As a portrait photographer, I tend to avoid ultra-wide lenses like I avoid crowds in flu season. But when Sony introduced the first native E-mount fisheye, I felt strangely inspired to combine my favorite photography genre – portraits – with the wild world of a lens that can see in 180°.

The Sony FE 8-14mm f/3.5 Fisheye G captures an unusually wide 180° view, creating the classic circular "fisheye lens look" at 8mm but filling the frame and still getting that classic fisheye distortion at 14mm.

Portraits are perhaps an unusual genre – though certainly not unheard of – for a fisheye. But, inspired by the wacky perspective, I wanted to shoot in an equally wild location.

Grabbing the new 8-14mm f/3.5 Fisheye G and the Sony A7 V, I drove to the most colorful location I could think of and headed to a brightly-colored mural painted across a set of silos.

The mural, Shine Bright Saginaw, is actually the second-largest in the US, painted by Okuda San Miguel along with a team of local artists.

I was drawn to the location by both its size and wild colors – after all, why shoot with a 180° lens without an oversized scene?

Fisheye lenses embrace the barrel distortion of an ultra-wide view, rather than trying to correct that “imperfection.” Straight lines warp into a curve and, when angled just right, the lens creates almost what looks like the reverse of a 360 camera’s “tiny planet” effect.

Along with embracing barrel distortion, the 180° view succumbs to a lot of perspective distortion – but when used appropriately, that distortion can create kooky images that feel more fun than warped.

Anything up close to the lens will look far larger than anything even just slightly farther away. The 8-14mm f/3.5 Fisheye G can shoot as close as 150mm / 5.91 inches, so there’s plenty of room for exaggerating that fisheye look by getting in close.

Fitting a 180° view into one frame is a challenge in that there’s very little ability to crop any distractions out of the scene.

I had to be careful posing and angling the camera to embrace the distortion where I wanted but not where I didn’t. I also had to be careful not to get my own feet in the frame, as 8mm is so wide that even the lens hood will show in the shot.

Aside from resisting the itch to clone out background litter, I didn’t even feel like I had to edit the photos – the images here are all JPEGs. (The header image has a black border added, as a 16:9 will crop into the circle – something for videographers to take note of.)

I’m a portrait photographer whose 50mm – which has a 75mm equivalent look on my APS-C camera – rarely ever leaves my mirrorless body. But shooting with Sony’s first E-mount fisheye was a lot more fun than I expected.

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Sony has made just about every conventional lens you could ask for at this point, so perhaps it was inevitable that things were going to get a little more niche.

The Sony FE 8-14mm F3.5 Fisheye G is Sony’s first fisheye lens for its full-frame E-mount system, and rather than starting with a straightforward prime, Sony has gone straight for a zoom capable of switching between circular and diagonal fisheye perspectives.

At 8mm, the lens offers a 180-degree field of view with the familiar circular fisheye image, and zoom up to 14mm, and the image gradually expands until it fills the whole frame. It's definitely more flexible than the typical fisheye prime, but it's still a unique perspective and is going to complement rather than replace any of the best Sony lenses already in your bag.

Specifications

Price

The Sony FE 8-14mm F3.5 Fisheye G is set to cost $1,599 / £1,499 / €1,700 at launch.

Calling $1,599 cheap would clearly be stretching things, but I actually think Sony pitching this as part of the G series is a smart move, rather than being transformed into a G Master lens with a corresponding price tag. Fisheyes are maybe a lens that comes out more occasionally for most photographers, so perhaps not worth dedicating a large portion of a lens budget to.

If you do only want to dip a toe in extreme wide-angle, there are plenty of much, much cheaper fisheyes from third-party manufacturers. The Laowa 8-15mm f/2.8 FF Zoom Fisheye lens offers a nearly like-for-like focal length (albeit without autofocus) for around $700, or 7Artisans will sell you a fixed 7.5mm f/2 Fisheye lens for about $150.

Sony’s advantage is that this is considerably more sophisticated than most of those alternatives, particularly thanks to its autofocus, internal zoom, and flexible focal range, but you'll pay for those advancements.

Design & Handling

The first thing that struck me when the Sony 8-14mm arrived was just how impressively small it is. I knew the dimensions beforehand (314g and 82.8mm long), but I was still shocked when I actually pulled it out of the box. Mounted on the Sony A7 V, it looks petite.

Fortunately, Sony hasn't achieved that by stripping everything useful from the barrel. This has the usual reassuring G-series build quality with dust and moisture resistance. Alongside the zoom ring, there is an aperture ring that can be de-clicked for video, a manual focus ring, a zoom lock switch, a customizable button and a focus-mode switch.

The lens also uses an internal zoom, which is particularly welcome for videographers, as nothing changes externally as you move between 8mm and 14mm, which makes balancing the lens on a gimbal considerably easier.

My only irritation with the design is the lens hood. At 8mm (up until around 11mm), it has to be removed entirely because otherwise it would encroach on the circular image. That is understandable because, well, physics, but repeatedly taking the hood on and off becomes a little frustrating. You could leave it off permanently, but I would be reluctant to, as that large curved front element looks extremely vulnerable without anything protecting it.

That bulbous front element also rules out conventional screw-in filters, so Sony has included a rear filter holder instead. I’m glad it is there, although anyone already invested heavily in conventional circular filters may find themselves having to buy a few more accessories.

Performance

A fisheye lens is always a unique one to review, as it really comes down a lot to how much you like the fisheye look. Fisheyes also can't really be so easily judged by the same metrics as other lenses – distortion is basically the entire point.

At 8mm, the Sony produces the full circular fisheye effect, surrounded by the characteristic black border around the image area. As you zoom through the range, the image circle expands until it fills the frame, hitting the corners at around 13-14mm. Basically, there is still an obvious fisheye look through most of the zoom range, although the effect becomes progressively less dramatic toward the long end.

Optically, I was pleasantly surprised. Sharpness in the center is very good, but what impressed me most was how well detail holds together toward the edges. Given how aggressively the lens is bending the scene, I expected considerably more of a drop-off.

At 8mm, zooming right into images reveals slightly less crisp detail than I saw at 14mm around the edges, especially wide open, but in real-world viewing I don't think most people would notice. Fringing and chromatic aberration are also remarkably well controlled for something this wide, although there is a telltale blue ring around the outside of the circle, but this can be tackled in post if you don't like the look.

One thing to note: at 14mm, the lens is a diagonal fisheye by design. This lens does not have the flat rendering of a conventional rectilinear 14mm prime. So there is still noticeable distortion toward the corners. Lightroom can pull some of this back, although not completely.

Autofocus is excellent. It feels every bit as quick and reliable as any other recent Sony G lens I have used, and it had no issue tracking human subjects in my testing. Sony also says it can keep up with 120fps stills shooting and 240p video autofocus on compatible cameras.

The 0.15m minimum focusing distance also lets you get extremely close. Whether you actually want an extreme fisheye close-up is another question entirely, but if it works for you creatively, then it's possible.

My only minor disappointment is when it comes to video. While I can't fault the autofocus speed or the image quality, video cropping does spoil the perfect circular fisheye look.

Slow to embrace open gate, most Sony cameras use a 16:9 crop for video, which cuts off the edges of the image circle at 8mm – and that's without any electronic image stabilization on.

If you do need Sony's Active or Dynamic Active stabilization – for example, shooting sports like skateboarding, which this lens is perfect for – then it cuts into the circular image much further. You still get a unique look, but I wish I could preserve that perfect circular image.

Note: If you are looking for our usual lab testing results, unfortunately, we are unable to test fisheye lenses, as it's impossible to frame our testing chart with a 180º field of view!

Verdict

Sony's first-party full-frame lineup has been sorely missing a fisheye, but it has finally delivered one, and I think it was worth the wait. The Sony FE 8-14mm f/3.5 Fisheye G is surprisingly small, reassuringly well built, quick to focus, and optically much better than I expected from such an extreme design.

The real advantage, though, is the zoom. Being able to move from a circular fisheye at 8mm to a full-frame perspective at 14mm gives it considerably more creative flexibility than a fixed fisheye prime. I found that made it much easier to experiment with different compositions, and it was just a lot of fun to shoot with.

Although there is no getting around the fact that this remains a niche optic. At $1,599, it is a significant investment for something many photographers may only pull out occasionally, and there are far cheaper ways to experiment with fisheye photography. But I am glad Sony resisted the temptation to turn this into an even more expensive G Master.

For photographers, filmmakers, and content creators who genuinely want/need these extreme perspectives, the FE 8-14mm f/3.5 Fisheye G is a compact and impressively polished addition to Sony's lineup.

Alternatives

Sony’s early push into full-frame mirrorless means the E-Mount lens family has a wealth of different options, but one category has remained suspiciously absent until now: A fisheye. The Sony FE 8-14mm f/3.5 Fisheye G is the first Sony-branded fisheye for the mirrorless E-Mount system.

Announced on September 8, the Sony 8-14mm brings the ultra-wide distortion the lens type is known for into the E-Mount system with a bit of control. At 8mm, the lens shoots the classic round fisheye image on a black border, but at 14mm, the zoom becomes a rectilinear fisheye that fills the frame yet still has that extreme curved barrel distortion.

The lens can also shoot two different looks – equidistant or equisolid. Under the default distortion compensation-off settings, the lens is more “equidistant,” with a more even image distribution and less enlargement at the center. The lens creates an ”equisolid” look where the center looks larger, and the edges look more compressed with distortion compensation set to auto. (Shooting in RAW, the distortion settings can be adjusted after the shot with Sony Imaging Edge Desktop.)

The E-Mount system has a small handful of third-party fisheye options, but the lenses that mix a circular and rectilinear look in one using zoom are manual-focus-only options like the Laowa 8-15mm f/2.8 FF Zoom Fisheye.

That’s not the case with Sony’s first mirrorless fisheye, which uses two autofocus motors that Sony says are capable of keeping up with cameras with 120fps autofocus readouts.

The lens can focus as close as .15m / 5.91 inches from the front of the lens, creating some .22x closeup opportunities mixed with unusual fisheye distortion.

The Sony 8-14mm Fisheye is unusually narrow and compact, considering the optics needed for an ultra-wide view tend to create bulky lenses. But Sony’s streamlined design for the new fisheye is very much on purpose.

Besides the 314g weight making the lens easier to carry around – and smaller and lighter than the Laowa fisheye zoom – the lens is unusually narrow. That’s in part because Sony built the lens to also work with the Venus extension system to create a 3D VR setup with two lenses side-by-side.

For video, a 16:9 aspect ratio will crop the top and bottom of circular images, but cameras with 3:2 Open Gate can preserve the full circle.

The lens’ design also includes a focus lock switch for shooting astrophotography, as well as a zoom lock switch and seals for dust and moisture resistance.

I was able to shoot a few photos on the new Sony 8-14mm Fisheye mounted on the A7 V. Fisheye lenses create a bit of a quirky look that doesn’t work for every genre, but I found shooting with Sony’s fisheye to be far more fun than I expected.

Images are sharp and colorful, but mixed with the highly exaggerated perspectives of a fisheye. The only problem that I ran into is that the hood does need to be removed for shooting at 8mm – that and, as someone who doesn’t normally shoot with a fisheye, I had to constantly check the edges and make sure I didn’t accidentally get my own feet inside the ultra-wide 180-degree perspective.

The Sony FE 8-14mm f/3.5 Fisheye G will begin shipping in early October, with an expected list price of about $1,599 / £1,499 / CA$1,999.

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The big three camera market leaders are Canon, Nikon, and Sony. Now, fresh sales numbers from major Japanese retailer Kitamura are in, and one global player accounts for 50% of the Top 10 best-selling cameras in August 2026, while one brand is nowhere to be found.

According to Kitamura, Sony takes 5 out of the Top 10 spots. Nikon didn't make the ranking with a single camera.

At No.1 sits the Sony A7C II, "recommended for users who want to carry a full-frame camera with them at all times and don't want to compromise on performance," as Kitamura explains. Right behind is Sony's A6700 in No.2, followed by the A7 IV. Sony's latest full-frame release, the A7 V, takes No.6 and the ZV-E10 II comes ninth.

Canon has two models: the Canon EOS R6 Mark II and Canon EOS R6 Mark III, placed fourth and tenth.

OM System and Fujifilm fill the remaining three spots in the sales ranking. The OM System OM-5 Mark II 12-45mm f/4 Pro Lens Kit comes fifth; the OM System OM-1 Mark II is seventh, and the Fujifilm X-M5 XC15-45mm Lens Kit is eighth.

Kitamura's 10 best-selling cameras, August 2026

1. Sony A7C II
2. Sony A6700 High-Magnification Zoom Lens Kit
3. Sony A7 IV Zoom Lens Kit
4. Canon EOS R6 Mark II
5. OM System OM-5 Mark II 12-45mm f/4 Pro Lens Kit
6. Sony A7 V
7. OM System OM-1 Mark II
8. Fujifilm X-M5 XC15-45mm Lens Kit
9. Sony ZV-E10 II Power Zoom Lens Kit
10. Canon EOS R6 Mark III

Sony's chart-topping cameras

No.1 Sony A7C II
Kitamura says, "The successor to the A7C, which debuted as the world's smallest and lightest full-frame mirrorless camera. Packed with the latest features into a compact body, it delivers performance that exceeds its appearance."

No.2 Sony A6700
"This kit includes the A6700 camera and the high-magnification zoom lens "E 18-135mm F3.5-5.6 OSS".

"Despite its compact size, this lens can zoom up to the equivalent of 202.5mm, allowing you to shoot a wide range of subjects, including landscapes, snapshots, flowers, animals, and sports, all with just this one lens," explains Kitamura.

No. 3 Sony A7 IV
Kitamura says, "This camera is Sony's most standard full-frame mirrorless camera. With high-precision real-time tracking, it keeps track of your subject, ensuring you never miss a moment for both still images and videos."

No.6 Sony A7 V
"The A7 series has finally reached its 5th generation.

"By adopting a newly integrated partial-stacked sensor and the next-generation image processing engine "BIONZ XR2," it achieves highly accurate AI subject recognition and blackout-free continuous shooting at up to approximately 30 frames per second.

"It is a high-performance camera that is hard to believe is a basic model," explains Kitamura"

No.9 Sony ZV-E10 II
Kitamura says, "This is the successor to the ZV-E10, which has gained popularity as a video camera for shooting vlogs and YouTube videos.

"It features the same BIONZ XR image processing engine as higher-end models, resulting in improved video capabilities and autofocus performance. It's a recommended camera for anyone who wants to shoot cinematic videos."

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The latest mirrorless cameras often come with anything but an affordable price tag, which is one reason buying used gear remains so popular. New data from Japanese camera marketplace Minna Camera shows that one DSLR in particular has risen in popularity over the last month, skipping 31 positions in just 4 weeks, to landing at number 1.

This camera is the Canon EOS 7D Mark II, launched back in November 2014, making it nearly 12 years old. Part of Canon's high-end APS-C DSLR line, it performs well in harsh conditions and its AF (autofocus) system gets moving subjects sharp quickly, making it a favorite among sports and action photographers.

Another notable success was achieved by a mirrorless camera, as the Sony ZV-E10 lands at number 9 after previously ranking at 65. Released in 2021, the very likeable little APS-C camera is not discontinued – which is a rarity in the top 10, as 70% of the models on the list are no longer in production.

Top 10 traded cameras at Minna Cameras (Aug 2026)*

*Release year, discontinued status and approx. used prices in USD and GBP added by Digital Camera World.

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As a tech reporter and photographer, I find some of the top trending camera lists easy to predict – but I never would have predicted the unusual mashup leading the top trending cameras in the US right now. Newly launched cameras like the Sony RX10 V bridge camera and popular mirrorless Canon EOS R6 Mark III are sitting mixed in with the strange Godox C100 compact viewfinder camera and even an eight-year-old DSLR, the Canon EOS Rebel T7.

The insight comes from US retailer B&H, who recently shared the list of top trending cameras for August 2026 with Digital Camera World.

The Sony RX10 V leads the top trending list for the second month in a row. The newly launched bridge camera revives the popular one-inch sensor paired with a 25x zoom lens. The bridge camera feels like the opposite of the compact camera trend with its beefy bridge-style design, but the camera is built to replace multiple lenses with its 24-600mm equivalent lens.

The RX10 V is followed by what reviewer James Artaius says is the “weirdest camera ever,” the Godox C100. The camera is 50 percent screen and doubles as a light meter, but the 2MP resolution, $45 / £39 price point, and the slim design also feel reminiscent of the trend behind the Kodak Charmera. The unusual design for the C100 is proving to be quite popular, with the C100 also appearing on the trends list for July.

The list isn’t without high-end mirrorless cameras, however. The Canon EOS R6 Mark III ranks high on the list of August trends. Launched late in 2025, the R6 Mark III was dubbed the “new yardstick by which other hybrids will be measured,” thanks to its mix of 32.5MP 40fps stills and 7K 60p open gate.

Perhaps the most unusual camera to hit the trends list, however, isn’t a fresh launch but an aging DSLR: the Canon EOS Rebel T7 (EOS 2000D). DSLRs have been steadily declining in popularity in recent years, so it’s unusual to find one hitting the trends list. The T7, however, still has a key feature going for it – it only costs $500 with a kit lens right now.

Still, while the T7 has an excellent price, Canon isn’t without similarly priced mirrorless kits like the EOS R100 – which has the same resolution in a smaller design with a more advanced autofocus system.

The DSLR is followed by another Canon mirrorless, this one even more pro-level: The Canon EOS R5 Mark II. The R5 Mark II, launched in 2024, brings a 45MP resolution with 8K 60 video, and yet still manages a speedy 30 fps burst mode.

The Sony mirrorless that has been hitting top trends lists in Japan since its launch continues to make an appearance on trend lists in the US. The Sony A7 V brings 33MP and 30 fps capabilities to Sony’s more affordable member in the full-frame Alpha series, along with upgraded subject recognition autofocus and stabilization up to 7.5 stops.

Several viral compact cameras also continue to impact camera trends in the US. The Fujifilm X100VI – which is still currently out of stock at B&H – makes the list with its compact retro design and 40.2MP sensor.

Canon’s pocketable zoom camera, the PowerShot SX740 HS, is also trending. Leica’s luxury Micro Four Thirds compact camera, the D-Lux 8, is also trending, but it's the new Metal Gray colorway that made the trends list. The more pocketable sibling to the RX10 V, the Sony RX100 VII, also makes the list of August trends.

Finally, the top performer from Sony’s crop sensor still camera series, the Sony A6700, also hit the trends list for August.

Top trending cameras at B&H for August 2026

• Sony RX10 V
• Godox C100 Mini Camera
• Canon EOS R6 Mark III
• Canon EOS Rebel T7 / EOS 2000D with 18-55mm lens
• Canon EOS R5 Mark II
• Sony A7 V
• Fujifilm X100VI
• Canon PowerShot SX740 HS
• Leica D-Lux 8
• Sony RX100 VII
• Sony A6700

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One of the key pieces to Sony’s mirrorless success is the speed made possible by the world’s largest sensor manufacturer’s stacked designs. But while Sony makes stacked sensors for full-frame mirrorless and stacked one-inch sensors in cameras like the RX10 V and RX100 VII, Sony’s APS-C mirrorless lineup skips the layered sensor built for speed.

Fresh reports are circulating that Sony’s sensor division is working on a 26MP APS-C stacked sensor. While Sony has yet to confirm the existence of such technology, the report is fanning the flames of rumors for potential new cameras such the Sony A6900 or a cinema-grade APS-C camera like the Sony FX30 II.

Sony’s stacked shutter design is the reason why cameras like the new Sony A7R VI can shoot at 30fps and 67MP when high-resolution cameras have traditionally been far slower than lower-resolution models.

The stacked design isn’t relegated only to Sony’s high-end mirrorless cameras either, with the layered sensor design also popping up in cameras like the RX10 V bridge camera and the RX100 VII compact camera – not to mention the stacked sensors inside some Sony smartphones. In fact, Sony first brought a stacked one-inch sensor to compact cameras in 2015.

Ten years after bringing the stacked design to compact cameras, I think it’s a fair question to ask when Sony could fill the gap between compact and full frame with an APS-C sensor.

Stacked sensors give the imaging chip dedicated layers for memory in order to speed up processing times. The result is faster burst speeds for stills and faster video frame rates.

Such an upgrade would make sense for the theoretical update to the A6700, as Sony’s more advanced stills-focused APS-C model is a good budget option for genres like sports and wildlife. But the rumors are calling for Sony’s upcoming sensor to be 26MP, which wouldn’t offer a resolution boost over the current model.

Without confirmation from Sony, it’s unclear if the brand’s next mirrorless camera could feature a stacked sensor design. Sony is the world’s largest sensor manufacturer, and even if the rumored sensor exists, there’s still a good chance that it isn’t destined for one of Sony’s mirrorless cameras.

But, having used the Sony a6400 as a budget birding camera and having also shot with the A7 V and A7R VI, I would love to see Sony’s stacked sensors come to the A6000 series.

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The top three camera makers in Japan have shifted – but a new report is hinting why. Earlier this year, a tally of the top camera makers in Japan showed that Fujifilm had pushed Nikon out of the top three in a major industry shakeup. But a new report reveals that, when it comes to mirrorless cameras, Nikon still sits in the top three.

The new data from Toyo Keizai Inc. takes a different approach than the Nikkei report that first hinted that Fujifilm is now one of the top three camera makers in Japan. The new report shows different numbers for one key reason: The report breaks down the cameras by category.

Comparing the two industry reports reveals that, while Fujifilm has risen up the ranks to spot three, narrowing down the list to just mirrorless cameras doesn’t have the same shakeup. Looking at the number of mirrorless cameras shipped, Canon, Sony, and Nikon are still leading the list.

According to the mirrorless camera report, Canon led with 2.3 million mirrorless cameras, followed by Sony with 1.8 million, Nikon with 860,000, Fujifilm with 750,000, Panasonic at 270,000, and OM System at 120,000.

The two contrasting reports suggest that it’s Fujifilm’s compact cameras like the X100VI and X Half that have pushed the brand into the top three, as when considering just the mirrorless cameras, Fujifilm still sits in fourth.

But while Fujifilm needs the sales of the viral X100VI in order to overtake the longstanding Nikon, the data also reveals just how much growth the company has had in the past two years for mirrorless alone. From 2023 to 2025, Fujifilm has almost doubled the number of mirrorless cameras shipped, moving from 380,000 to 750,000.

Based on the numbers in the overall report, that leaves Fujifilm with a whopping 410,000 compact cameras shipped in 2025 – though that number could include Instax as well as popular models like the X100VI.

Canon still leads even when doing a bit of math to see how many compact cameras were shipped last year. With 4.5 million cameras sold, 2.05 million of those were mirrorless cameras, and 580,000 were DSLRs. That suggests that Canon sold around 1.87 million cameras that didn’t fall into either interchangeable lens category.

Sony sold 2.42 million cameras, according to the report, with 1.8 million of those as mirrorless, leaving around 620,000 fixed lens cameras.

Breaking down the camera shipments by category also shows just how small the DSLR numbers are. Canon shipped around 580,000 DSLRs and Nikon 60,000. While the shrinking DSLR market is expected as brands focus remains on mirrorless, Canon’s DSLR numbers still remain above half a million.

Pentax, the camera brand that remains committed to DSLRs over mirrorless, shipped just 10,000 DSLRs, according to the report.

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Chris Burkard says that sometimes getting ready for the shoot is half the battle – but there are a few pieces of gear that the adventure photographer always has in his bag.

In a quirky video series for Sony Alpha’s YouTube Channel, Burkard kits out a new photographer as if he’s building a character inside of a video game. The humorous short starts with weather-appropriate clothing, including closed-toed shoes, a puffer jacket, and a rain shell oversized enough to tuck a camera inside in the event of a downpour.

Burkard is a Sony Artisan of Imagery and, naturally, as part of Sony’s ambassador program, the photographer isn’t shy about sharing what gear he uses. He’s previously shared kits that include three mirrorless cameras along with a compact camera and several lenses. But the video shares some insight into what kit Burkard would build for a more streamlined setup, along with what lens is always in his bag, and what lens is his favorite.

The lens that Burkard says is "always in my bag" is a 24-70mm f/2.8 workhorse zoom – more specifically, he uses Sony’s second generation of the workhorse, the Sony FE 24-70mm f/2.8 GM II. The second generation improves the workhorse lens’ handling with a lighter design and more robust weather-sealing, while also improving sharpness and reducing chromatic aberration.

His favorite lens, however, is even wider than that workhorse: the Sony FE 16-35mm f/2.8 GM II. DCW Reviews Editor Gareth Bevan noted that the second-generation lens isn’t just lighter and more compact than the original, but is also sharper, with noticeable improvements in distortion and vignetting.

Beyond those two favorites, the streamlined kit that Burkard builds finishes what’s commonly referred to as the “holy trinity” of lenses, adding the Sony FE 70-200mm f/2.8 GM OSS II to the trio of zooms in the kit.

Burkard chooses just one prime lens for the streamlined kit: the Sony FE 24mm f/1.4 GM, which he says he grabs for night photography and a shallower depth of field than the f/2.8 zooms.

As for the camera body, Burkard builds the kit around the Sony A7R V, which the photographer calls his “high-resolution workhorse for shooting landscapes in the field.” While Sony now has the newly launched A7R VI, the A7R V remains available at a lower price point than the latest model.

The video is part of a new Sony and Burkard video collab, Inside, Out There, a series of short videos that’s about “learning to see the world with more intention.”

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The Sony A7 V has made a major impact since launching, taking the top spot at Japan's biggest camera retailers month after month and quickly establishing itself as one of the most popular mirrorless cameras.

Now the full-frame camera has added another major industry award to its growing collection – having previously won Best Full Frame Expert Camera at the TIPA World Awards and Camera of the Year at the Camera Grand Prix 2026 – with EISA naming the A7 V Camera of the Year 2026-2027.

The Expert Imaging and Sound Association, EISA, is a major consumer technology awards group comprising 51 technology-related publications and announces winners across a range of technology product categories, including hi-fi audio, home theater and photography.

EISA Camera of the Year 2026-2027

EISA says, "The Sony Alpha 7 V is a weather-sealed full-frame camera that’s suitable for virtually any application. It combines tried-and-tested features such as 5-axis image stabilization with cutting-edge photographic technology.

"Its partially stacked Exmor RS CMOS image sensor delivers 33 megapixels while enabling shooting at 30 frames per second to provide blackout-free continuous shooting.

"It employs Sony’s latest BIONZ XR2 processor, with an integrated AI processing unit that supports autofocus with real-time subject recognition including human pose estimation.

"It’s also a very good video camera that’s capable of 4K recording at 60fps, or 120fps with a Super35 crop. Whether in the studio or outdoors, the Sony Alpha 7 V is a reliable and high-performance camera for discerning photographers."

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Japan's latest compact camera sales figures from major retailer Yodobashi are in – and in the Top 10 chart for the first half of August 2026 are many cult point-and-shoot cameras that are years old. At the top of the ranking sits a compact first released eight years ago, then relaunched in 2024 with essentially the same technology.

The Canon PowerShot SX740 HS / Lite takes the crown despite the wave of new compact camera launches lately, including Panasonic champions like the Lumix L10 or ZS300 / TZ300. It is hard to find stock, with second-hand prices often climbing above its original RRP of $699.95 / £549.99.

Yodobashi also reveals just how high demand is for some of the cameras on the list: four of the Top 10 are currently on backorder, including the No.1, the Canon PowerShot G7 X Mark III (No.2), Ricoh GR IV (No.4), and Fujifilm X100VI (No.5) – all made the ranking due to previously placed orders. Sony's ZV-1 II also made the Top 10, despite being currently out of production.

Yodobashi's Top 10 best-selling compact cameras, 1st Half Aug 2026

1. Canon PowerShot SX740 HS / Lite | Silver | Black backordered
2. Canon PowerShot G7 X Mark III | Black | Silver backordered
3. Sony ZV-1 II | Black | White currently out of production
4. Ricoh GR IV backordered
5. Fujifilm X100VI | Silver | Black backordered
6. Sony RX10 V
7. Panasonic Lumix TZ99 / ZS99 | Black | White
8. Canon IXY 650M / Elph 360 HS A / Ixus 285 HS A | Black | Silver
9. Kodak Pixpro C1 | Brown | Black
10. Panasonic Lumix TX3 / ZS300 / TZ300 | Black | Graphite Silver

Canon's unbeatable PowerShot compact cameras

When the original Canon PowerShot SX740 HS launched in 2018, the compact camera market looked very different from today. Straightforward point-and-shoots were popular, while premium compacts (now found across the category) were far less common.

Canon clearly found a winning formula with the SX740 HS, and the Lite Edition keeps that formula largely intact. It uses the same core camera technology as the original, with the main difference being the removal of in-camera USB charging in favor of an external battery charger.

The appeal is easy to understand: a genuinely pocketable camera, a huge 40x optical zoom (24–960mm equivalent), and a familiar, straightforward shooting experience – a combination that remains difficult to replace, even as newer compacts arrive with more advanced technology.

Another Canon model making the list is the PowerShot G7 X Mark III, also a model that is years old. It launched in 2019, yet remains one of the most sought-after compact cameras on the market.

Compared with the SX740 HS / Lite, the G7 X Mark II has a 1-inch sensor and a bright 24-100mm equivalent f/1.8-2.8 lens with 4.2x optical zoom.

Featuring a sensor format that is used in many of the best compact cameras, it gives users a big step up in image quality from most camera phones or action cams, also when compared to the smaller 1/2.3-inch sensor of the SX740 HS / Lite.

The Canon G7 X Mark III is more expensive second-hand

Used prices are now often higher than the G7 X Mark III's original retail price.

While this might seem unusual for an older camera, renewed interest in compact cameras and the dedicated shooting experience that differs from shooting with a smartphone are key factors. Social media also helped fuel the point-and-shoot revival.

With the camera now difficult to find in stock, that popularity has collided with limited supply – pushing second-hand prices well above what you'd normally expect from a camera release in 2019.

So while newer compact cameras continue to arrive with more advanced technology, the latest Yodobashi chart shows that buyers are still driven to get one of the established Canon cult models, winning with their proven formula.

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Japan's latest camera sales figures by major retailer Yodobashi are out – and the No.1 is a full-frame mirrorless that many photographers have been waiting for. Since its release in December 2025, the Sony A7 V has regularly topped the sales charts. But the real all-rounder camera champion sits at No.2 and No.4: the Sony A7C II, a compact full-frame that has been on the market for almost three years.

The A7 V is a multi-award-winning camera, having been named Camera of the Year twice by EISA and the Camera Grand Prix, and was also awarded the title Best Full Frame Expert Camera at the TIPA World Awards. When it entered the market around eight months ago, it quickly became one of the most popular cameras in Japan.

But the more interesting success story is the A7C II. Announced in August 2023, it continues to appear among Japan's best-selling mirrorless cameras, beating newer releases more often than some might expect – and there's a good reason why.

Yodobashi's Top 10 best-selling cameras, 1st Half Aug, 2026

1. Sony A7 V
2. Sony A7C II Zoom Lens Kit | Silver | Black
3. Fujifilm X-M5 + XC15-45mm Lens Kit | Silver | Black
4. Sony A7C II | Silver | Black
5. Canon EOS R50 Double Zoom Kit | Black | White
6. Hasselblad X2D II 100C
7. Canon EOS R5 Mark II
8. Canon EOS R10 + RF-S18-150 IS STM Lens Kit
9. Canon EOS R6 Mark II
10. Sony ZV-E10 II Double Zoom Lens Kit | Black | White

The Sony A7 V vs. Sony A7C II

So why is a nearly three-year-old camera still selling alongside Sony's newest full-frame model?

Both the A7 V and A7C II are full-frame mirrorless cameras, but the A7C II has two major advantages: price and portability.

At 514g, it is considerably lighter than the 695g A7 V. The A7C II is currently available for $2,498 / £2,099, while the newer A7 V costs $2,898 / £2,799.

The A7C II is a compact all-rounder that champions performance and portability. It already delivers advanced AF, high-resolution imaging, and solid video capabilities – meaning some users may not see a compelling upgrade in newer models.

That's why, even three years later, the A7C II is still a competitive player in a competitive market that's known to move fast.

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Eight of the Top 10 best-selling lenses in Japan right now come from third-party manufacturers, according to the latest BCN Raking data.

Sigma and Tamron dominate the chart, with four lenses each, while only one Nikon and one Sony lens make the Top 10 – and there isn't a single Canon optic in sight.

The biggest winner is Sigma, whose 18-50mm f/2.8 DC DN | C takes the No.1 spot for Sony E-mount. The same lens also appears at No.2 in Canon RF-mount and No.4 in Fujifilm X-mount, making it one of the most successful individual lens designs in the ranking. Sigma's 28-70mm f/2.8 DG DN | C also takes third place, giving the brand four spots in total.

BCN's Top 10 best-selling lenses, July 2026

1. Sigma 18-50mm f/2.8 DC DN | C (E-mount)
2. Sigma 18-50mm f/2.8 DC DN | C (RF-mount)
3. Sigma 28-70mm f/2.8 DG DN | C (E-mount)
4. Sigma 18-50mm f/2.8 DC DN | C (X-mount)
5. Tamron 17-70mm f/2.8 Di III-A VC RXD (E-mount)
6. Tamron 25-200mm f/2.8-5.6 Di III VXD G2 (E-mount)
7. Nikon Z 24-120mm f/4 S
8. Tamron 70-180mm f/2.8 Di III VC VXD G2 (E-mount)
9. Sony E 70-350mm f/4.5-6.3 G OSS
10. Tamron 50-400mm f/4.5-6.3 Di III VC VXD (E-mount)

Sigma's third party lens success in Japan

Launched for Canon RF in 2024, the Sigma 18-50mm f/2.8 DC DN | C was Sigma's first AF (autofocus) lens for the mount – a long-awaited release for Canon EOS R users.

It's an ideal choice for APS-C cameras such as the EOS R7, R10, R50 and R100 and is priced relatively affordably at $659 / £468 (RF-mount).

It offers a useful standard zoom range equivalent to roughly 27-75mm in full-frame and is lightweight, weighing 290g in Sony E and L-mount versions, 285g for Fujifilm X and 300g for Canon RF.

In our review, we highlighted its lightweight design and constant f/2.8 aperture as its major strengths. We also found its AF to be fast and virtually silent, while build quality and weather resistance were further strengths.

Tamron also claims four spots

Tamron accounts for four of the Top 10, with the 17-70mm f/2.8 Di III-A VC RXD at No.5, followed by the 25-200mm f/2.8-5.6 Di III VXD G2 at No.6, the 70-180mm f/2.8 Di III VC VXD G2 at No.8 and the 50-400mm f/4.5-6.3 Di III VC VXD at No.10. All four are Sony E-mount lenses.

Together, Tamron's lenses span everything from fast standard zooms to all-in-one travel lenses and long telephoto zooms – great alternatives to often larger or more expensive first-party options.

That leaves just two first-party lenses in the chart. Nikon's Z 24-120mm f/4 S comes in at No.7, while Sony's E 70-350mm f/4.5-6.3 G OSS takes ninth place.

Canon, meanwhile, is completely absent from BCN's July Top 10 – despite its hugely popular RF 100-400mm f/5.6-8 IS USM previously claiming top spots across different Japanese retailers, like Kitamura.

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The Expert Imaging and Sound Association (EISA) has announced its 2026/27 winners and, unlike last year, which saw Sony win the sweepstakes across the best lens and best camera categories, this year Nikon has mixed things up.

Each year, EISA – a major consumer technology awards group currently formed of 51 technology-related publications – announces winners across a range of technology product categories, including hi-fi audio, home theater and photography.

2026/27 has seen a new “Lens of the Year”: the Nikon NIKKOR Z 24-70mm f/2.8 S II. The Nikon lens, which has already made a name for itself for producing sharp images across the frame, dethroned the Sony FE 50–150mm f/2 GM.

EISA particularly praised the internal zoom construction for bolstering its video-making abilities, calling the Nikon lens professional glass “without any weaknesses.”

The Nikon win meant that there was no Sony clean sweep like last year, but the mirrorless camera giant did retain its “Camera of the Year” crown, which EISA awarded to the Sony A7 V. The latest installment in Sony’s coveted prosumer range, the A7 V has dominated sales charts in Japan since its release just shy of one year ago.

It has been praised for its 33MP hybrid stills-video performance, thanks to the partially stacked 33MP sensor and BIONZ XR2 processor, which deliver fast readout speeds and reduced rolling shutter artifacts.

EISA – whose expert member publications’ editors test all awarded products – commended the A7 V for its “cutting-edge photographic technology”, making it a suitable rig for “virtually” all kinds of shoots.

Sony also captured the “Professional Camera” award with its A7R VI. The 67MP full-frame beast is Sony’s latest release and combines a new dedicated AI processing unit and a fully stacked sensor. EISA said the professional rig boasted “dramatically improved” subject recognition and tracking compared with the previous model, the A7R V.

In other categories, Fujifilm won the “Best Buy Camera” award with the X-T30 III, while the cropped-sensor giant was also recognized as the best APS-C camera producer thanks to the X-E5.

Tamron captured a pair of awards, too, including “Wide-Angle Zoom” with the 16-30mm f/2.8 Di III VXD G2 and “Standard Zoom Lens” for its 35-100mm f/2.8 Di III VXD.

To see all of the 2026/27 EISA Award winners, head to the awards website.

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New cameras often sit at the top of the best-seller list, but this three-year-old mirrorless camera is still so popular that it ranks in the top three on both the new and used sales lists in Japan: the Sony A7C II.

In the latest data from Japanese retailer Map Camera, the Sony A7C II sits at the very top of the used camera rankings. But the camera also ranks third among the new camera sales for July 2026.

The data highlights the A7C II’s longstanding popularity. Released in 2023, it puts a full-frame Sony sensor into a smaller, rangefinder-inspired camera body.

Mixing parts from other Sony cameras into a smaller body, in his Sony A7C II review my colleague Gareth said it's “still one of your best bets” for creators looking for pro features in a small body.

While the A7C II isn’t cheap, the $2,499 / £2,099 / AU$2,999 / CA$2,999 price point makes it not only a more portable option but also a more affordable one than full-frame cameras like the new Sony A7 V or the A7R VI.

While the A7C II continues to trend in Japan, it isn’t the only camera that hits both new and used lists: joining it are the Canon EOS R6 Mark II and Fujifilm X-E5.

Perhaps even more interesting, however, are the cameras that are trending used – but not as popular among new-in-box sales. The Fujifilm X-T5 sits in the second-place spot on the used list, but not on the new list despite being a current model.

Map Camera, however, says that Fujifilm is facing some supply issues in Japan. The X-T5, the store says, is readily available used.

The Nikon Z50 II sits in the third-place spot on the list of trending used cameras, but doesn’t feature among the new options – though its full-frame sibling, the Z5 II, does.

The Z50 II is one of Nikon’s most affordable mirrorless cameras, but it adopts some of the autofocus features of Nikon’s pricier bodies in a smaller crop-sensor camera.

While Nikon only appears once in the top ten list for new cameras, it hits three times on the used trends list. Besides the Z50 II, the Nikon Zf ranks eighth. And appearing on the used top ten for the first time is the Nikon Z8, which Map Camera says has always tended to be overshadowed by the retro Zf.

The list also highlights how new releases bring older models back into the spotlight among shoppers looking for a used deal. The DJI Osmo Pocket 3 ranks in seventh place on the list, in part due to some users trading up for the newly announced DJI Osmo Pocket 4 and Osmo Pocket 4P.

Trending used cameras at Map Camera for July 2026

1. Sony A7C II
2. Fujifilm X-T5
3. Nikon Z50 II
4. Canon EOS R6 Mark II
5. Sony A7 III
6. Fujifilm X-E5
7. DJI Osmo Pocket 3
8. Nikon Zf
9. Canon EOS R7
10. Nikon Z8

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Japanese electronics retailer Yodobashi Camera has released its top-selling camera rankings for the second half of July 2026. The Sony A7 V reigns at the top spot and, for the first time, its kit bundle featuring an FE 28-70mm f/3.5-5.6 OSS II cracked the chart, landing in the tenth spot.

Yodobashi releases its top 10 best-selling cameras report twice monthly, for the first and second halves of each month, compiling sales data from its online store as well as 24 brick-and-mortar locations across Japan.

Positions 2 to 8 remained the same as for the first half of July, with the 100MP medium format Hasselblad X2D II 100C continuing its unexpected Japanese momentum in third place with the renowned Canon EOS R5 II in seventh.

But the dominance of the A7 V, the latest in Sony’s prosumer A7 lineup, is worthy of note. According to Map Camera, another major Japanese retailer, following its release in late 2025 the A7 V “swept through the market,” dominating Map’s charts for 4 months consecutively.

Yodobashi top 10 digital cameras (second half July 2026)

1. Sony A7 V
2. Sony A7C II kit (FE 28-60mm f/4-5.6)
3. Hasselblad X2D II 100C
4. Sony A7C II
5. Fujifilm X-M5 kit (XC 15-45mm f/3.5-5.6 OIS PZ)
6. Canon EOS R50 double zoom kit (RF-S 18-45mm f/4.5-6.3 IS STM + RF-S 55-210mm f/5-7.1 IS STM)
7. Canon EOS R5 Mark II
8. Nikon Z50 II double zoom kit (Z DX 16-50mm f/3.5-6.3 VR + Z DX 50-250mm f/4.5-6.3 VR)
9. Canon EOS R10 kit (RF-S 18-150mm f/3.5-6.3 IS STM)
10. Sony A7 V kit (FE 28-70mm f/3.5-5.6 OSS II)

It’s no wonder Sony has topped sales charts, considering how well the A7 V is geared toward both stills and video.

The hybrid camera features a 33MP partially stacked sensor, up to 30fps blackout-free shooting, 7.5 stops of in-body image stabilization, plus oversampled 4K 60p video with 4K 120p in a Super35 crop.

However, the Sony rig sits at the higher end of the prosumer hybrid setup price range, with an RRP of $2,899 / £2,799 UK / AU$3,999.

Currently a Sony A7 III shooter, I certainly recommend the A7 V – but there’s an alternative that doesn’t appear in Yodabshi’s best-selling list I’d look at before deciding: the Panasonic Lumix S1R II.

This is Panasonic’s flagship full-frame mirrorless hybrid, featuring a 44MP sensor, Phase Hybrid AF with AI tracking and internal 8K video recording.

Since moving away from the old Depth From Defocus (DFD) contrast-based AF system to the newer Phase Hybrid AF system, Lumix cameras have seen their performance bolstered and popularity grow.

What’s more, not only do the S1R II’s specs rival the Sony A7 V’s, but it’s a flagship model for just $100 more in the US (£100 less in the UK / AU$1,000 more in Australia). So, just because Lumix doesn’t make Japan’s top-10 sales ranking doesn’t mean it isn’t worth considering.

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The leading camera brands have seen another shakeup in rankings, according to a report by Japan’s largest financial newspaper. Retro-camera maker Fujifilm’s viral fame has propelled the company into third place, dropping longstanding Nikon out of the top three.

The insight comes from the Nikkei Industry Map 2027, an annual report coming from the region’s largest financial media outlet, analyzed and shared by Digital Camera Life. The report examines Japan’s camera makers and ranks each brand by the number of cameras shipped.

Canon continues to lead in terms of market share and has strengthened that lead by adding nearly a million camera shipments compared to 2024’s data. That leaves Canon with a 45.7% share – that means nearly half of all digital cameras shipped from Japan bear the Canon name.

That’s followed by Sony, which has now held the number two spot for seven years, thanks to the rise of the Alpha mirrorless series. Sony saw slight growth from 2024’s numbers, moving from 2.33 million cameras shipped to 2.42 million.

But the real shakeup comes in third place: Fujifilm. Nikon has held the third spot since the Sony Alpha series pushed the company down to third in 2019. Nikon’s drop to fourth place is affected somewhat by lower sales – dropping from 960,000 to 880,000 – but Nikon would have held onto the third place spot if Fujifilm hadn’t also seriously jumped up in sales at the same time.

The report suggests that Fujifilm shipped 1.16 million cameras in 2025, up from 740,000 the year before. The data gives concrete insight into Fujifilm’s viral fame.

Fujifilm, known largely for its retro-inspired cameras and color science, started seeing accelerated growth after the X100VI went viral, a two-year-old camera that is still in such demand that it’s hard to find in stock without a wait list.

The X100 series' success has bled into other models, like its mirrorless sibling the Fujifilm X-E5, while more budget-friendly models like the X-M5 and X-T30 III have also sold well for the brand.

Neither Nikon nor Fujifilm has announced a new mirrorless camera yet in 2026.

Although Nikon revised its 2026 projections for slightly lower sales during the last investor report, the company says it expects the interchangeable lens market to remain solid over the medium and long term.

While the numbers drop Nikon out of the top three, that’s not the only unusual shakeup. Ricoh has surpassed OM System, moving from seventh to sixth, behind Panasonic. The reason? Ricoh’s camera shipments tripled over the last year.

While the report doesn’t specifically detail how many of each camera were shipped, Ricoh’s growth is likely due to the success of the Ricoh GR IV series.

The pocketable camera that packs an APS-C sensor has long been a popular option, but Ricoh’s refresh of the series last August and the growth of the compact camera segment is likely giving the brand a significant boost.

That puts OM System in seventh place, the last on the rankings, with 150,000 cameras shipped, which is about 10,000 less than the year before.

Panasonic hasn’t changed rank, in the fifth-place spot, but the numbers show a steep growth from 280,000 cameras to 430,000.

While a majority of the largest camera-makers are based in Japan, the Nikkei report’s regional focus means that brands like Leica (Germany) and Hasselblad (Sweden) aren’t tallied and ranked in the report.

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Compact cameras have been rapidly rising in trends, but the latest list of trending cameras from Japan hints at another trend that may be prevailing over size: zoom. Some 40% of the best-selling compact cameras in Japan have at least 15x zoom, including the newly launched Sony RX10 V bridge camera.

The data comes from Japanese camera retailer Yodobashi’s list of best-selling compacts for the second half of July. While the list includes several repeat offenders – like the top-ranked Canon PowerShot G7 X Mark III, the Canon PowerShot SX740 HS and the viral Fujifilm X100VI – one camera on the list is so new that sales were only open for a single day in July.

The RX10 V only became available on July 31, but the bridge camera came as a surprise announcement after Sony had previously discontinued the 1-inch sensor zoom series without a sign of a replacement.

The RX10 V is hardly a “compact” camera; it weighs about 2 lbs / 1,111g, thanks to a highly versatile 24-600mm equivalent lens. As a bridge camera, it looks more like a small DSLR than a point-and-shoot camera, but Yodobashi defines anything with a fixed, non-removable lens as a “compact camera,” so the superzoom made the list.

The Sony RX10 V sits squarely in the middle of the top ten at spot number five, but that’s quite an impressive ranking for a camera that, technically, only had one day of sales compared to the other cameras on the list that were available during that entire time period.

The RX10 V is one of four cameras on the list with a versatile zoom lens. The PowerShot SX740 HS (second place) has the longest of the bunch with a 40x lens, followed by the Panasonic Lumix TZ99 / ZS99 with a 30x zoom (eighth place), the RX10 V with 25x (fifth place) and the Panasonic Lumix ZS300/TZ300 with a 15x zoom lens (tenth place).

The list hints that zoom remains a key feature for compact cameras – even when that zoom makes the camera no longer pocketable, as is the case with the Sony RX10 V.

While the list is dominated by cameras with zoom, compacts with oversized sensors remain highly popular. The Fujifilm X100VI sits in third place, but is out of stock and likely could have ranked even higher had more been available.

The Ricoh GR IV – which, like the X100VI, has an APS-C sensor – is also so popular that it’s out of stock at the retailer, but still manages to earn a sixth-place spot in the rankings.

While much of the list leans towards cameras with zoom, the GR IV and X100VI use lenses without optical zoom, instead fitting a larger sensor and brighter aperture into a portable design.

The list also includes one popular vlogging camera, the Sony ZV-1 II, which has an 18-50mm equivalent lens.

The list also highlights the popularity of point-and-shoots that sit on the more affordable side, with two budget models on the list, the Canon PowerShot Elph 360 HS A (known as the Canon IXY 650m in Japan) and the Kodak PixPro C1.

The best-selling compact cameras at Yodobashi, second half of July 2026

1. Canon PowerShot G7 X Mark III
2. Canon PowerShot SX740 HS
3. Fujifilm X100VI
4. Sony ZV-1 II
5. Sony RX10 V
6. Ricoh GR IV
7. Canon PowerShot ELPH 360 HS A
8. Panasonic Lumix TZ99
9. Kodak Pixpro C1
10. Panasonic Lumix ZS300/TZ300

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Sony’s latest cinema camera, the FX5, was announced back in July to enormous fanfare, huge excitement and massive sales. However, those who put their pre-orders down are going to have to wait – as the previous warnings of shipping delays until September have now turned into an indefinite postponement, with no official release date.

In a statement on its Japanese website, Sony announced that the release of the FX5 and its related accessories – an OLED viewfinder, an XLR handle unit and a timecode adapter cable – will be postponed due to unspecified "production issues".

The announcement comes pretty close to the last-minute, shortly before the camera’s stated release of August 21. And Sony has been unable to specify a new release date, meaning it could be a while before filmmakers can get their hands on the new camera.

The FX5 is billed as a lightweight cinema camera for professionals, slotting into the range between the Sony FX3 and FX6. Its headline feature is its capacity to shoot 5K 60p open gate video that uses the full 3:2 sensor area – though many features like 5K 120p open gate and cropped 4K 240p modes have been confirmed as coming along later, via firmware, and won't be present on the camera as released.

Billed as 'handheld Hollywood', the FX5 proved much more popular than Sony anticipated, with pre-orders flying in immediately after the camera was announced on July 28. It’s unclear whether the delay is related to the huge volumes of pre-orders, or some other unanticipated issue – Sony is remaining pretty tight-lipped about the specifics.

The Sony FX5 costs $4,898 / £4,700 / AU$7,849 body-only, or $5,498 / £5,200 / AU$8,849 in a bundle with the XLR handle. Pre-orders are still open – but I’d say it might be worth holding off for the time being. There are plenty of other excellent Sony cinema cameras you can get your hands on instead…

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The Sony A7 V has led multiple best-seller lists since its launch in late 2025 – and the trendy mirrorless camera has once again slid into the top spot in Japan.

But while the number one camera is hardly a surprise, the list of Japan's best-selling cameras in July 2026 highlights a few unusual trends, from Fujifilm's "serious supply shortages" to the resurging popularity of Nikon's most affordable full-frame camera.

The top cameras for July from Japanese retailer Map Camera read like a who's who of the most popular models, with the top three being names that have regularly dominated trends.

The list is led by the full-frame Sony A7 V mirrorless camera, the still-viral Fujifilm X100VI retro compact camera, and the Sony A7C II, a camera that feels like a combination of those two trends as a compact full-frame mirrorless.

Those top three cameras are regular names on Japan’s top ten, but the latest best-seller list highlights a few unusual trends – both in what cameras made the list and the trendy cameras that have fallen out of the top ten.

The Nikon Z5 II has climbed to the top 5

The fourth-place camera hasn’t appeared on Map Camera’s monthly trends list in the last four months – and before that was always sitting towards the bottom of the list: the Nikon Z5 II.

While the Z5 II has climbed unusually high, it’s a well-deserved ranking for the mirrorless camera that puts a full-frame sensor and excellent low-light autofocus into a body that sits at a more entry-level price.

The Canon EOS R6 Mark III is suspiciously absent

While Canon’s PowerShot cameras have regularly appeared on the top ten, the popular brand’s mirrorless cameras have been – rather strangely – less frequent on Map Camera’s list lately.

The Canon EOS R5 Mark II sits in eighth place this time and the EOS R6 Mark II in ninth place. But perhaps even more unusual is the Canon that’s not on the list.

The Canon EOS R6 Mark III debuted in November 2025 – one month before the Sony A7 V – and instantly rose to the number one spot at Map Camera. But it dropped off the retailer's top ten list the following month and has yet to return.

While its predecessor, the R6 Mark II, remains a top seller in Japan, the R6 Mark III brings 7K 60p open gate video and 40fps bursts for still photos. The R6 series is so popular in Japan that both the original R6 and R6 Mark II were among the top three most traded used cameras earlier this summer.

And, in the US, the R6 Mark III has been a regular attender on best-seller lists from B&H – which begs the question, why hasn’t the R6 Mark III seen the same success in Japan?

Fujifilm is "facing a serious supply shortage" in Japan

Another name that appears far less frequently on the July list is Fujifilm. Map Camera says the X-T30 III, X-E5, and X-M5 have been regular best-sellers on the list since the launch.

Fujifilm has the X100VI at number two and the camera that many call the mirrorless version of the X100VI at number ten, the X-E5. But that's it for the brand on the July list.

Map Camera says that the absence of some of Fujifilm’s most popular models isn’t a sign of popularity but of limited stock, noting that Fujifilm is “facing a serious supply shortage.”

While a wait time is typical for Fujifilm’s most popular cameras, like the X100VI, the company has discussed the shortage of memory and silver in recent reports.

A 2023 Sony has risen dramatically in popularity

The Sony A7 V wasn’t the only Sony mirrorless on the top ten list, as the Sony A6700 was ranked at number seven.

While the compact A6700 mirrorless has spent the last seven months on the top ten list, Map Camera notes the camera didn’t appear on the list at all in 2024 and 2025 despite launching in 2023 – suggesting an unusual resurgence in popularity as a bit of an older model.

There’s another Sony camera worth noting that’s not on the list: the Sony A7R VI.

When the A7R VI launched, it debuted at second place on the Map Camera rankings just after the more affordable but lower resolution A7 V – Map Camera suggests the A7R VI's price may be impacting its popularity.

Another Sony had only one day of sales in July, but still rose up to 14th place: The Sony RX10 V, the company’s new superzoom bridge camera. With the camera only being released on July 31, it will be interesting to see where it ends up on the August list.

While the latest trends list from Map Camera contained several surprises, the top ten was also dotted with several expected repeat offenders, like the Ricoh GR IV in fifth place and the Canon PowerShot SX740 HS in sixth. The full list of the top ten cameras from Map Camera includes:

1. Sony A7 V
2. Fujifilm X100VI
3. Sony A7C II
4. Nikon Z5 II
5. Ricoh GR IV
6. Canon PowerShot SX740 HS
7. Sony a6700
8. Canon EOS R5 Mark II
9. Canon EOS R6 Mark II
10. Fujifilm X-E5

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When it comes to the production, supply and sale of third-party optics that will fit a slew of different manufacturers’ mounts, lens specialist Tamron says it is number one for global sales – claiming as recently as last month that it holds as much as 60% market share.

No wonder, then, that Sony is eyeing up Tamron for a possible takeover bid – the intention and the approach, if not yet the actuality, currently being confirmed by both parties. As it is already in possession of a 15% stake in the company, the electronics giant’s plan is that it will make the lens specialist a wholly owned subsidiary.

Yes, Tamron currently lists 23 lenses directly compatible with the Sony mount at the time of writing. But it also produces plenty of other directly compatible lenses for Canon, Fujifilm and Nikon users.

If Sony were to acquire Tamron – which has currently set up its own committee to consider the bid – I can imagine Sony taking a similar approach to when it exclusively snapped up Konica Minolta’s imaging expertise in 2006.

Konica Minolta immediately exited the camera business, while Sony was able to quickly introduce its first ever Alpha-branded DSLR, based on existing Minolta tech.

So, my worry for the wider photographic community is that Tamron itself may cease to exist – with its lenses hereon marketed as Sony lenses, with the same mix of decent build quality, performance yet affordability that the optical specialist offers now.

If that scenario plays out, I can’t imagine Sony continuing to do what Tamron currently does in offering lenses to other, non-Sony users. Plus I also wonder how it will impact its current relationship with Nikon, for whom it makes several Nikkor-branded OEM lenses.

Factor in a camera market that is experiencing a slowdown this year anyway, according to official figures from CIPA Japan, and the prospect gets even more intriguing.

Cutting out other camera owners might lessen the value of Tamron as a standalone brand. But if it’s subsumed by Sony, then that becomes academic anyway.

At present it’s not a done deal, just one under serious consideration that Sony certainly has the industry clout to pull off. It all comes down to whether Tamron, which independently has its own ambitious growth targets despite the uncertain economic climate, gives the green light.

If the market for interchangeable lens cameras really is in decline, and the current slowdown persists, I feel Tamron may well be tempted to take Sony’s money and run. However bad that is for competitive pricing going forward – and potentially the wider photographic community.

Ultimately, there will be winners as well as losers if a deal is done.

But to end on a positive note, among the winners will not just be Sony’s existing user base, who may theoretically get a boosted and continuing supply of affordable optics, but also rival third-party lens manufacturers such as Sigma, Laowa, Viltrox and more, who will have one less competitor out there.

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Japan's sales numbers give us a great indicator of broader camera-buying trends, but the six-month figures are arguably more revealing than the monthly charts.

A new launch promotion can push a camera to number one for a month, but six months of sales give us a better idea of which models are consistently popular – and which could end the year as Japan's best-selling camera.

Major retail aggregator BCN+R has now published its list of the best-selling mirrorless cameras for the first half of 2026. And while we've seen some extraordinary releases this year, the top spot goes to an APS-C camera that was released in March 2023 – and Sony's record-breaking A7 V only makes eighth place.

The Canon EOS R50 triumphs at number one. Available for just $729 / £649 and despite being more than three years old, it continues to prove hugely popular.

Featuring a 24.2MP APS-C sensor, full-width 4K video and a wealth of social media-friendly shooting modes, it makes a great choice for beginner photographers, enthusiasts and content creators.

BCN's Top 10 best-selling mirrorless cameras, First half of 2026

1. Canon EOS R50
2. Sony ZV-E10 II
3. Canon EOS R10
4. Sony ZV-E10
5. Sony A6400
6. Nikon Z50 II
7. Fujifilm X-T30 III
8. Sony A7 V
9. Olympus PEN E-P7
10. Nikon Z50

Eight of the top ten cameras are APS-C, with one Micro Four Thirds camera at number nine – the Sony A7 C is the only full-frame camera on the list.

That suggests that photographers in Japan are still strongly drawn to cameras that are relatively compact, affordable and easy to use – rather than simply buying the newest or most expensive technology.

BCN's data is based on sales units, rather than revenue, and covers major electronics retailers and online stores in Japan.

Japan's #1: Canon EOS R50

The Canon EOS R50 combines a 24.2MP APS-C sensor with a compact body, interchangeable lenses and beginner-friendly controls, making it a natural upgrade for someone moving beyond a camera phone or compact camera.

But it's also unusually well-suited to modern content creation, featuring non-classic shooting modes. The EOS R50 can record vertical video via an orientation sensor that embeds rotation data. It also includes display aspect markers to help creators frame footage for different social platforms.

There's even a dedicated Movie for Close-up Demos mode, designed to make it easier to show products close to the camera – a particularly useful feature for product reviews and demonstrations on TikTok, Instagram and YouTube.

Its compact size and all-around make it one of the best travel cameras, while its affordable price and beginner-friendly design continue the Canon EOS M50's legacy as one of the best cameras for vlogging.

Record-breaking Sony only makes 8th place

Sony's latest full-frame hybrid camera launched in December 2025 and quickly became one of the most talked-about new cameras in Japan, dominating sales charts for months across different Japanese retailers.

The Sony A7 V offers a 33MP full-frame sensor, fast continuous shooting, AI-powered subject recognition, strong video capabilities, and the kind of performance aimed at serious enthusiasts and professionals.

Yet it only ranks eighth in BCN's first-half sales data. Which doesn't mean that the A7 V isn't popular; the important distinction is that BCN is ranking units sold.

A high-end full-frame camera costing several times more than an entry-level APS-C model doesn't need to sell anywhere near as many units to generate substantial revenue.

And that's where the EOS R50 has an obvious advantage. At around $729 / £649, the Canon is far more accessible than the A7 V, which is priced around $2,898 / £2,799.

For someone buying their first interchangeable-lens camera, the R50 offers plenty of image quality and flexibility without requiring a huge investment in the camera body.

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The latest cameras often come with anything but an affordable price tag, which is one reason buying used remains so popular. New data from Japanese camera marketplace Minna Camera shows that demand for some older cameras is pushing their used prices higher.

Of the 32 models with a clear price movement during the first half of 2026, 28 increased in price – around 88%. The biggest rise was a striking 24.1%, while even the tenth-placed camera increased by 7.8%.

The top spot goes to a discontinued DSLR released in 2016, the Nikon D5600, while the rest of the top 10 is made up of a trio of compacts and twice as many mirrorless cameras. The second-biggest rise came from the Sony A7 IV, which increased by 11.9%, while the Ricoh GR III followed at 10.9%

Top 10 cameras that rose most in price at Minna Cameras (H1 2026)*

*Used cameras price: Q1 avg → Q2 avg; discontinuation status and approx. used prices in USD and GBP added by Digital Camera World.

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After reviewing the Hasselblad X2D II 100C, Digital Camera World called the 100MP medium-format marvel the "finest stills camera ever made." Now, in Japan's latest best-selling camera rankings, the Hasselblad flagship has – once again – been beaten by full-frame rivals.

The latest chart of the best-selling cameras for the first half of July at Yodobashi is in, and the highly-prized Sony A7 V is back at the top of the chart. Right behind is the Sony A7C II, a familiar model that regularly features in the rankings across different retailers in Japan. The Hasselblad X2D II 100C lands in third place.

While some might say it's no surprise to see the Hasselblad X2D II 100C outside the top spot, given its premium price tag of $7,799 / £6,690 and its medium-format territory, the camera has proven that it can reach No.1 from time to time. However, the Sony A7 V has often been hot on its heels, and the full-frame camera is available for a much lower price of $2,898 / £2,799.

Yodobashi's 10 best-selling cameras (1st Half Jul 2026)

1. Sony A7 V
2. Sony A7C II Zoom Lens Kit | Silver | Black
3. Hasselblad X2D II 100C
4. Sony A7C II | Silver | Black
5. Fujifilm X-M5 XC15-45mm Lens Kit | Silver | Black
6. Canon EOS R50 Double Zoom Kit | Black | White
7. Canon EOS R5 Mark II
8. Nikon Z50 II Double Zoom Kit
9. Sony ZV-E10 II Double Zoom Lens Kit | Black | White
10. Nikon Z8

"Yodobashi Camera Best Sellers Top Ten" announces the best-selling rankings from the shopping site "Yodobashi.com" and all 24 Yodobashi Camera stores nationwide.

The medium-format marvel

Landing at No.3 in the chart is an impressive result for a luxury 100MP medium-format camera. The Hasselblad X2D II 100C continues to prove that quality counts, even if its sales volume doesn't quite match its full-frame rivals.

It's a standout choice for medium format photographers, combining luxurious ergonomics with a tilting OLED screen, built-in 1TB SSD for high-volume shooting, a 100MP medium-format sensor, and true end-to-end HDR color.

Full-frame champion

Since its release in December 2025, the Sony A7 V has broken sales records in Japan, dominating the chart for months and holding the top position as one of the country's most popular full-frame cameras.

Ironically, it first lost the No.1 spot in the second half of May 2026 – to the Hasselblad X2D II 100C.

The Sony A7 V combines a 33MP partially stacked sensor with upgraded AI subject detection, making it a highly capable full-frame hybrid camera for both stills and video.

While rivals are giving it a run for its money on the video front, its combination of speed, image quality and versatility continues to make it a popular choice globally.

It will be interesting to see if these two very different cameras go once again head-to-head in Yodobashi's next sales chart, or whether the Sony A7 C II – another popular best-seller in Japan – can beat them both with its impressive price-to-performance ratio.

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Third-party lenses are a popular budget alternative – but the best third-party lenses are often those that the first-party brand trusts enough to share data with through licensing. Sony has now revealed a list of the third-party optic makers that have an E-Mount license, a major hint as to what third-party lenses will deliver the best performance – and there are a few surprises on the list.

The list of third-party optics that have a license for the Sony E-Mount comes amid the news that Sony has made an offer to buy popular lensmaker Tamron. Tamron had already confirmed the rumor, but Sony also recently broke its silence as to why the major tech brand wants to buy Tamron.

In a post from Sony Support Japan released in July 2026, Sony says that “E-Mount basic specifications have been disclosed” to the following brands:

• Carl Zeiss AG
• Cooke Optics Limited
• Cosina Corporation
• Fujifilm Holdings Corporation
• Kenko Tokina Corporation
• LK Samyang Co., LTD.
• Sigma Corporation
• Tamron Corporation
• Thales Las France SAS

A licensing agreement means that Sony is sharing some E-Mount data with those lens makers, though Sony says that doesn’t guarantee “the compatibility or quality of all functions.”

Sharing mount data tends to mean that the third-party optics meet a set of quality standards. Chief among these standards, brands sharing mount data tend to offer better autofocus performance than those without.

The list reveals a few key revelations over which companies have a license and share data with Sony for the E-Mount. Sony is a partial shareholder in Tamron, so the inclusion of Tamron on the list doesn’t come as a surprise. Sony also has a longstanding agreement with Carl Zeiss with several co-branded products, so Carl Zeiss is another expected name on the list.

Sigma has also said on several occasions during lens launches that E-Mount optics are built under a licensing agreement with Sony, so that name on the list doesn’t come as a surprise either.

Beyond those well-known partnerships, the list says that popular budget brands like Smayang, Tokina, and Cosina also have agreements in place.

The inclusion of Fujifilm – a company that’s known more for its first-party cameras and lenses than as a third-party optics maker – is an unexpected name to see on the list. However, Fujifilm’s cinema line does have a few special-order lenses that are compatible with E-Mount.

But another key takeaway is the names that aren’t on the list – chief among these, no China-based optic companies pop up on the list. Companies like Venus Optics (Laowa), Viltrox, TTArtisans, 7Artisans, Meike, Sirui, and Thypoch do not make an appearance on the list of licensed E-Mount lens makers.

Along with the official list of third-party lens license agreements, Sony has also commented about the potential purchase of lensmaker Tamron for the first time.

Speaking during a Q&A session at Sony’s latest investor meeting, Sony Chief Financial Officer Lin Tao said that Sony has proposed making Tamron a wholly owned subsidiary.

“Our thinking is that this proposal will create optimal value for both Tamron’s shareholders and our imaging business,” she said (translated by Google). “Our proposal is based on the hypothesis that it will enhance Tamron’s corporate value, leverage the strengths of both companies, and lead to the development of our imaging business.”

While both brands have now confirmed the potential buyout, Sony’s offer to purchase Tamron is still in the proposal stages.

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Sony’s new every-genre 25x bridge camera hasn’t even begun shipping yet, but the Sony RX10 V has already clawed its way up to the top of best-seller lists. The new RX10 V tops US retailer B&H’s list of top trending cameras for July.

The Sony RX10 V’s early rise to the top likely doesn’t come as a surprise for fans of the format – many were disappointed when Sony discontinued the RX10 IV. But then in July, Sony annoucened it’s sucecssor, adding a large-sensor option to the bridge camera format that’s popular for photographers who want a long reach without a mirrorless camera.

While compact cameras are seeing a resurgence in trends, the bridge-style RX10 V feels more like a small DSLR – but it’s considerably more compact than carrying a 24mm, 600mm and macro mirrorless lenses.

The RX10 V’s dominance before it begins shipping in early August suggests a steep number of pre-orders, suggesting the price jump compared to the early model wasn’t enough to dissuade fans of the large sensor super zoom.

Screen-free cameras are rising in trends

But what’s surprising are the cameras that follow the RX10 V on B&H’s trending list. The RX10 V is followed by the Camp Snap CS-Pro, an affordable retro compact camera with a screen-free design that caters to digital minimalists, and the odd little Godox C100 Mini, a low-fi camera that looks more like an instant film frame than a traditional camera.

The rise of the Camp Snap CS-Pro hints at the growing craving for capturing memories without the distraction of a smartphone screen. The CS-Pro comes from the company that originally launched as a way for kids to take a camera to screen-free summer camps, but it feels like a far more grown-up version than the original.

I used the CS-Pro when I gave up screened cameras for nearly two weeks, and the camera delivers an ideal balance between features and simplicity. The 16MP camera has plenty of resolution, but uses a lens that still gives the images the feel of disposable film photos, particularly when using the built-in filter dial. A key selling point? The CS-Pro retails for just $99 / £90 / AU$153 / CA$141.

The CS-Pro is followed by one of the more unusual camera launches to come in 2026: The Godox C100 Mini. Like the CS-Pro, the C100 doesn’t have an LCD screen, but Godox’s first camera is essentially an oversized viewfinder used for taking snapshots.

While the C100 doesn’t look like a typical camera, Godox’s appearance on the best-seller list suggests the camera’s unusual design is more quirky than strange. The C100’s resolution is just 2MP, putting the camera firmly in the low-fi category – but that’s offset by a $45 / £39 price.

The C100 even doubles as a light meter for film photographers. DCW’s James Artius got his hands on one and aptly called it “ludicrously good fun.”

Just one mirrorless sits on the overall July trending list at B&H

The C100 and CS-Pro aren’t the only surprises on the list – the trending list for all camera categories oddly only includes one mirrorless camera for July, the new Sony A7R VI that mixes the A7R-series’ high resolution with a snappy 30 fps burst speed. The Kodak Charmera that has been part of an overwhelming number of B&H’s trending lists since its launch isn’t on the overall list (though it does slide in on the list of trending compact cameras).

I’m not at all surprised to see the OM System Tough TG-7 on the list either – while there are lots of waterproof compact cameras, the TG-7 uses a bright aperture and has a fantastic macro mode. The TG-7 is my favorite beach camera, so it makes sense that this 2023 launch would pop back up on a trending list mid-summer.

The remainder of the list is made up of longstanding compact camera favorites, including two Canon PowerShots, the Canon PowerShot ELPH 360 HS A budget point-and-shoot, and the advanced Canon PowerShot G7 X Mark III. The RX10 V’s compact sibling, the pocketable Sony RX100 VII with 8x zoom, also makes the July trending list.

July’s Top Trending cameras at B&H

• Sony RX10 V
• Camp Snap CS-Pro
• Godox C100 Mini Camera
• Sony A7R VI
• OM System Tough TG-7
• Canon PowerShot ELPH 360 HS
• Sony RX100 VII
• PowerShot G7 X Mark III

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Just three months after launching its last 100-400mm lens, Sony has just announced another one – but this new super telephoto zoom is aimed at a very different audience.

Back in May, the company gave us the Sony FE 100-400mm f/4.5 GM OSS – a constant aperture, internal-zoom super tele with a $4,300 / AU$6,899 price tag. But now Sony has revealed a far smaller, lots lighter and much more affordable alternative.

The new Sony FE 100-400mm f/5.6-8 OSS is described as a lens "built for the future to grow your skill", which really underscores who it's intended for: budding photographers and hobbyist users who've never experienced telephoto shooting but have always wanted to.

As Sony says, "great cameras deserve the best lenses" – but most super-tele zooms are too bulky, heavy and pricey for amateur and even enthusiast shooters.

That's where the Sony FE 100-400mm f/5.6-8 OSS comes in. Costing under a grand, this non-G Master offering enables E-Mount users to experience genres like birding, wildlife and aircraft or trainspotting, along with fully exploring other areas like travel, landscapes and family photography.

The new lens is much more lightweight and compact than the GM versions, weighing just 654g and measuring a mere 78.2 x 164.5mm (collapsed). That's less than half the weight of the Sony FE 100-400mm f/4.5-5.6 GM OSS (1,395g) and almost a third of the 100-400mm f/4.5 GM OSS (1,840g).

It's also smaller and lighter than the Sigma 100-400mm f/5-6.3 DG DN (86 x 199.2mm, 1,140g) and the Tamron 50-400mm f/4.5-6.3 Di III VXD (88.5 x 183.4mm, 1,155g).

And while it's about the same size but 19g heavier than the Canon RF 100-400mm f/5.6-8 IS USM (79.5 x 164.7mm, 635g), Sony is quick to point out that its lens comes with a lens hood – which Canon's does not.

Sony's lens boasts a 10-group optical formula with 15 elements, including a pair of extra-low dispersion (to suppress chromatic aberrations) and a pair of aspherical (to control aberrations), with new multi-coatings.

Along with a nine-blade aperture for circular bokeh, the Sony FE 100-400mm f/5.6-8 OSS boasts a maximum magnification of 0.41x and a minimum focus distance of 1.13m at the wide end and 0.86m at the long – making it excellent for telemacro work.

But that's not all; the lens is also compatible with Sony's teleconverters, enabling you to achieve up to 800mm of reach.

All this is backed up by dual linear motors, which offers fast and precise autofocus without noise – and also enables the lens to keep up with the tracking and lightning-fast burst speeds of Sony's top cameras, whether it's 30fps on the Sony A7 V or 120fps on the Sony A9 III.

Tech like this enables this lens to grow with you as your telephoto skills improve. This extends to the comprehensive controls on the lens body, from a focus hold button to a focus mode and focus range limiter switch, to an OSS switch to toggle Opotical SteadyShot stabilization and even a zoom lock.

The Sony FE 100-400mm f/5.6-8 OSS goes on sale in September and carries a retail price of $849 / £799 / AU$1,399.

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Last week, an earthquake hit what’s widely considered the image sensor capital of Japan – and now the world’s largest producer of camera sensors has released the first indication of how long production will be impacted.

In an update shared on July 31, Sony Semiconductor Manufacturing Corporation said that production is expected to reach pre-earthquake levels by mid-August. Safety inspections have already been completed, Sony says, with operations resuming in stages beginning on August 4.

Sony’s sensor manufacturing hub is located close to the epicenter of the July 28 7.1 magnitude earthquake that hit Japan’s Kumamoto region. Sony is the world’s largest producer of image sensors destined for a variety of imaging products from multiple manufacturers, including cameras, smartphones, and cars.

But, the Kumamoto region’s access to clean water makes it a key region for sensor manufacturing beyond just Sony. The Taiwan Semiconductor Manufacturing Inc. facilities and a Fujifilm location that develops the filters that make the brand’s X-Trans sensors so well known for color were also evacuated amid the natural disaster.

While Sony expects to resume full operations less than a month from the earthquake, the pause on manufacturing isn’t insignificant. In a 2017 tour of Sony’s Kumamoto factory, Sony indicated that as many as four million image sensors come from the factory in a single day.

But while the disruption isn’t insignificant, the expected recovery time is far less than the April 2016 earthquake that resulted in camera shortages that lasted into the fall. In 2016, an earthquake in the same region meant Sony’s sensor production didn’t get back up to pre-quake levels for more than three months.

Because Sony makes sensors destined for cameras for several brands and not just Sony’s, the 2016 earthquake resulted in some delays and shortages in finding new cameras. Those delays lasted into the fall from the April earthquake, but the shutdown lasted far longer than Sony’s estimate for the 2026 earthquake.

Sony says that everyone evacuated safely, with only minor injuries reported in the July 2026 earthquake.

While Sony's statement doesn't indicate how much camera shipments will be impacted, the estimated shutdown being a third of the 2016 quake is a good sign that availability won't be as severely impacted.

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Last time we looked at the compact camera rankings from Japanese retailer Yodobashi, we saw a brand-new release skyrocketing to No.1. Panasonic's newest premium compact, the Lumix L10, reached the top position just 12 days after its launch. Now, the retailer reports that the Canon PowerShot G7 X Mark III is the new No.1 compact, despite the fact that it was released nearly seven years ago.

Famously hard to find in stock, the G7 X Mark III can now command second-hand prices higher than its original retail price of $879.99 / £899.99. For example, it's currently out of stock at US retailer B&H, while used examples are listed on MPB for around $1,499.

While there's no sign of the Lumix L10 in the first half of July 2026 rankings, the best waterproof camera returns: the OM System Tough TG-7. The rankings reflect just how diverse the compact camera market has become, but product shortages remain significant, with the top three compact cameras currently on backorder at Yodobashi.com.

Yodobashi's top selling compacts, 1st Half Jul 2026

1. Canon PowerShot G7 X Mark III | Black | Silver (backordered)
2. Canon PowerShot SX740 HS / Lite | Silver | Black (backordered)
3. Fujifilm X100VI | Silver | Black (backordered)
4. Panasonic Lumix TZ99 / ZS99 | Black | White
5. Sony ZV-1 II | Black | White
6. Canon IXY 650 / Powershot Elph 360 HS A / Ixus 285 HS A | Black | Silver
7. Panasonic Lumix TX3 / ZS300 / TZ300 | Black | Graphite Silver
8. Leica Q3 43
9. Kodak Pixpro C1 | Brown | Black
10. OM System Tough TG-7 | Red | Black

"Yodobashi Camera Best Sellers Top Ten" announces the best-selling rankings from the shopping site "Yodobashi.com" and all 24 Yodobashi Camera stores nationwide.

Japan's champion: Canon PowerShot G7 X Mark III 

The Canon G7 X series has long rivalled Sony's RX100 line, but its appeal is less about winning the spec sheet and more about portability, image quality and ease of use.

The G7 Mark III combines a 1-inch sensor with a compact body and straightforward controls, making it an appealing alternative to both smartphones and larger mirrorless or DSLR cameras.

That balance has helped the G7 X become something of a cult camera. These cameras prove that you don't always need the latest specs – just tools that get out of the way and let you create.

Why is the Canon G7 X Mark III so expensive second-hand?

The G7 X Mark III's popularity has created an at-first-glance unusual situation for an older camera: used prices can now be higher than its original retail price.

But the G7 X Mark III isn't alone in benefiting from the renewed interest in older compacts.

Social media has helped fuel a point-and-shoot revival, with creators and photographers celebrating cameras that offer a different look and shooting experience from a smartphone.

The G7 X Mark III has become one of the standout examples of that trend.

With the camera now difficult to find in stock, that popularity has collided with limited supply – pushing second-hand prices well above what you'd normally expect from a camera release in 2019.

Back after three month: OM System Tough TG-7

The other notable camera in Yodobashi's latest rankings is the OM System Tough TG-7, which re-enters the Top 10 at No.10 after a three-month absence.

Unlike the G7 X Mark III, the TG-7 is built for adventure. It's waterproof, shockproof and dustproof, with a 4x zoom, RAW shooting, 4K video and useful macro mode.

It will be interesting to see if the G7 X Mark III can defend its No.1 spot, and whether the Panasonic Lumix L10 returns to the chart.

For now, though, the G7 X Mark III shows that newer doesn't always mean more desirable – especially when it comes to the point-and-shoot revival.

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If you're a high-end creator or videographer, you've probably got one question on your mind: Sony FX3 vs FX5, which do I get?

Chances are, you've probably already got a Sony FX3. Launched back in 2021, it's been an absolutely monster success story for Sony and has been the go-to camera for creators, videographers and even filmmakers for the past half-decade.

But it's definitely a camera with room for improvement, which is why Sony finally pulled back the curtain on the Sony FX5.

While it's keen to stress that this isn't a replacement for the FX3, and isn't just an FX3 II by a different name, the FX5 offers a clear upgrade path for existing users – and a compelling proposition for those using other brands how might be considering a Sony system.

So, stick with the familiar face or drop the not insignificant extra bucks on the new kid in town? Here's my Sony FX3 vs Sony FX5 at-a-glance comparison.

Sony FX3 vs Sony FX5: At a glance

Sony FX3 vs Sony FX5: What's the ACTUAL difference?

I'll try to make this as straightforward as possible.

The Sony FX3 is a 4K 120p camera that doesn't shoot internal RAW, but can take photos (12.1MP). It has dual base ISO (800 and 12,800), good for 15 stops of dynamic range. It has 5.5 stops of in-body image stabilization and a last-gen autofocus system with human-only subject detection (with birds in stills mode). It has a 3-inch, 1.44 million-dot rear screen and no native viewfinder options. It tops out at 24-bit audio and uses dual SD cards.

The Sony FX5 is (or rather, will be) a 5K 120p / 4K 60p open gate camera that doesn't take photos but shoots internal RAW, including X-OCN. It has three-base ISO (800, 4,000 and 12,800), good for 15 stops of dynamic range (before using Dual Gain Shooting). It has "equivalent" 8.5 stops of stabilization and an integrated AI processor with human, animal and bird algorithms. It has a 3.5-inch, 2.76 million-dot screen with optional Sony EVF. It 32-bit float (with the right accessories) and has dual hybrid SD / CFexpress A slots.

But of course, there's a bit more to it than that.

Sony FX3 vs Sony FX5: Buyer beware

Crucially, the FX3 includes the XLR handle – and does so for an all-in price tag of $4,298 / £3,579 / AU$5,999. The FX5 does not include the handle, despite its higher $4,898 / £4,700 / AU$7,849 asking price – you'll need to shell out considerably more for the $5,498 / £5,200 / AU$8,849 bundle.

Neither camera comes with an EVF. Third-party options are available for the FX3, though they use the HDMI feed. Sony offers a first-party option for the FX5, with 7.07 million-dot resolution and 90° tilting, which will cost you an extra $698 / £650 / AU$999.

Note that you will not natively be able to use the XLR handle and the EVF simultaneously on the FX5, due to a conflict of space and outputs on the top plate. The Sony has hinted that a third-party solution may soon be available for those who need it.

Perhaps most importantly, a number of headline features – namely full open gate and RAW recording functionality – are not available on the FX5 at launch. On day one the camera will only be capable of 5K 60p open gate and 4K 120p capture; the full 5K 120p / 4K 60p open gate and 4K 240p shooting will only be available with firmware v2, which won't come until 2027.

It should also be pointed out that Sony does not provide an official CIPA rating for the stabilization in the FX5 "because it's a Cine Line product", but explained that its performance is "equivalent" to the Sony A7R VI (rated 8.5 stops at the center and 7 stops at the periphery).

Sony also offers an irreversible service to disable the stabilization unit completely on the FX5, if your work requires hard mounting or drone use where IBIS is unhelpful or even problematic. The camera will be labelled as such on the bottom plate, to make it clear that the IBIS system has been deactivated to prevent confusion (particularly, I assume, on the resale market).

Sony FX3 vs Sony FX5: Verdict

Obviously this isn't a verdict on the performance of both cameras; I think it's pretty clear that the FX5 outperforms the FX3 in every category, unless you want to take a photograph.

Ultimately, if you're reading this, you want to know whether the FX5 is worth the considerable extra expenditure – and there are obviously a whole bunch of provisos and asterisks to consider, both for the camera itself along with your work and the way you shoot it.

If money is no object, of course – go straight for the FX5, there's nothing to discuss. Otherwise, you need to ask yourself if you really need what it offers that the FX3 doesn't.

Do you really need 5K open gate? Does the resolution you get at 16:9 shooting genuinely limit your work and the way you deliver content? How often do you truly need to use the same shots for vertical and horizontal output, and would an L-bracket and an extra take be better value? Do you even have the storage and processing power in your workflow to handle open gate files?

Do you really need three more stops of stabilization or AI-powered autofocus? Or do you use your camera on a gimbal, with a focus puller or even manual-focus lenses?

I think, if most creators and video shooters answer honestly, the answer is no to most of those questions. Or at least, no to the $1,200 difference between the like-for-like cameras. In truth, I think the biggest and most important considerations aren't the headline attractions at all.

Okay, I'll grant you that three-base ISO is important if you're not able to control the lighting where you shoot. There's a gaping chasm between ISO800 and ISO12800, so splitting the difference with an ISO4000 option can be a pretty big deal depending on your typical shooting conditions.

But far more important to me are things like 32-bit float, which is guaranteed to save your audio ass at least once in your career (and might single-handedly justify the purchase). The dramatically improved battery life is another big bonus, boosting continuous recording by around 35 minutes.

I'd also argue that switching to CFexpress cards is a pretty huge upside, as we all know how fragile the SD format can be. And obviously, internal RAW recording is an enormous plus if that's what your content requires.

In all, if you've been bumping into its limitations and the FX3 has been actively impeding your work, upgrading to the Sony FX5 is a sensible option for serious, high-end videographers. Remember, this is a hybrid product that boasts features and interfaces from the Venice and Burano lines. Are you really that caliber of shooter?

Otherwise, despite its age, the Sony FX3 still offers fantastic features and powerhouse performance – and at a much lower price point. And hey, if all you want is the option to use a nice EVF, you can buy the Sony FX2 for less than both of these cameras.

The Sony A7 V and A7R VI have been headlining several best-seller lists since launch – and now Sony says the cameras are selling so well that the company has an expanded share in the full-frame market.

In Sony’s first-quarter earnings report shared on July 31, the tech giant called out both the Sony A7 V and A7R VI as the camera market overall remains stable outside of a decline in China.

“Against this backdrop, strong sales of the A7 V, which won the Grand Prize at the Camera Grand Prix 2026, and the A7R VI, launched in June, helped raise average selling prices and expand our market share in the full-frame camera market, enabling the Imaging business as a whole to maintain its sales on par with the same quarter of the previous fiscal year,” Sony told investors.

The success of the A7 V and A7R VI doesn’t come as a surprise, as both models have made regular appearances across best-seller lists. But while Sony is collecting a larger share in the full-frame market and selling cameras at a higher average price, the company’s camera sales are similar to the same time last year.

The segment that had the highest increase in sales, however, is Sony’s image sensor division. Sony’s sensor division had a 104.5 billion yen increase compared to the same time frame last year – that’s about $656 million / £489 million / AU$938 million / $921 million at current exchange rates. While Sony’s gaming and music division still takes a bigger chunk of the Sony pie, the imaging sensor division had the most growth out of all of Sony’s divisions for the first quarter.

Sony says image sensor sales have jumped 26 percent over the same time last year, attributing the success largely to a higher average selling price for smartphone-bound image sensors. That left Sony with a record-high operating income for the sensor division.

While the A7 V, A7R VI and growth for smartphone camera sensors mark a positive shift for Sony, the report wasn’t without its concerns. First, the company’s largest image sensor plant has suspended operations after an earthquake on July 28, and production remains paused.

Another key challenge is one that several camera manufacturers have noted: the increasing cost of memory.

“The continued surge in memory prices remains a key business challenge for this segment this fiscal year,” Sony said, discussing the Entertainment and Tech segment. “However, the business is doing everything it can to implement cost-reduction measures in procurement and design, and to adjust its pricing strategies, including foreign exchange management.”

Sony says it also expects increasing memory costs to impact the number of shipments for high-end phones.

Overall across all segments, Sony shared that sales are up 8 percent and net income is up 32 percent compared to the same quarter in 2025.

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Yesterday, a bombshell report from Diamond Online claimed that Sony had proposed an offer to acquire all the shares in Tamron. And today, Tamron issued an official statement to confirm that it has received a “non-binding proposal” from the consumer tech giant to make the optical manufacturer a “wholly-owned subsidiary of the Sony Group”.

Tamron says that it has put together a “special committee” to weigh up its options, but that currently public disclosure on any matter is not required.

Sony and Tamron’s long-standing relationship

While the news has certainly come out of the blue, it’s not exactly surprising that Sony would express interest in acquiring Tamron. The global consumer electronics conglomerate has been Tamron’s largest shareholder for years, with a percentage that rose to 15.35% in December of last year.

But a couple of weeks ago, Digital Camera Life reported that Sony was facing competition from the second-largest shareholder, Effissimo Capital Management, which increased its stake to 17.38% in April.

Having a business partner like Sony is something of a safety net for Tamron, so Effissimo’s aggressive play isn’t necessarily a welcome one. And given the timing, it’s certainly possible that losing its majority stake was the catalyst for Sony’s proposal.

What could Sony’s proposal mean?

Tamron hasn’t revealed any details beyond confirming Sony’s proposal. However, according to the Diamond Online report, this could mean a ¥200 billion offer, which equates to roughly $1.2 billion / £916.4 million / AU$1.75 billion / CA$1.72 billion.

And there’s another angle to this. If Sony does indeed acquire Tamron, what happens to the various mounts for which the company makes optics – could we see a future where Tamron is exclusive to E-mount?

In my opinion, I don’t think Sony will scupper lens sales for Nikon Z, Canon RF and Fujifilm X by limiting mounts. After all, it wouldn’t be the largest global supplier of image sensors if it only supplied its own cameras.

Digital Camera World will be monitoring the Tamron and Sony situation carefully. The story continues…

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Check out the best Sony cameras and the best Sony lenses. Plus, here's our latest Tamron review: Tamron 35-100mm f/2.8 Di III VXD: ideal for weddings and event photography, portraiture and a whole lot more.

Sony has held a slice of shares in third-party lens maker Tamron for multiple years, but an investigation led by a Japanese business publication hints that the camera giant has explored acquiring all of the shares in Tamron.

According to interviews from the Japanese business publication Diamond, Sony has proposed an offer to acquire all of the shares in Tamron. The report suggests a 200 billion yen proposal, which would be about $1.2 billion / £916.4 million / AU$1.75 billion / CA$1.72 billion at current exchange rates.

Neither Sony nor Tamron has validated the investigative report, and the report only describes a proposal, not an accepted agreement. The Japanese report has sparked an onslaught of rumors and speculation about whether such an acquisition would happen and, if it did, what such a move would mean for Tamron's non-Sony lenses.

Sony already owns a significant portion of Tamron’s shares. But, last month, reports suggested that Singapore-based investment fund Effissimo had surpassed Sony in share percentage, moving from a 10.76 percent stake to 17.38 percent.

Tamron’s most recent official shareholder list was updated in December 2025 and shows Sony as the leading shareholder at 15.35 percent.

Digital Camera World has reached out to both Tamron and Sony for comment.

Historically, Sony’s partial share ownership has been a positive for Sony photographers. Tamron lenses tend to launch to E-Mount first, though the brand hinted earlier this year that more new lenses may take a multi-mount approach at launch, rather than delaying the launch for additional mounts.

The rumors, however, have sparked another key discussion: What would happen to Tamron’s other mount options if Sony owned Tamron? Tamron’s financial reports don’t break down how much of the business’s sales are to other brands, but the multi-mount approach feels key to Tamron’s identity as a third-party lens brand.

The E-Mount by far makes up a majority of Tamron’s lens options. Tamron’s website currently lists 23 E-Mount lenses, 13 Nikon Z lenses, four Canon RF lenses, and four Fujifilm X-Mount lenses.

According to Tamron’s 2025 investor report, Tamron aims to increase the number of lenses launched each year from six to ten.

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The Sony FX5 was only available for 24 hours before demand exceeded supply in Japan, as the "handheld Hollywood" cinema camera is already achieving blockbuster success.

Announced last week, the Sony FX5 is due to launch on August 21. Pre-orders opened yesterday in Japan, but such is the appetite for the camera that some deliveries will be delayed until at least September.

This delay could be further impacted by the suspension of sensor production at Sony's Kumamoto factory, though there has been no official communication to this effect.

"We began accepting orders for the professional camcorder 'FX5' on Tuesday, July 28, 2026, and have received significantly more orders than we anticipated," announced Sony.

"As a result, there may be a delay in delivery.

According to the listing on Japan's official Sony Store website, fulfilment of new orders is currently expected to take place in September.

"We are currently working diligently to meet our customers' requests as much as possible, so please bear with us for a little while longer."

While technically a new product, the FX5 is one of Sony's most eagerly anticipated cameras. Customers have been awaiting a replacement for the five-year-old FX3, with camera rumors whipping up excitement for the body ahead of its official reveal.

A 5K 120p open gate camera with modular expansion and features inherited from the Burano and Venice lines, the Sony FX5 is widely expected to be as dominant for the next five years as the FX3 was in the previous.

And, if this early supply shortage in Japan is anything to go by, that dominance has already begun!

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Take a look at the best cinema cameras along with the best cine lenses.

The largest image sensor plant from Sony – the world’s biggest manufacturer of image sensors – has halted production after an earthquake hit Japan’s Kumamoto Prefecture on July 28. As of July 31, production still has not resumed, Sony said during an earnings report.

The Kumamoto Technology Center of Sony Semiconductor Manufacturing Corporation in Kikuyo Town, Kumamoto Prefecture is Sony's biggest image sensor hub, and the manufacturing facilities are located near the epicenter of the July 28 earthquake.

During an earnings call on July 31, Sony said that production is still suspended. "Restoration efforts to resume production are currently underway," Sony told investors.

Earlier this week, Sony confirmed that the earthquake impacted sensor production. Fujifilm and Taiwan Semiconductor Manufacturing Inc facilities were also evacuated after the earthquake.

Sony said that all employees were safely evacuated, with "a few people who sustained minor injuries."

Sony is the world’s largest manufacturer of image sensors, and the halted plant has been known to produce as many as four million image sensors in a single day.

The company says that the damage to the building and manufacturing lines is still being assessed.

Manufacturing camera sensors is a highly precise process, and even if the building sustained minimal damage, the manufacturing lines will likely need to be assessed to see if recalibration is needed. Damage to the area's roads could also potentially delay shipping.

Sony hasn’t yet shared how the pause could affect product availability, but an earthquake in the same region in 2011 previously caused delays and limited availability in the months following the earthquake for several brands, including Sony, Canon, and Nikon.

As one of the largest sensor manufacturers, the pause could have an impact beyond Sony-branded cameras, as Sony sensors are often found in other cameras as well as smartphones and other smart devices.

Fujifilm and Taiwan Semiconductor Manufacturing Inc. also evacuated following the quakes.

Editor's note: This story was updated with the information on the latest status of the image sensor plant on July 31.

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At least three major manufacturing centers for camera sensors were evacuated on Tuesday, July 28, as a 7.1-magnitude earthquake hit Japan’s southern Kumamoto prefecture. Sony, Fujifilm, and Taiwan Semiconductor Manufacturing Co. – a major chipmaker for camera sensors – were evacuated in the region.

The earthquake, which hit around 4:27 PM local time on July 28, collapsed a shopping mall, leaving some trapped inside, and has also ruptured roads and left many homes without power.

Japan’s southern Kumamoto prefecture, located on Kyushu, Japan’s southernmost of its four main islands, is also home to several manufacturing plants for semiconductors and camera sensors.

According to the Japanese newspaper Nikkei, Sony and Fujifilm evacuated plants in Kikuyo, while Taiwan Semiconductor Manufacturing Co. – a major chipmaker that produces image sensors – also evacuated.

Neither camera brand has confirmed if the earthquake has caused damage to the manufacturing facilities. TSMC has so far not reported any significant damage.

Sony Semiconductor Manufacturing Corporation, located in Kumamoto Japan, is where Sony manufactures its image sensors – as many as four million sensors are built there a day, destined for a range of products from cameras to smartphones.

Fujifilm’s Kyushu location in Kumamoto, Japan manufactures color filter components used in Fujifilm’s X-Trans camera sensors, as well as films that are used in manufacturing LCD screens and slurries or polishing materials used for semiconductor manufacturing.

While it’s unclear at this time whether the sensor manufacturing plants sustained any damage, in the past, earthquakes have caused significant disruptions to some camera manufacturers' supply chains, including an earthquake in the same region a decade ago.

An earthquake in 2016 shut down Sony's image sensor plant in Kumamoto for several months, triggering supply chain delays.

An earthquake in 2011 in the Tōhoku region disrupted Nikon’s DSLR plant, Canon’s lens manufacturing, and four Sony plants, including one for Li-ion batteries and camera components. The earthquake also impacted Tamron and Sigma’s lens production facilities. The impact, along with the damage to roadways and transportation, caused global shortages and delays for impacted brands.

While the 2011 earthquake highlighted the danger of concentrating manufacturing in a specific region, there’s a reason that Kumamoto is home to several sensor manufacturing plants. The region is known for its ultra-clean water, an essential resource for manufacturing image sensors.

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The Sony A7 V hit several best-seller charts in the months after the full-frame camera’s initial release. Now, the mirrorless is back on top of Japan’s sales charts – but squabbling with the Sony A7R VI in second place. Japan’s most popular cameras for June were led by Sony’s two most recent Alpha-series mirrorless cameras, while the effervescent viral Fujifilm X100VI sat in the third-place spot.

The data comes from Japanese retailer Map Camera, which recently ranked the sales for new (and used) cameras in June 2026.

June wasn’t the first time that the Sony A7 V has sat at the top of sales charts – the 33MP 30fps mirrorless has been a regular among the top camera sales in Japan since it launched in late 2025. But the launch of the camera’s higher-resolution sibling, the Sony A7R VI had the A7 V see-sawing out of the top spot in some charts.

In the latest data, the lower-cost A7 V – which Map Camera says "redefines the standard" – is winning out in sales. But the 66.8MP A7R VI – which boasts the same 30 fps burst speed despite the higher resolution – sits in the second-place spot.

With both the Sony A7 V and A7R VI regularly topping sales charts, it will be interesting to see how the two models stand at the end of the year as to whether more photographers are swayed by the lower price of the A7 V, or the mix of high resolution and speed wins out for the A7R VI.

While Sony’s two newest full-frame Alpha series are fighting for the top spot, the Sony A7C II slides into the list in fourth place, illustrating that it’s not just Sony’s newest models that tend to top the charts, as the A7C II is a 2023 launch. The A7C II’s more compact design continues to make the camera a repeat attender for monthly sales charts.

The third-place spot speaks to the staying power of the compact camera trend, as the viral Fujifilm X100VI takes the honors. Now more than two years old, the X100VI continues the viral trend of its predecessor and, despite its age, remains difficult to find in stock due to the camera’s popularity.

Map Camera notes that the supply continues to remain unstable for the X100VI and that the retro compact camera tends to sell out immediately whenever stock becomes available.

Like the top three cameras, the full top ten at Map Camera contains several regulars, including Fujifilm’s X-M5 and X-E5, Sony’s smaller crop sensor A6700, and the popular Ricoh GR IV compact camera.

Surprisingly, there are no Canon mirrorless cameras on the list for June, but unsurprisingly, the popular PowerShot makes two appearances, with the Canon PowerShot SX740 HS sitting in sixth place. Canon’s well-loved but difficult to find in stock PowerShot G7 X Mark III is also on the list in eighth place.

According to Map Camera, these are the best-selling new cameras for June 2026:

1. Sony A7 V
2. Sony A7R VI
3. Fujifilm X100VI
4. Sony A7C II (tied)

4. Fujifilm X-M5 (tied)
5. Canon PowerShot SX740
6. Sony A6700
7. Canon PowerShot G7 X Mark III
8. Fujifilm X-E5
9. Ricoh GR IV

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According to the rumor mill, the newly-announced Sony FX5 was supposed to launch alongside a purported Sony 100-400mm f/5.6-8 FE, but that hasn’t exactly materialized. I know I’m operating with the benefit of hindsight, but I’m not at all surprised that the two products weren’t launched together. After all, they’re completely unrelated. The much-anticipated Sony FX5 would have completely stolen the Sony 100-400mm f/5.6-8 FE’s thunder. How could it not?

But on a personal level, I’m extremely excited for the proposed release of this lens. Sure, the supposed aperture range of f/5.6 to f/8 might seem slow as molasses, but for the reported asking price of €899 (approx $1,020 / 769) by way of Sony Alpha Rumors, it’s shaping up to be an accessible supertelephoto zoom in a class that’s fraught with expensive glass. My mind immediately goes to the Canon RF 100-400mm f/5.6-8 IS USM, which launched back in 2021 for an extremely good-value price of $649 / £699 and is a lens that’s frequently discounted.

This class of lens isn’t for everyone, but I like to think of it as an alternative option to a bridge camera. Take the recently released Sony RX10 V for example; you get an equivalent 24-600mm f/2.4-4 reach, but the compromise is that 1-inch-type sensor.

If the Sony 100-400mm f/5.6-8 FE launches, you’d have another Sony option. A slightly smaller zoom range and narrower aperture range, but the option to stick that lens on an APS-C or full-frame body that’ll deliver much better image quality. There isn’t a right or wrong answer, but it’s nice to have the choice.

A supertelephoto lens this slow would come with some concessions. Camera shake is the enemy of the supertelephoto lens, and with narrower apertures making it harder to accommodate fast shutter speeds, you would need to make sure you’re shooting in ample light to get the best out of this class of lens.

As such, you’ll want to be operating in bright, daytime conditions. This won't be a lens to accompany you in a dark forest. And while that does limit its uses, it would still be a great option for daytime nature reserve trips and safaris, as well as daytime sporting events. Motorsport is a great shout, given you work at slower shutter speeds when panning.

Another benefit from this class of lens is size. The Canon weighs just 635g, which in comparison to pro-grade 400mm optics is very light indeed. Could Sony beat it? Only time will tell. Other information is thin on the ground, although according to Digital Camera Info, which cited tipster how2fly, the lens could have “a focus limiter that doubles as an AF/MF switch”.

In all honesty, I don’t think Sony has to do very much at all to make this 100-400mm lens a winner. As long as the image quality is decent and the price is right, I can see wildlife and sports enthusiasts on a budget swiping these off online shelves left, right and center. If Sony does indeed announce this lens, Digital Camera World will be right here reporting on it.

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Sigma has released free firmware updates for 13 Sony E-mount lenses, bringing compatibility improvements for photographers using the new Sony A7 V.

The rollout covers a range of Contemporary and Art primes, including six of the company's premium I Series lenses.

While the firmware versions vary between Version 3 and Version 7 depending on the lens, they all deliver the same fix: resolving a rare issue that could cause the camera's monitor to black out and freeze during shooting when paired with the Sony A7 V.

Firmware

Updates: 17mm, 20mm and 24mm

1. Sigma 17mm F4 DG DN | Contemporary Sony E-mount – Ver.03
Download link for Windows and Mac OS

2. Sigma 17mm F4 DG | Contemporary Sony E-mount – Ver.03
Download link for Windows and Mac OS

3. Sigma 20mm F2 DG DN | Contemporary Sony E-mount – Ver.04
Download link for Windows and Mac OS

4. Sigma 20mm F2 DG | Contemporary Sony E-mount – Ver.04
Download link for Windows and Mac OS

5. Sigma 24mm F2 DG DN | Contemporary Sony E-mount – Ver.04
Download link for Windows and Mac OS

6. Sigma 24mm F2 DG | Contemporary Sony E-mount – Ver.04
Download link for Windows and Mac OS

Updates: 35mm, 45mm, 65 and 90mm

7. Sigma 35mm F1.4 DG DN | Art Sony E-mount – Ver.05
Download link for Windows and Mac OS

8. Sigma 45mm F2.8 DG DN | Contemporary Sony E-mount – Ver.07
Download link for Windows and Mac OS

9. Sigma 45mm F2.8 DG | Contemporary Sony E-mount – Ver.07
Download link for Windows and Mac OS

10. Sigma 65mm F2 DG DN | Contemporary Sony E-mount – Ver.04
Download link for Windows and Mac OS

11. Sigma 65mm F2 DG | Contemporary Sony E-mount – Ver.04
Download link for Windows and Mac OS

12. Sigma 90mm F2.8 DG DN | Contemporary Sony E-mount – Ver.04
Download link for Windows and Mac OS

13. Sigma 90mm F2.8 DG | Contemporary Sony E-mount – Ver.04
Download link for Windows and Mac OS

Pro Advice

If you caught Episode 4 of Bokeh Face: Digital Camera World podcast, above, we discussed the best time to install firmware updates, why they matter, and what issues they can cause. It's a helpful listen if you're unsure when – or whenever – you should update.

It's smart to wait a week or two after release to see if any users hit snags. In the past, brands have had a few hiccups with major updates – for instance, introducing memory-setting bugs or minor interface glitches before being reissued.

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With camera manufacturers now focused on mirrorless systems, it would be easy to assume DSLR lenses have faded into history. Japan's latest sales figures suggest otherwise. According to Japanese retailer Kitamura, a 11-year-old Canon DSLR lens climbed to No.2 in its best-selling lens chart for June 2026 – outperforming almost every modern mirrorless lens on the list.

The lens in question is the Canon EF 50mm f/1.8 STM. The only optic ahead of it is the Sigma 18-50mm f/2.8 DC DN Contemporary for Canon RF mount – the company's first RF lens. The zoom is also available for Sony E, L-mount and Fujifilm X-mount.

Kitamura's June Top 10 reflects today's mixed lens market, with two lenses each from Sigma, Canon, Sony and Nikon, while Tamron and Fujifilm each claim one spot. Yet among all those zooms, there's just a single prime lens in the ranking – and it's the budget-friendly DSLR fifty first released more than a decade ago.

Kitamura's 10 best-selling lenses, June 2026

1. Sigma 18-50mm f/2.8 DC DN | C (RF-mount)
2. Canon EF 50mm f/1.8 STM
3. Sigma 28-70mm f/2.8 DG DN | C ( E-mount)
4. Canon RF 100-400mm f/5.6-8 IS USM
5. Nikon Z 24-120mm f/4 S
6. Sony E 70-350mm f/4.5-6.3 G OSS
7. Fujifilm XF 16-55mm f/2.8 R LM WR II
8. Tamron 25-200mm f/2.8-5.6 Di III VXD G2 (E-mount)
9. Nikon Z 180-600mm f/5.6-6.3 VR
10. Sony FE 24-70mm f/2.8 GM II

Why the Canon EF 50mm f/1.8 STM is so popular

Launched in 2015, Canon's EF f/1.8 STM is still available for $169 / £129, making it one of the most affordable first-party prime lenses on the market.

In our review, we described the classic nifty fifty as an "affordable marvel that any Canon photographer should own."

Our reviewer, Matthew Richards, praised its combination of sharp optics, smooth bokeh, fast and reliable AF (autofocus) and exceptional value for many, arguing that it outperforms Canon's EF 50mm f/1.4 USM in almost every meaningful area apart from its wider maximum aperture.

Its lightweight 160g (5.6 oz) design only adds to its appeal, making it an easy everyday lens for DSLR photographers.

Perhaps most impressively, our testing found that the budget-friendly prime delivered more accurate AF than the pricier EF 50mm f/1.4 USM, and produced sharper images across much of the f/1.8-2.8 aperture range.

It also offered better edge sharpness on APS-C cameras, along with lower levels of color fringing and distortion.

Taken together, those qualities help explain why a decade-old DSLR lens continues to attract buyers, even as the camera industry shifted almost entirely to mirrorless systems.

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Photographers are getting tired of carrying around heavy full-frame cameras, if the latest numbers from Japan are any indication. The latest data from retail tracker BCN+R for trending mirrorless cameras in June 2026 is almost entirely made up of cameras known for smaller designs – and more affordable prices.

The monthly data also featured a camera that made the top ten for the first time, despite launching a year ago: The OM System OM-5 Mark II. The Micro Four Thirds mirrorless slid into 8th place in the monthly rankings.

The OM System OM-5 Mark II is a compact mirrorless body built for the outdoors with IP53 weather-sealing. Part of the lure of the camera is also the stabilization system, which means fewer shots that need a tripod.

The OM-5 Mark II, however, is far from the only smaller-bodied mirrorless on the list. In fact, nine out of the top ten cameras have cropped sensors (APS-C or Micro Four Thirds) and only one is a full-frame model.

According to BCN+R, these were the top mirrorless cameras in Japan in June 2026:

1. Canon EOS R50
2. Sony ZV-E10 II
3. Canon EOS R10
4. Sony ZV-E10
5. Sony A6400
6. Sony A7 V
7. Fujifilm X-T30 III
8. OM System OM-5 Mark II
9. Fujifilm X-M5
10. Nikon Z50 II

That’s a list packed almost entirely with APS-C bodies – though it’s worth noting that the data from BCN+R often doesn’t match up directly with major Japanese camera stores like Map Camera. BCN+R only tracks around 40 percent of electronics sales in Japan, and much of the data comes from general tech stores rather than retailers geared specifically for serious photographers, which tend to lead more towards advanced models than BCN+R’s lists.

Regardless, the list is an interesting look at the latest mirrorless trends in Japan. Of course, crop sensor cameras also tend to be more affordable than their full frame counterparts, so beyond the smaller size, the format also tends to fit into more beginner budgets.

The Sony A7 V is the lone full-frame model on the list, a mirrorless camera that has topped charts across several sources and multiple regions since its launch. The A7 V mixes a full-frame sensor with blackout-free 30 fps shooting and smarter autofocus.

But, the Sony name dominates the list. Both of Sony’s APS-C video mirrorless models, the ZV-E10 and ZV-E10 II made the list, along with the more stills-focused crop sensor, the Sony A6400.

The Canon EOS R50 tops the list; however, a crop-sensor beginner camera with a low price point that has proved exceptionally popular, driving the R50 to numerous bestseller lists since launching in early 2023.

The Canon EOS R10 is still a crop-sensor camera, but is more advanced than the R50 with an autofocus system and burst speeds geared towards fast action.

Fujifilm similarly had two models make the top ten – and both fall on the more affordable end of the brand’s X-series. The X-T30 III is a budget model that still has Fujifilm’s retro looks and a viewfinder, where the X-M5 is Fujifilm’s cheapest, smallest current mirrorless body, but it lacks a viewfinder and is more geared towards vlogging.

Sliding into the tenth-place spot is the Nikon Z50 II, a popular ASP-C model that brings some of Nikon’s high-end speed and autofocus into a more affordable crop-sensor body.

The sales data from general retailers tends to lean more towards affordable beginner models than photo specialty stores. From Yodobashi in Japan, for example, the latest trends list is led by pricey models like the Hasselblad X2D II 100C; but cameras like the A7 V, X-M5, X-T30 II, Z50 II, R50, and ZV-E10 II make both lists.

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Sony has officially unveiled the FX5, the latest in its line of compact full-frame Cinema Line cameras. And while it may look a lot like an FX3, Sony is very keen that you do not call it an FX3 II, with the FX5 designed to sit between the FX3 (which is staying in the lineup) and the FX6.

The Sony FX5 is being aimed at a more professional crowd than the more creator-friendly FX3, with the company suggesting that it will suit anyone looking for a compact B or C camera that can run more comfortably alongside models such as the Burano or Venice 2.

At the center of the FX5 is a newly developed 16.6MP full-frame Exmor RS back-illuminated fully stacked CMOS sensor, paired with Sony’s latest Bionz XR2 processor with its integrated AI unit (which we’ve seen in recent Alpha cameras including the Sony A7 V and A7R VI).

With this sensor-processor combo, Sony claims up to 15 stops of latitude, faster sensor readout, improved low-light autofocus and more advanced subject recognition, with the FX5 supporting all subjects including humans, animals, birds and vehicles.

However, the big headline feature is 5K 60p open gate video using the full 3:2 sensor area, and up to 120p via a future firmware update. 120p frame rate is monstrous and eclipses what has been seen before on cameras in its class. The Canon EOS C50 maxes out at 30p in open gate (although it is 7.1K), while the more consumer-focused Lumix S1II manages 60p in 5.1K open gate.

Open gate is a feature that not everyone needs, but for those who do it is invaluable – particularly useful for anamorphic shooting, vertical crops and reframing footage while maintaining more of the image area. Sony’s 5K resolution should offer a good balance between cropping flexibility and file sizes – although maybe not at 120p!

For super slow-motion. It can also record 16:9 4K with no crop up to 120p, or FHD 16:9 with no crop up to 240p. And with a future update, the FX5 will be able to shoot cropped (76.9%) 16:9 4K up to a whopping 240p.

The FX5 can also record 16-bit X-OCN RAW internally, something previously only possible with larger and more expensive Sony cinema cameras.

Alongside X-OCN LT, Sony has created more compressed C1 and C2 options intended to make RAW recording less punishing on storage (much appreciated, amid the current memory crisis), claiming that this doesn’t compromise footage and enables full grading flexibility.

However, there is a very important asterisk attached to some of these most exciting specifications: at launch, the FX5 will only record 5K open gate in X-OCN (RAW) at up to 60p. The promised headline features of 5K 120p open gate and cropped 4K 240p modes are due to arrive later, through a version 2 firmware update scheduled for August 2027.

This will also unlock open gate recording in XAVC up to 60p, although from what I have seen, there appears to be no open gate XAVC 120p in Sony’s plans.

Sony is hardly alone in selling cameras partly on future firmware, but it is still worth knowing which features will actually be inside the box on day one – and what the future holds. As well as whether it is worth waiting up to a year for promised functions. We will see a lot of rivals release new models between now and then.

In other specs, the FX5 offers three-base ISO (which, it is keen to clarify, is distinct from triple-base ISO) settings of 800, 4000 and 12800, as well as a dual-gain mode designed to reduce noise in darker areas. That dual-gain mode comes with several restrictions, though, including limits on resolution and frame rate.

Physically, the camera remains close to the FX3, weighing around 750g and measuring approximately 132.3 x 79 x 86.95mm. However, existing FX3 cages will not fit because the mounting points have moved, which accessory makers will no doubt consider excellent news.

There is also a larger 3.5-inch, 16:9, 4-axis display, Sony’s CineAlta-style interface with its renowned "Big 6" menu, and built-in monitoring tools including false color, waveform, vectorscope, focus map, histogram, zebras and peaking.

Dual CFexpress Type A slots also support SD cards, while the new NP-SA100 battery is rated for around 170 minutes of continuous 5K recording.

Sony is also launching a trio of new accessories, although completing the FX5 setup will not be cheap. The new XLR handle adds 96kHz, 32-bit float audio recording and costs $798 / £780 / AU$1,099, while a removable, 90° tilting, 7.07-million-dot OLED viewfinder costs another $698 / £650 / AU$999.

Crucially, you will not be able to mount the XLR handle and viewfinder at the same time, due to their positioning on the top plate, although Sony suggests that a third-party solution might be coming at IBC.

There is also a $98 / £90 / €100 / AU$129 timecode cable for synchronizing the FX5 with other cameras on multicamera productions. Together they make the camera considerably more flexible, but anyone planning to buy the body, handle and EVF should prepare for the starting price to skyrocket remarkably quickly.

The Sony FX5 alone will cost $4,898 / £4,700 / AU$7,849 body-only, or $5,498 / £5,200 / AU$8,849 if bought with the new XLR handle. Preorders are open now, with in-store availability scheduled for August 2026.

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The Sony camera lineup will have a new member in just a matter of hours. Sony is launching its newest camera today, July 22, according to a teaser direct from the imaging giant.

Sony is preparing to announce a new camera at 7 AM PDT / 10 AM EST / 3 PM BST on July 22, according to a teaser shared via the brand’s email and social channels.

The teaser is fairly typical as teasers go, showing only the silhouette of the upcoming camera with few actual details. But there are a few key revelations in the teaser that reveal who the camera is for.

The teaser is clearly marked with “Cinema Line.” If that’s not enough of an indication, the vertical social teaser looks like a close-up of a camera, not a lens – though the horizontal YouTube teaser shows a view of that camera with a lens.

The silhouette clearly shows a top handle, a feature that also heavily hints towards the camera being built for video. That, with the hashtag #SonyCine, makes the teaser quite clear that what’s coming is part of Sony’s cinema series rather than the brand’s line of still cameras.

The teaser comes with the line “Lighting the way forward,” a line that could have many potential implications.

The silhouetted camera leaves much to the imagination. Along with the handle, the teaser does show red and green lights at the top of the camera. The back profile of the camera also appears to jut out a bit where the LCD screen would typically sit.

The comments on the newly posted teaser are already filling up with speculation over what’s next for the Sony Cinema series. Sony’s FX cinema series spans the more affordable Sony FX30 to the FX6, while the camera giant also has high-end options like the Sony Burano and Sony Venice 2 among its current cinema lineup.

A dedicated spot on YouTube invites camera fans to watch the announcement on July 22 at 7 AM PT / 10 AM EST / 15:00 BST.

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Japan has long been one of the world's biggest camera markets, making it a closely watched indicator of wider photography trends. Now data from Minna Camera Marketplace in Japan reveals that 70% of the 10 most-traded mirrorless cameras in the country during the first half of 2026 were APS-C models.

However, the overall winner is anything but typical. Canon's EOS R6 Mark II claimed the No.1 position despite being a full-frame camera in a market largely dominated by smaller, more affordable APS-C bodies. With its deeper grip and DSLR-style ergonomics, it also offers handling that's more familiar to photographers upgrading from DSLRs than many compact mirrorless rivals.

Minna Camera analyzed all mirrorless interchangeable-lens cameras traded between January 1 and June 30, 2026. While APS-C cameras accounted for seven places in the Top 10, the first and second positions were both secured by full-frame cameras: the Canon EOS R6 Mark II in first place, followed by the Sony A7 IV.

Top 10 most-traded mirrorless cameras at Minna Cameras (H1 2026)

Why APS-C cameras dominate the rankings

The three full-frame cameras in the ranking averaged around ¥190,000 (approx. $1,170 / £871), compared with roughly ¥90,000 (approx. $544 / £413) for the seven APS-C bodies – a price gab of around two times.

Half of the cameras in the Top 10 also averaged less than ¥100,000 approx. $616 / £458).

"Affordable APS-C bodies broadened the base of the ranking," states Minna Camera, highlighting how lower prices continue to drive demand in the used mirrorless camera market.

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Despite newer flagship releases from Canon, Sony, and Nikon, one full-frame camera launched in 2023 continues to outperform far newer models in Japan's sales charts. Part of Sony's compact full-frame line, which debuted with the "world's smallest and lightest 35mm full-frame mirrorless camera", the Sony A7C II brings that same philosophy and performance to a newer generation. With built-in electronic viewfinder, in-body image stabilization and 33MP sensor, it has become one of the industry's biggest long-term success stories.

Major Japanese camera retailer Kitamura has now published its June sales rankings, with the camera once again taking the No.1 spot.

Launched nearly three years ago, the Sony A7C II has earned a reputation as a full-frame "sweet spot" camera, striking an impressive balance between performance, portability and price. Available for $2,098 / £1,799, it continues to prove that photographers don't always need the latest release to get the camera they want.

Kitamura's 10 best-selling cameras, June 2026

1. Sony A7C II
2. Canon EOS R10 + RF S 18-150mm IS STM Lens Kit
3. Fujifilm X-M5 + XC15-45mm Lens Kit
4. Sony A6700 High-Magnification Zoom Lens Kit
5. Canon EOS R50 Double Zoom Kit
6. Sony A7 V
7. Sony A7 IV Zoom Lens Kit
8. Sony ZV-E10 II Power Zoom Lens Kit
9. OM SYSTEM OM-5 Mark II + 12-45mm f/4 PRO Lens Kit
10. Nikon Z30 Double Zoom Kit

Lightweight design marvel

The Sony A7C II features a 33MP full-frame Exmor R sensor, AI-powered subject-detection autofocus (AF), 7-stop in-body stabilization (IBIS), and 10-bit 4:2:2 4K 60p video recording, offering serious performance for both photographers and videographers.

Even with its compact form, the A7C II retains a built-in electronic viewfinder – known as a must-have feature for many photographers.

Weighing just 514 g (1 lb 2.2 oz), it delivers full-frame image quality in a remarkably compact body that's particularly well-suited to travel photographers and hybrid creators. Despite its small size (124 x 71.1 x 63.4 mm), Sony has retained a built-in electronic viewfinder – a feature that many photographers still consider essential.

While some compact and creator-focused mirrorless cameras now rely solely on the rear LCD, the A7C II offers an eye-level shooting experience without significantly increasing its size.

Nearly three years after its launch, the A7C II still delivers everything most photographers want or need.

While camera manufacturers release dozens of new models each year, sales data continues to show older, well-balanced cameras can outperform the latest tech when they strike the right mix of price, performance and usability.

The Sony RX10 V refreshes a nearly decade-old design with modern autofocus smarts, but the new super zoom also comes with another key change: it’s the priciest bridge camera that I’ve seen yet.

I tried the Sony RX10 V and loved the mix of wide-angle, telephoto and macro all in one camera instead of a bag full of gear. But considering the price change that comes with the new luxury super zoom, I had to ask: is there a mirrorless combination that has a similar reach for a lower price point?

Enter the Sony A6700 with an all-in-one superzoom, like the Tamron 18-300mm f/3.5-6.3 Di III-A VC VXD, which brings a 27-450mm equivalent focal length, or the Sigma 16-300mm f/3.5-6.7 DC OS | C with a 24-450mm equivalent range.

No, those all-in-one zooms don’t reach as far as the RX10 V’s 24-600mm equivalent lens, but the A6700’s larger sensor (APS-C versus 1-inch on the RX10 V) and higher resolution can help make up for that difference.

The Sony A6700 has a 23% boost in megapixels, 26MP versus 20.1MP. If you cropped in the A6700 by 23%, you’d end up with a view that looked more like 550mm – a much closer perspective to the RX10’s telephoto 600mm reach.

The Sigma 16-300mm f/3.5-6.7 DC OS | C still hits 24mm on the wide end and comes in at a similar weight of 615g / 1.4lb and price point to the Tamron.

The Sony RX10 V comes with a $2,299 / £2,200 / AU$3,499 price. That’s about $600 higher than the 2019 Sony RX10 IV in the US. While that seems steep, the number actually matches quite close to inflation.

According to inflation calculators, the $1,700 that the RX10 IV cost in 2019 would be about $2,160 today. (And in the US, the discontinued RX10 IV was going for even higher in mint condition.)

But while the price change isn’t too far removed from inflation, over the last several years there seems to be a growing trend for mirrorless optics that fall in the all-in-one / superzoom category.

The Tamron 18-300mm, introduced in 2021 for E-Mount, covers wide to telephoto and also shoots half macro, all without swapping lenses. Sigma's option is even newer, launched in 2025.

A superzoom won’t be smaller than the RX10 V, as the lens doesn’t collapse when powering the camera off, like with the bridge camera. But the two options do have a similar weight.

The RX10 comes in at 2.4 lbs / 1110g. Combining the weight of the A6700 (17.4 oz / 493.2 g) with the weight of the Tamron 18-300mm (21.86 oz / 620g) comes to 2.45 lbs / 1,113g. The sigma 16-300mm is about 5g less, putting it actually under the weight of the RX10 V with the A6700.

Of course, there are mirrorless lenses that can get that 600mm reach on the A6700 – like the Tamron 50-400mm f/4.5-6.3 Di III VC, which creates a 75-600mm 35mm equivalent on an APS-C body. But that lens doesn’t fall under the cost of the RX10 V unless paired with a more affordable body like the Sony A6400, which doesn’t have as robust an animal detection autofocus system.

The capabilities of the Sony A6700 aren’t a direct match with the RX10. On the one hand, the A6700 has the larger sensor and higher resolution, but the RX10 V wins in burst speed with 30fps over the mirrorless camera’s 11fps.

Am I glad that Sony revived its super zoom from the dead? Yes. Did I love shooting with the RX10 V? Also, yes. The RX10 V is a great camera for packing only one fixed lens camera and still hitting every genre from wide angle to telephoto to macro.

But, like with the compact camera trend, it’s worth pointing out that the RX10 V doesn’t necessarily save money over a mirrorless system.

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Technology tends to have a short lifespan, but the Canon EOS R6 series is so popular in Japan that both of the older models are in the top three for used camera sales.

The data comes from a popular Japanese camera buy-and-sell app, Minna Camera, which recently tallied the most popular cameras sold on the app for the month of June. The list is led by the Canon EOS R6 Mark II, followed by the Sony ZV-E10 and the original Canon EOS R6.

The Canon EOS R6 Mark II was replaced in November 2025 by the new R6 Mark III, a 32.5MP full-frame 7K open gate camera that has been listed among several new camera top ten lists since its launch. But the 24.1MP Mark II and original 20.1MP R6’s inclusion in Minna Camera’s list suggests solid used camera sales across the camera’s history.

However, the data also highlights how rapidly the used camera market can shift, with five of the cameras in the top ten list all cameras that hadn’t made the previous month’s list. The Ricoh GR IV, for example, was in 35th place the previous month but jumped up to 6th place – Ricoh’s announcement of a price increase coming in July – which has now also been implemented outside of Japan too – likely influenced the used sales for the relatively new compact camera.

Two of those five cameras that have popped into the top ten from the lower rankings are DSLRs, the Nikon D7500 and the D750, suggesting the larger interchangeable lens format remains well-traded among used camera marketplaces.

The top-traded cameras on Minna Camera for June include:

• Canon EOS R6 Mark II
• Sony ZV-E10
• Canon EOS R6
• Nikon D7500
• Nikon Z50 II
• Ricoh GR IV
• Canon EOS R10
• Nikon D750
• Sony A7C II
• Sony A7 IV

For lenses, shoppers seemed to have a healthy craving for telephoto glass. The workhorse Nikon 70-200mm f/2.8 VR S topped the June list. While Canon took two of the top three camera bodies, Z Mount glass is the most popular mount on the platform at 30 percent of sales. The Canon EF, Canon RF, and Sony E all trailed at 20 percent each – so combining Canon’s DSLR and mirrorless lenses would bring it to the top spot – with Fujifilm X capturing the other ten percent.

Zooms make up much of the top ten list, with just three prime lenses on the list, and many of those optics hit a focal length longer than 100mm.

The most popular lenses in June on Minna Camera were:

1. Nikon Z 70-200mm f/2.8 VR S
2. Canon RF 24-105mm f/4 L IS USM
3. Canon RF 100-400mm f/5.6-8 IS USM
4. Canon EF 100mm Macro f/2.8 L IS USM
5. Nikon Z 24-120mm f/4 S
6. Fujifilm XF 35mm f/1.4 R
7. Nikon Z 180-600mm f/5.6-6.3 VR
8. Sony FE 24-105mm f/4 G OSS
9. Sony FE 200-600mm f/5.6-6.3 G OSS
10. Canon EF 50mm f/1.8 STM

Used trends don’t directly match the trendiest new cameras from Japan, and data from Japan doesn’t necessarily match other regions. But, with Japan the home to several major camera brands, the data offers an interesting look at what cameras are selling well in the home of major camera brands like Canon, Sony, Nikon, Fujifilm, Ricoh, and others.

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The vlogger-oriented Sony ZV-E10 cameras have gone largely unchallenged since the original was released in 2021. Any search for the best cameras for vlogging, content creation or travel photography now seems to bring up these models, and justly so.

However, I also think that a certain competitor camera, the Canon EOS R50, which came out in 2023, subsequently gets overlooked in this debate – and it’s actually a pretty solid rival to the ZV-E10.

These cameras boast similar specs and cost around the same. So if you’re looking for a small, nimble, creator camera, I want to make the decision easier for you.

The big question, then: which one would I choose? I’d go with Sony, simply because it's more versatile.

While both cameras pack a decent but respectable 24MP APS-C CMOS sensor, can record 4K 30p and FullHD 120p, and have a 3.0-inch fully articulating touchscreen, the Sony E-mount system has a much wider array of compatible lenses and better battery life.

There are over 80 native Sony E-mount lenses compatible with its cameras, whereas Canon can has over 50 native RF and RF-S lenses.

You’re sure to find the Canon lens you need from that range, but it’s the third-party options that boost Sony's appeal – swelling the total catalog to over 300. With Canon restricting third-party manufacturers' ability to release RF / RF-S glass, there are far fewer to choose from.

The Sony camera battery, the NP-FW50, also significantly outperforms Canon’s LP-E17 battery, powering approximately 440 still shots versus 310 on a full charge.

Of course, there are things about the Sony I don’t like, notably the lack of an electronic viewfinder. I get that this is because the ZV series is aimed at video, but it’s annoying if you shoot stills as well.

I also give the ergonomics points to the Canon. Its grip has more depth and, in general, the camera seems to fit in your hand more snugly. The Sony is way too thin for that snug feel, which is a criticism I’ve had of all Sony Alpha cameras – even my beloved Sony A7 III.

Still, the ZV-E10 is the winner for me – but not by a country mile. It's smaller and lighter, has a better selection of lenses and more juice in the battery – though I still wish it had an EVF for stills.

The Sony ZV-E10 II is also available, which brings a few extra megapixels of resolution and almost double the battery life thanks to the new NP-FZ100 (though it will set you back around $300 more than its predecessor).

And there's also the Canon EOS R50 V, a vlogging-oriented version of the R50 that's more of a direct competitor to the Sony options… but again you lose the viewfinder…

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Sony shocked the videogame and consumer tech industries last week by announcing that physical disc production for new PlayStation games would end in January 2028. Cue an almighty furore from gamers and proponents of physical media alike – and an ominous note for camera users.

I joined the growing number of gamers cancelling their PS Plus Subscription in what I’m sure will amount to a vain attempt at telling the tech giant that a digital-only future isn’t appealing to everyone. And that train of thought brought me right back around to the camera industry.

Specifically, how the compact camera, which most manufacturers had all but abandoned, came back with a vengeance. Film, reduced to being the preserve of a few darkroom nerds, was thrust back into the fore. As well as instant cameras, camcorders and Y2K-style point-and-shoots, all brought back from the brink in surprising circumstances.

Don’t get me wrong, it’s important to remember that when we talk about these resurrections, they rarely compare with the popularity of the technology in question’s heyday.

I’m well aware that the way photography journos (like myself) bang on about film, if you lived under a rock, you’d be forgiven for assuming that every person and their dog was carrying around a film camera. Which just isn’t the case.

However, it is interesting to me that Sony is choosing to abandon discs at a time when physical media is enjoying something of a resurgence. For example, last year 4K Blu-Ray sales actually increased and vinyl sales exceeded $1 billion.

And we all know that the camera industry is seeing a similar appetite for aging tech, with retro-cool compacts regularly topping Japanese sales charts and the rise and rise of Fujifilm’s Instax, an instant camera brand.

Forging ahead and forgetting the past

As upset and angry as I am that the videogame industry may never be the same again, I’m well aware that however surprising the timing is, it’s not at all unlike Sony to commit to a big decision like this.

Sony isn’t what I’d call a retrospective company. It doesn’t tend to linger upon its past successes, choosing instead to forge ahead. Once again, its camera division is a great microcosm of that ethos.

Sony was the first camera manufacturer to release a full-frame compact camera in the Sony RX1. It was also the first to commit to full-frame mirrorless cameras, when it launched the Sony A7 and Sony A7R in 2013. It wasn’t until Canon and Nikon launched their respective full-frame offerings nearly five years later that the coveted Alpha series had any true competition.

The Sony A9 debuted the world’s first blackout-free shooting. The Sony A9 III was built around the world’s first full-frame consumer global shutter sensor. Sony also pioneered animal autofocus and of course, it’s a well-known fact that the tech giant manufactures the lion’s share of the world’s camera sensors.

And yet, it rarely looks back. You could argue that it doesn’t have the same imaging heritage to dip into as many of the other camera companies, but I still question whether it’d ever go the retro route anyway.

Historically, Sony hasn’t always got it right (remember Betamax or cameras that recorded onto floppy discs?) but it’s certainly not afraid to make big decisions. Even if this latest big decision involves axing a technology that it codeveloped. History suggests that Sony knows what it’s doing, but that doesn’t mean I have to like it.

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Sony has now brought back its popular super zoom bridge camera from the dead, reviving the discontinued series with the launch of the new Sony RX10 V. The super zoom has the same sensor and processor as the discontinued RX10 IV, but brings Alpha-series level autofocus smarts.

But the super zoom category is unusual in that it tends to find its way into the hands of photographers across every skill level – and across multiple generations. Inspired by the super zoom’s beginner-friendly design, I decided to do something I don’t normally do with a four-figure priced camera: I put it in auto mode and handed it to my eleven-year-old daughter.

The only instruction I offered (besides “please don’t drop this”) was what button to press to take a photo and how to use the toggle to zoom in and out. (She is a photographer's daughter with a hand-me-down DSLR, so she kept trying to twist the lens to zoom).

I walked the lake shore with my pre-teen as she photographed a loon, a dragonfly and a rabbit. Despite the camera being in auto mode, this is what she captured:

Did she also take some photos with motion blur and missed focus? Of course. But the camera’s auto mode simplicity speaks to the lower bar of entry for the bridge camera.

With the same sensor and processor as the previous version, the Sony RX10 V isn’t a major overhaul, but the upgrades enhance what I already love about this kind of camera: how easy they are to use. Sony has brought its Alpha series wizardry into the super zoom, which brings several subject detection autofocus modes. The camera is essentially smart enough to focus for you (most of the time).

Animal eye detection autofocus is one of my favorite wildlife photography tools, so to see Sony boost the feature in a camera made for multiple skill levels is refreshing. Those simpler autofocus capabilities are paired with a 30fps burst to help budding photographers increase the odds of getting a perfectly timed shot.

The super zoom category is one that is meant for a wide range of hands, in both skill levels and ages. I can’t in good conscience call the RX10 V a “compact” camera, but the camera is both far smaller and far simpler to use than a mirrorless camera with a 600mm lens.

I’ve recommended super zoom cameras to everyone from kids interested in wildlife photography to Baby Boomers who are more serious about birds than about photography. That’s why I’m particularly excited that the RX10 series that Sony previously discontinued has been brought back to life.

The RX10 V, of course, isn’t the only super zoom camera available – there’s the Nikon P1100 with its massive 125x zoom, for example.

But, the super zoom is a category that seems to be slowly diminishing at a time when, based on the compact camera trend, I feel like it should be doing the opposite. Give a camera a massive zoom range, and there aren’t a lot of types of photographs that it can’t capture.

The bridge camera is a casual and enthusiast camera that touches on multiple genres. Outside of wildlife photography, the RX10 V also has close focusing for macro, a wide 24mm for landscapes, and a bright f/2.8 aperture for portraits.

The same zoom and focus that boosts the camera for wildlife also means the RX10 V should be a good choice for photographing kids' sports games without the complexity of pro sports cameras.

The RX10 V isn’t made exclusively for beginners. There’s a full manual mode, and camera geeks will appreciate the larger 1-inch sensor and the f/2.8-4 aperture capabilities on the lens.

I was worried that the pocketable camera trend may kill the beloved super zoom that suits a wide range of genres and photographers – which is why I was so excited to see Sony announce the RX10 V.

But there is one feature that may discourage casual users and enthusiasts: the price. The RX10 V’s larger sensor and brighter aperture lens make it a premium bridge camera option with a price that reflects that. The camera is set to retail for $2,299 / £2,200 / AU$3,499.

That’s more than the list price of the earlier version. But it’s worth noting that, since Sony discontinued the RX10 IV, 'like-new' cameras from reputable used dealers have sat closer to the $3,000 mark.

Still, that price puts the camera at a similar cost to picking up a larger sensor Sony A6700 with a 70-350mm (105-525mm equivalent) or an 18-300mm (27mm-450mm equivalent) lens. The choice is yours, but I for one am glad that the choice exists.

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