Why a card needs video
On a marketplace the buyer cannot pick the product up. Video partly makes up for that: it shows volume, texture, how the item looks in motion and in real life. So platforms give video dedicated spots: the video cover (a clip instead of the first photo in the catalog) and video inside the card’s gallery.
This used to mean a shoot with a videographer at thousands of rubles per product. Now a good photo and AI are enough.
Two types of video
Video cover. A short clip that plays in the catalog instead of the first picture. People watch it silently, on a phone, for a couple of seconds. The task: stop the scroll and show right away what the product is. On Ozon the essentials must be clear in the first 8 seconds; after that the buyer is already scrolling.
Video in the card. A clip in the gallery, opened by people who are already interested. Here you can show details, usage scenarios and contents.
Platform requirements
Both platforms accept MP4 and MOV, and the size limit for a regular video is usually 50 MB. Video covers and gallery videos have different aspect ratio and duration requirements, and platforms change them from time to time.
Practical rule: before generating, open the requirements section in your seller account and set the right aspect ratio before generation. Cropping a finished clip is bad: the composition goes along with the edges.
Which model to choose
KADR prices, 6 seconds, 1080p, sound off, October 2026:
| Model | Rubles | Best for |
|---|---|---|
| Veo 3.1 Lite | ~51 | a simple push-in or orbit, at scale across the whole catalog |
| Seedance 1.5 Pro | ~73 | inexpensive clips with neat motion |
| Veo 3.1 Fast | ~101 | better light and detail |
| Kling v3 | ~112 | clothing on a model, people moving |
| Seedance 2.0 | ~572 | a story clip, the product in a scene |
This is not a public offer.
For most products Veo 3.1 Lite or Fast is enough. Kling is needed when there is a person in the frame: a model in your clothing, hands using the product. The full comparison of models: which AI to choose for video.
How to do it: step by step
1. Prepare the photo. One sharp photo of the product in good light, the whole product in frame, no extra objects. If the photo is on a kitchen table, first replace the background with an editing model; this is covered in the article on product cards with AI.
2. Set the format and turn sound off. Aspect ratio per the platform’s requirements. A video cover does not need sound, and without it the clip costs half as much.
3. Write a prompt with minimal motion. The main rule of product video: the less motion, the less the model will spoil the product.
4. Generate 2 to 3 variants and pick the best.
5. Check every frame. Colour, shape, logo, text on the packaging, number of parts. If the product «melts» at some point, do not publish the clip.
Prompts that work
Ready templates; plug in your product:
- Slow push-in: «Slow push-in camera on the product, soft studio light, clean background, product stays unchanged, no rotation».
- Half orbit: «Slow 30 degree orbit around the product, product stays static, soft shadows, premium look».
- Play of light: «Static camera, soft light slowly moves across the product surface, gentle reflections, calm atmosphere».
- Product in an interior: «Static wide shot, product on a wooden table in a cozy living room, curtains gently moving, warm morning light».
You can write in Russian too, but models read technical terms in English more precisely. If you do not want to write it yourself, KADR has an «Improve» button that rewrites the prompt and suggests a model and settings, and a «Product ad» mode that comes up with the clip’s script itself.
What not to do
- Do not ask to rotate the product 360 degrees. The model has not seen the back and will invent it. The buyer will see one thing and receive another.
- Do not generate the product from scratch. Only from a photo of the real product.
- Do not add what is not in the box. If the video shows cups next to a coffee machine and the box has none, that is grounds for a return.
- Do not overload the frame. The product must be the hero, especially in a video cover.
If there is a person in the frame, note that some models, Seedance for example, may refuse a request with a real face. In that case switch to Kling.
What video for the whole catalog costs
Example: 50 products, one video cover each, Veo 3.1 Lite, 1080p, no sound. 50 × 51 rubles = 2550 rubles. With a margin for failed attempts (×2.5), about 6400 rubles for the whole catalog. Shooting that volume with a videographer would cost an order of magnitude more.
In short
A video for a Wildberries or Ozon card is made from one product photo: slow camera movement, clean light, sound off. Inexpensive models like Veo 3.1 Lite are enough for most products; Kling is needed for clothing on people. The main rule: minimal motion and checking every frame, so the product in the video matches the product in the box.
