The BCN Awards, sourced using data from major Japanese electronic retailers, has published its 2026 results and Nikon features in three categories: Mirrorless, DSLR, and binoculars, coming third, second and third in each category, respectively.
Nikon Rumors has posted BCN’s findings along with a short analysis of the brand’s fortunes. The rumor outlet praised Nikon’s presence within a very competitive market, while stating: “to climb higher, focusing on entry-level mirrorless or hybrid video capabilities could help.”
I couldn’t agree more! I’ve been saying for years that Nikon’s decision to focus on enthusiast and pro gear will hurt its imaging business in the long term, because brand loyalty is such a huge deal in photography.
The profit margin on an entry-level camera might not be as good as premium offerings, but it captures consumers at the very beginning of the funnel. Once you’ve bought into a system and got used to it, you’re likely to stick with that system when you eventually upgrade.
If Nikon isn’t fostering beginner photographers, it’s missing a crucial moment in which to build that connection. And I believe it’s even more important for Nikon to catch consumers early than some other camera manufacturers, because it’s competing directly with Canon and Sony. Let me explain…
Direct competition
Nikon, Canon and Sony are all going after the same corner of the market. They all build full-frame mirrorless cameras, boast huge collections of mirrorless glass, are jostling for the next big innovation in camera technology and are focusing increasingly more of their resources towards video cameras.
As such, they’re the go-to choice for professional landscape, portrait, wildlife and sports photographers, as well as run-and-gun video creators. The problem is that their customer bases are extremely loyal – fanatical, if you will.
Of course there are always exceptions to the rule, but most people who want to buy a serious mirrorless camera will choose one of the above manufacturers, not two, not three, just one. After all, they all pretty much do the same thing.
If you have a Nikon Z8 and buy a Nikon Z 24-70mm f/2.8 S II for $2,797 / £2,599 / AU$4,599, what’s the point of also investing in a Canon EOS R5 Mark II and then having to buy a Canon RF 24-70mm f/2.8L IS USM?
But other manufacturers such as Fujifilm, Leica and OM System don’t have to play by the same rules. You could very much own a Z8 and fancy picking up a Fujifilm X100VI, a Leica D-Lux 8 or the just-announced OM System PEN as an everyday carry.
Maybe the Nikon Zf and Nikon Zfc fill the role of something slightly different, but the majority of Nikon’s catalog is standard enthusiast- to pro-grade fare.
Entry-level gold
As a huge Nikon fan, every single Black Friday it pains me to see the utterly fantastic Canon EOS R100 become even more ridiculously good value, only to wonder why Nikon doesn’t have a camera like that. And while the Nikon Z30 and Zfc get close, they’re not truly affordable beginner cameras in the same vein as the EOS R100 or Nikon D3500.
Extenuating circumstances such as component shortages, the memory crisis, Trump tariffs and general economic instability mean it’s a difficult market out there for every camera manufacturer. And while Nikon isn’t in trouble, its financial results haven’t been where they ought to be of late.
Don’t get me wrong, Nikon is a huge company and its imaging division isn’t the only area it’s focused on. But to ensure a steady stream of Nikon photographers from now until well into the future, please, Nikon, don’t neglect entry-level photographers any longer.
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