Canon's budget telephoto lens tops Japan's sales charts – but this third-party standard zoom is the bigger success story

Sigma 18-50mm f/2.8 DC DN | C Canon RF lens against a grey, gradient background — This third-party standard zoom is one of the market's biggest success stories and is available for multiple camera systems (Image credit: Sigma)

A compact and affordable telephoto lens for Canon EOS R-series cameras is the new number one best-selling lens in Japan, according to major retailer Kitamura.

While the Canon RF 100-400mm f/5.6-8 IS USM claims the top spot, a third-party 18-50mm standard zoom makes a trio of appearances in the top 10 across different mounts, making it one of the chart's standout performers.

The Sigma 18-50mm f/2.8 DC DN | C is the company's first Canon RF lens and an ideal choice for APS-C cameras such as the EOS R7, R10, R50 and R100. Both lenses are relatively affordable in their categories, with Canon's 100-400mm priced at $749 / £599 and Sigma's 18-50mm available for $659 / £468 (RF-mount).

Kitamura's 10 best-selling lenses, May 2026

1. Canon RF 100-400mm f/5.6-8 IS USM
2. Sigma 18-50mm f/2.8 DC DN | C (E-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. Fujifilm XF 16-55mm f/2.8 R LM WR II
6. Fujifilm XF 70-300mm f/4-5.6 R LM OIS WR
7. Sigma 18-50mm f/2.8 DC DN | C (RF-mount)
8. Sony FE 50mm f/1.8
9. Sony FE 100mm f/2.8 Macro GM OSS
10. Sony FE 40mm f/2.5 G

#1 lens: Canon's affordable super-telephoto zoom

While telephoto lenses in the 400mm range are typically large, heavy and expensive, the Canon RF 100-400mm f/5.6-8 IS USM stands out as a compact and affordable alternative, making it a popular choice among wildlife, nature and sports photographers.

For comparison, Canon's pro RF 100-500mm f/4.5-7.1L IS USM costs $2,899 / £2,385, and weighs 1530g, while the RF 100-400mm is priced at $749 / £599and weighs just 635g.

Although it isn't weather-sealed, the lens features Canon's fast USM AF (autofocus), up to 5.5-stop image stabilization, and delivers impressive all-round image quality in a remarkably portable package.

The real winner: Sigma's third-party lens success

The Sigma 18-50mm f/2.8 DC DN | C Canon RF lens on a wooden surface against a dark background with moody lighting — The Sigma 18-50mm f/2.8 DC DN | C is available for E-mount, X-mount, RF-mount and L-mount (Image credit: James Artaius)

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

Unlike many standard zooms, the 18-50mm is remarkably compact at just 290g, yet combines solid build quality with a fast, constant f/2.8 aperture. In our review, we said that "this Sigma is a little lens that really does punch well above its weight."

It delivers impressive image quality, features weather-resistant construction, and comes with a budget-friendly price tag. Available for four different mounts, it's easy to see why the lens has become a favorite across multiple camera systems.

Seeing this lens rank second, fourth and seventh in Kitamura's latest sales charts is no surprise. While Canon's RF 100-400mm takes the top spot, Sigma's compact standard zoom is arguably the biggest success story in the rankings.

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Kim is a photographer, editor and writer with work published internationally. She holds a Master's degree in Photography and Media and was formerly Technique Editor at Digital Photographer, focusing on the art and science of photography. Kim covers everything from breaking industry news and camera gear to the stories shaping photography today. Blending technical expertise with visual insight, she explores photography's time-honored yet ever-evolving role in culture.