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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