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 has a few unusual shakeups.
The top cameras for July from Japanese retailer Map Camera read like a who's who of the most popular models, with three that have regularly dominated trends.
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 has several surprises – 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, as 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 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:
- Sony A7 V
- Fujifilm X100VI
- Sony A7C II
- Nikon Z5 II
- Ricoh GR IV
- Canon PowerShot SX740 HS
- Sony a6700
- Canon EOS R5 Mark II
- Canon EOS R6 Mark II
- Fujifilm X-E5
You may also like
Browse the best mirrorless cameras or the best compact cameras.
