is the European Accessibility Act, Directive (EU) 2019/882, which applies to e-commerce services from 28 June 2025. Alt text is not a Kaufland preference; it is the marketplace passing a statutory obligation down to you.
Here is the part worth caring about commercially. Alt text is the one field on the whole listing where a dimension can be stated in words, indexed by search engines, read aloud by a screen reader, and parsed by an AI shopping assistant — with no risk of violating an image rule, because it is not on the image. If your product's defining fact is "80 × 60 × 200 cm", alt text is where that fact belongs.
Writing it badly is the norm. The six failure patterns — filenames, keyword dumps, describing the photo instead of the numbers — are collected in product image alt text, and every one of them applies verbatim to a Kaufland feed.
Scenario D: you sell bulky goods and size is the first question
Furniture, appliances, building materials, storage, anything shipped on a pallet. The buyer's opening question is never "what colour" — it is "will it fit". Kaufland's own bad-title example is instructive: it flags a listing that crammed "Kitchen cabinet 122x60x33cm" into the title alongside keyword spam. The dimensions were not the problem; the spam around them was.
So the size information has three legitimate homes on a Kaufland listing: the structured attributes, the description, and the alt text. What it does not have is the main image.
Do this instead. Build the measured version of the product once, then publish it in the forms each field will accept:
- Structured attributes carry the raw numbers with correct units — this is what filters, comparison widgets and AI assistants read
- The description repeats them in a short table near the top, since that survives translation into all Kaufland storefronts
- Alt text on the first two images states the overall footprint in words
- Supporting images show the product from the angles that make scale legible — a full front elevation, a side profile, and one detail crop against a recognisable reference already in the shot, such as the drawer it opens into
- The annotated spec diagram lives in the description block or your own catalogue and RFQ pack, not in the marketplace gallery
That last line is where most sellers give up, because producing a measured diagram usually means a designer, a week, and a file nobody can update. It should not. The work is dull and mechanical: snap the annotation to the real edge of the object so the number reflects an actual measurement rather than an estimate, keep the annotation layer live so a 200 cm cabinet that becomes 198 cm is a one-field edit rather than a reshoot, then export the same source at each channel's spec size. That is also the difference between measurement software and an AI image generator: one reports what it measured, the other invents a number that looks plausible next to the product. On a marketplace where the image cannot carry text, the measured source file is the asset — because it feeds the description table, the attributes and the alt text from one place. If you want to see how that pack is assembled for a bulky-goods catalogue, start with the furniture spec diagram layout, and check your numbers against standard wardrobe dimensions before you publish them in nine countries.
Scenario E: your main image shows the product in its packaging
Common with tools, hardware, and anything sold in retail-ready boxes. It is explicitly on Kaufland's poor-images list: "Depiction of the packaging on the main image."
The first photo has to show the product itself, in full, as a clear silhouette on white. Packaging can appear in a supporting image if the box genuinely matters — retail display, a gift set, a multi-pack — but it cannot be the thing the buyer sees first.
Related and easy to miss: "Only photographs of products and accessories included in the scope of delivery." If your hero shot stages the shelf with books, plants and a lamp you do not ship, that is not a styling choice, it is a scope-of-delivery problem.
Decision matrix
In practice, Kaufland product image requirements come down to six decisions. Find your row, make the move, move on.
| Your situation | Highest-risk rule | The move |
|---|---|---|
| Gallery built on text infographics | No text, logos, symbols or flags | Clean images; numbers into description, attributes, alt text |
| Images at 1,024–1,600 px | Zoom recommendation of 2,048 px | Re-export at 2,048 px on the long side; keep under 10 MB |
Feed lacks picture.alt_text |
Alt text required since June 2025 | Add the column; state dimensions in words |
| Bulky goods, size-led purchase | Nowhere on the image to put a number | Attributes + description table + alt text, from one measured source |
| Packaging in the main image | Packaging depicted on the main image | Product-only cutout first; box moves to a supporting slot |
| Props not in the box | Only products in the scope of delivery | Remove or move to a clearly secondary lifestyle image |
FAQ
What size do Kaufland product images have to be?
A minimum of 1,024 px in height or width is the stated standard size, but Kaufland recommends at least 2,048 px in height or width for all product images so the zoom function works. Maximum file size is 10 MB, and .png, .jpg, .jpeg, .webp, .tiff and .gif are accepted.
Can I put text on Kaufland product images?
No. The guideline's prohibited list includes "No text, logos, symbols or flags," and its examples of poor product images include text on the image, the product name on the image, and advertising slogans. Put the words in the description, the attributes and the alt text instead.
Does the Kaufland main image need a white background?
Yes for the first photo — the guideline requires a "clear silhouette of the product visible on a white background in the first photo," and notes this is necessary for Google Shopping among other channels. It also bans shadows, frames and white space, and rules out a snapshot as the main image.
Is alt text mandatory on Kaufland?
Yes. Kaufland states that since June 2025 it has been a legal requirement to add alternative text for product images, implemented as a picture.alt_text column in the CSV feed or the pencil icon in the Seller Portal. The underlying obligation is the European Accessibility Act, which applies to e-commerce services from 28 June 2025.
How many images should a Kaufland listing have?
Between 5 and 10, from different perspectives plus detail shots. Fewer than five leaves obvious angles unanswered on a size-led product; more than ten is not accepted as a place to hide an infographic.
Sources & References
- Kaufland Global Marketplace — Product Data Guidelines: product images, recommended image sizes, prohibited elements and alt text
- Kaufland Global Marketplace — Seller University
- Kaufland Global Marketplace — e-Commerce Day 2026 recap: expansion into Spain and the Netherlands, 220 million potential customers
- EUR-Lex — Directive (EU) 2019/882 (European Accessibility Act), applicable to e-commerce services from 28 June 2025
- Google Merchant Center Help — product image requirements for Shopping feeds