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:

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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Photography can get expensive fast, but your first camera and lens don't have to be.

These three cameras are ideal for learning the ropes and come with a versatile lens perfect for everyday shooting, travel, landscapes, portraits, and more. With these deals, you can save up to £.

The Olympus OM-D E-M10 Mark IV in silver + 14‑42mm f/3.5-5.6 is now just £548 on Amazon – you save £351 off its £899 RRP.

The Canon EOS R100 + 18-45mm f/4.5-6.3 + 75-300mm f/4.5-6.3 is now just £719 at Wex – you save £100 off its original £819 price.

The Sony A6100 + 16-50mm f/3.5-5.6 is now just £639 on Amazon – you save £60 off its £699 RRP.

Olympus M-D E-M10 Mark IV

Best cheap retro camera

Beautifully designed and packed with modern features, the OM-D E-M10 Mark IV is ideal if you value creativity and classic styling.

Its 20.3MP Micro Four Thirds sensor, paired with 5-axis in-body stabilization, produces remarkably sharp results even when shooting challenging low-light situations handheld.

The tilting touchscreen and tactile dials encourage manual experimentation, and the high range of compatible lenses opens up endless photographic possibilities.

It's a superb choice if you want a lightweight, versatile tool for everyday shooting.

Canon EOS R100

Best cheap beginner camera

If you want a straightforward, capable camera to learn on, the Canon EOS R100 is a fantastic starting point.

Its 24.1MP APS-C sensor delivers crisp, detailed images with pleasing color straight out of the camera, while Canon's Face+ Tracking autofocus helps keep subjects sharp with minimal effort.

The guided menus make it easy to understand exposure settings. It's compact, lightweight, and compatible with Canon's expanding RF lens system – giving you room to explore different genres without overcomplicating your setup.

Please note: If you mainly want to shoot video, the R100 is not the camera for you, as fixed screen and cropped 4K video, limiting flexibility.

Sony A6100

Best cheap travel camera

The Sony A6100 remains one of the most capable APS-C cameras for beginners who want a bit more control.

Its lightning-fast autofocus system tracks subjects effortlessly, while the 11 frames per second continuous shooting makes it great for action, wildlife, or street photography. You get 24.2MP image quality with excellent dynamic range and low-light performance, plus 4K video if you decide to explore motion later.

Its compact build and long-lasting battery make it a brilliant choice for travel or anyone who prefers to stay light on their feet without sacrificing image quality.

Browse the best cheap cameras and the best camera for beginners.

Photography can get expensive fast, but your first camera and lens don't have to be.

These three cameras are ideal for learning the ropes and come with a versatile lens perfect for everyday shooting, travel, landscapes, portraits, and more. With these deals, you can save up to $200.

The Olympus OM-D E-M10 Mark IV in silver + 14‑42mm f/3.5-5.6 is now just $699.99 at Adorama – you save $200 off its original $899.99 price.

The Canon EOS R100 + 18-45mm f/4.5-6.3 + 75-300mm f/4.5-6.3 is now just $749 at B&H – you save $80 off its original $829 price.

The Sony A6100 + 16-50mm f/3.5-5.6 is now just $833.62 on Amazon – you save $116.37 off its original $949.99 price.

Olympus M-D E-M10 Mark IV

Best cheap retro camera

Beautifully designed and packed with modern features, the OM-D E-M10 Mark IV is ideal if you value creativity and classic styling.

Its 20.3MP Micro Four Thirds sensor, paired with 5-axis in-body stabilization, produces remarkably sharp results even when shooting challenging low-light situations handheld.

The tilting touchscreen and tactile dials encourage manual experimentation, and the high range of compatible lenses opens up endless photographic possibilities.

It's a superb choice if you want a lightweight, versatile tool for everyday shooting.

Canon EOS R100

Best cheap beginner camera

If you want a straightforward, capable camera to learn on, the Canon EOS R100 is a fantastic starting point.

Its 24.1MP APS-C sensor delivers crisp, detailed images with pleasing color straight out of the camera, while Canon's Face+ Tracking autofocus helps keep subjects sharp with minimal effort.

The guided menus make it easy to understand exposure settings. It's compact, lightweight, and compatible with Canon's expanding RF lens system – giving you room to explore different genres without overcomplicating your setup.

Please note: If you mainly want to shoot video, the R100 is not the camera for you, as fixed screen and cropped 4K video, limiting flexibility.

Sony A6100

Best cheap travel camera

The Sony A6100 remains one of the most capable APS-C cameras for beginners who want a bit more control.

Its lightning-fast autofocus system tracks subjects effortlessly, while the 11 frames per second continuous shooting makes it great for action, wildlife, or street photography. You get 24.2MP image quality with excellent dynamic range and low-light performance, plus 4K video if you decide to explore motion later.

Its compact build and long-lasting battery make it a brilliant choice for travel or anyone who prefers to stay light on their feet without sacrificing image quality.

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If you want to shoot maximum image quality with a compact and lightweight setup, you might want to check out "the most compelling compact camera on the market", recently honored as the Best Professional Fixed Lens Camera at the TIPA World Awards 2026.

The Sony RX1R III is now available for only £3,899 at Wex. With this deal, you save £300 off its original price of £4,199!

The "Best Professional Fixed Lens Camera"

The RX1R III somehow squeezes a 61MP full-frame sensor and a Zeiss 35mm f/2 lens into a body that's smaller than almost anything else on the market.

It's lighter than you expect, sharper than it has any right to be, and its 693-point autofocus system is, frankly, leagues ahead of most fixed-lens rivals.

Yes, it lacks IBIS. Yes, the rear screen doesn't tilt. And yes, it costs the same kind of money as a luxury compact like the Leica Q3 – but here's the thing: nothing else gives you this combination of size, resolution, and AF performance in one sealed unit.

The 61MP sensor also enables clever digital crop modes, giving you effective 35mm, 50mm, and 70mm focal lengths at the tap of a screen. It's like carrying three primes in your jacket pocket – without carrying three primes.

If you want the smallest, most powerful everyday camera you can buy right now, this is it. It's as close to a "perfect carry" as compact cameras get.

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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If you're looking for a compact camera that can handle both stills and video, this model is well worth a look.

It's been hard to find at US retailers lately, but it's currently back in stock at Amazon.

Popular among street photographers and vloggers alike is the Sony ZV-1, now available in white + free accessories for just $798 at Adorama. This is $100 off its usual $898 price tag.

Why the Sony ZV-1 had me rethink my street photography setup

The Sony ZV-1 is tiny, powerful, and ideal for capturing life as it happens, without drawing attention to yourself. For street photography, that's gold.

I usually shoot with my Sony A7 III, which is amazing – but also a bit bulky, especially when compared to the ZV-1. In quieter settings, it tends to draw too much attention, which completely ruins those raw, candid moments that street photography thrives on.

The ZV-1 fits in a jacket pocket, measures just 105.5 x 60.0 x 43.5mm, and is low-key enough to go unnoticed – letting you capture city life as it naturally unfolds. And let's be honest, sometimes fewer MP and a more compact size get you a better shot, simply because you can take it.

And if you've ever thought about trying vlogging, the ZV-1 is a great entry-level vlogging camera.

Sure, some call it a tweaked version of the RX100 series, but the upgrades here are tailored specifically to creators: better audio, user-friendly controls, and a screen that makes framing yourself super easy.

Yes, there are a few quirks – like the focus distance jumping when zooming in and the Active SteadyShot stabilization not quite living up to expectations.

But on the plus side, autofocus is incredibly fast, and overall, the camera feels intuitive and fun to use. So, if you can look over the zoom jumping and use a tripod or gimbal for video, the Z-V1 is great.

At $748, the ZV-1 offers excellent value for street photography and an easy entry into video content creation. And in genres like street photography, this little camera could become your (or even my) secret weapon.

Check out the best compact camera, the best camera for street photography, and the best cameras for vlogging.

If you're looking for a compact camera that can handle both stills and video, this model is well worth a look.

It's been hard to find at UK retailers lately, but it's currently back in stock at Amazon.

Popular among street photographers and vloggers alike is the Sony ZV-1, now available for just £539 at Amazon. This is £80 off its usual £619 price tag.

Why the Sony ZV-1 had me rethink my street photography setup

The Sony ZV-1 is tiny, powerful, and ideal for capturing life as it happens, without drawing attention to yourself. For street photography, that's gold.

I usually shoot with my Sony A7 III, which is amazing – but also a bit bulky, especially when compared to the ZV-1. In quieter settings, it tends to draw too much attention, which completely ruins those raw, candid moments that street photography thrives on.

The ZV-1 fits in a jacket pocket, measures just 105.5 x 60.0 x 43.5mm, and is low-key enough to go unnoticed – letting you capture city life as it naturally unfolds. And let's be honest, sometimes fewer MP and a more compact size get you a better shot, simply because you can take it.

And if you've ever thought about trying vlogging, the ZV-1 is a great entry-level vlogging camera.

Sure, some call it a tweaked version of the RX100 series, but the upgrades here are tailored specifically to creators: better audio, user-friendly controls, and a screen that makes framing yourself super easy.

Yes, there are a few quirks – like the focus distance jumping when zooming in and the Active SteadyShot stabilization not quite living up to expectations.

But on the plus side, autofocus is incredibly fast, and overall, the camera feels intuitive and fun to use. So, if you can look over the zoom jumping and use a tripod or gimbal for video, the Z-V1 is great.

At £539, the ZV-1 offers excellent value for street photography and an easy entry into video content creation. And in genres like street photography, this little camera could become your (or even my) secret weapon.

Check out the best compact camera, the best camera for street photography, and the best cameras for vlogging.

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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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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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 FX5 has officially joined the company’s Cinema Line, and preorders are now open on both sides of the Atlantic. Positioned between the compact Sony FX3 and the more production-focused FX6, the new camera brings some seriously impressive filmmaking features into a comparatively portable body. The body-only model is priced at $4,899.99 in the US and £4,699 in the UK, with the first cameras expected to begin shipping during August 2026.

In the US, B&H Photo currently has the Sony FX5 body available to preorder for $4,898, making it marginally cheaper than Sony’s official list price. B&H lists an estimated shipping date of August 18 and also offers a separate version bundled with the new XLR-H2 handle unit for $5,498. The body-only package is the one to choose if you already have an external audio setup or simply want to keep your FX5 rig as compact as possible.

Where to buy the Sony FX5?

Adorama is matching B&H’s body-only price of $4,898 and is also accepting preorders. There is very little separating the two retailers on price, so your decision will probably come down to delivery estimates, reward points, financing, or whether you already have an account with one of them. Amazon is also taking preorders at $4,899.99, matching Sony’s official US retail price almost exactly.

UK filmmakers can preorder the Sony FX5 from Wex Photo Video for £4,699, with the retailer expecting its first stock in mid-August. Wex does not take payment until the camera is in stock and ready to be dispatched, which could be useful if you want to secure a place in the queue without paying the full price immediately. Its FX5 package with the XLR handle is also available for £5,199.

London Camera Exchange is also accepting preorders for the body-only FX5 at £4,699, while Sony UK is selling the camera directly for the same price. Sony currently states that direct orders will begin shipping from August 28, although delivery dates may change depending on initial demand. Buying directly from Sony also gives customers access to its current bundle offer, which provides £200 off selected G Master lenses when purchased with the FX5 before September 30, 2026.

Whichever retailer you choose, it is important to remember that these prices are for the camera body without a lens or XLR handle. The FX5 uses Sony’s E mount, so it is compatible with a huge selection of native Sony and third-party lenses, but anyone needing professional XLR audio will have to purchase the handle separately or choose one of the more expensive bundles. Sony has also introduced an optional OLED viewfinder, giving filmmakers more freedom to build the camera around their particular style of production.

At the heart of the Sony FX5 is a newly developed 16.6MP full-frame stacked Exmor RS sensor, designed specifically with high-end video production in mind. It supports 5K recording at up to 60p using the full sensor area, while Open Gate capture gives filmmakers much more freedom when reframing footage for traditional widescreen delivery, vertical social media content, or alternative aspect ratios. The stacked design should also help reduce rolling shutter, which is particularly important when filming fast movement, handheld sequences or rapid camera pans.

The FX5 can record 16-bit X-OCN RAW internally, bringing one of Sony’s more advanced cinema formats into a smaller and more accessible camera body. It also supports 4K recording at up to 120p for detailed slow-motion footage, while its three base ISO settings of 800, 4000 and 12800 should make it particularly adaptable when moving between controlled studio lighting, documentary work and demanding low-light environments. Sony has also confirmed that a future firmware update, currently planned for August 2027 or later, will add 5K recording at up to 120p and cropped 4K capture at up to 240p.

What makes the FX5 particularly interesting is how much of Sony’s higher-end Cinema Line technology it places into a body aimed at independent filmmakers, owner-operators and smaller production companies. It offers the flexibility of Sony’s E-mount lens system, professional recording formats and a modular design that can be adapted with an optional XLR handle, OLED viewfinder and external accessories.

At $4,898 in the US or £4,699 in the UK, it is certainly not an impulse purchase, but it could become one of the most appealing cinema cameras for filmmakers who want more than the FX3 offers without committing to the size, complexity or expense of Sony’s larger production cameras.

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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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Designed as a true hybrid all-rounder, the Sony A7 V delivers flagship-inspired speed and autofocus (AF) in a more affordable body – and these deals at B&H let you save $184.75 on camera only and lens bundles!

The Sony A7 V + Essentials+ Kit is now $3,198.99 – Save $184.75 off the original $3,383.74 price.

The Sony A7 V + 28-70mm f/3.5-5.6 OSS II and Essentials+ Kit is now $3,398.99 – save $184.75 off the original $3,583.74 price.

The Sony A7 V + 50mm f/2.5 G and Essentials+ Kit is now $3,896.99 – save $184.75 off the original $4,081.74 price.

The Sony A7 V + 24-105mm f/4 G OSS and Essentials+ Kit is now $4,596.99 – save $184.75 off the original $4,781.74 price.

Deals

Top choice: Sony A7 V

The Sony A7 V is Sony's latest full-frame all-rounder, combining fast performance with some of the smartest AF technology the brand has produced to date.

It features a new sensor and AI-powered subject detection system, delivering faster burst shooting and more reliable tracking for everything from portraits to wildlife.

In our review, we praised its major AF upgrades, blackout-free 30fps shooting, and refined handling.

While rival cameras offer stronger video specs, the A7 V remains one of the most capable hybrid cameras for photographers who want a single body that can do almost everything.

Browse the best lenses for the Sony A7 V

Designed as a true hybrid all-rounder, the Sony A7 V delivers flagship-inspired speed and autofocus (AF) in a more affordable body – and these deals at Park Cameras let you save up to £1,448.90 on camera only and lens bundles!

The Sony A7 V body is now £2,519.10 – save £279.90 off the original £2,799 price.

The Sony A7 V + 24-105mm f/4 G OSS is now £2,699.10 – save £1,028.90 off the original £3,728 price.

The Sony A7 V + 24-70mm f/2.8 GM II is now £3,419.10 – save £1,278.81 off the original £4,698 price.

The Sony A7 V + 70-200mm f/2.8 GM II is now £3,869.10 – save £1,328.90 off the original £5,198 price.

The Sony A7 V + 50-150mm f/2 GM is now £4,769.10 – save £1,448.90 off the original £6,218 price.

To claim 10% off, apply the voucher code SONY-10. More promotions and offers are available too, like a £200 bonus when trading in your 'old' gear.

Deals

Promotions & Offers

• Voucher code: Get 10% off with voucher code SONY-10
• Sony lens offer: Save 5% on Sony FE lenses when bought with selected cameras. Add lens to the basket for discount
• Eligible for £200 Trade in Bonus : Trade in any Interchangeable Lens Camera and get a £200 bonus. Click here to get your quote
• Sony GM II lens offer: Save £200 on select Sony GM II lens when bought with this camera. Add both Camera & Lens to basket to view discount
• Free 2 year warranty: 1 year extended warranty + standard 12 months warranty when you register with Sony

Top choice: Sony A7 V

The Sony A7 V is Sony's latest full-frame all-rounder, combining fast performance with some of the smartest AF technology the brand has produced to date.

It features a new sensor and AI-powered subject detection system, delivering faster burst shooting and more reliable tracking for everything from portraits to wildlife.

In our review, we praised its major AF upgrades, blackout-free 30fps shooting, and refined handling.

While rival cameras offer stronger video specs, the A7 V remains one of the most capable hybrid cameras for photographers who want a single body that can do almost everything.

Browse the best lenses for the Sony A7 V

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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If you've been thinking about upgrading to a full-frame mirrorless camera or switching systems, now's a great time to make the leap. Featuring one of the highest-resolution sensors, the Sony A7R IVA is now available for just £1,999 at Wex.

With this offer, you save £250 on the 61-megapixel Alpha's regular price tag of £2,249.

If you're after a true powerhouse, the A7R IVA delivers incredible resolution for both stunning photos and cinematic video – without the bulk or high price of a medium format system, making this deal even more tempting.

At the heart of the A7R IVA is a 61MP back-illuminated full-frame sensor that captures razor-sharp detail and performs beautifully even in low-light conditions. This next-gen sensor technology will make your images stand out with clarity and richness.

Want to push the detail even further? With Pixel Shift Multi Shooting, you can create jaw-dropping 240.8MP composite images – this means you get imagery with 19,008 x 12,672 pixels (!)

If you shoot fast genres like action or wildlife, the real-time Eye AF with 567 phase-detection points has your back. It tracks humans and animals across 74% of the frame, so you never miss a moment – whether you're creating photographic or videographic work.

So, if you've ever had your eye on this camera and want to create visuals that rival medium format quality, now's the time to grab the Sony A7R IVA.

Check out our rundown of the highest-resolution cameras available today.

If you're searching for a lightweight, compact travel camera to capture every moment of your adventures, check out these four deals – some bundled with a versatile lens or more that let you save up to $139.89 at B&H and Adorama.

The Sony A6700 + 11mm f/1.8 Basic Bundle is now just $2,046 (+ free accessories) at B&H – you save $139.89 from the original price of $2,185.89.

The Fujifilm X-S20 Black Bundle is now just $1,499 at Adorama – you save $56.94 from the original price of $1,555.94.

The OM System Tough TG-7 in black is now just $549.99 at B&H – you save $100 from the original price of $649.99.

The Pentax WG-8 in green is now just $426.95 at Adorama – you save $50 from the original price of $476.95.

Sony A6700

Most versatile

The Sony A6700 compact mirrorless camera packs serious power. It features a 26.1MP APS-C sensor, fast 11fps burst shooting, in-body image stabilization, and 4K60p video. Whether you're snapping cityscapes or wildlife on safari, it's ready to deliver stunning photos and smooth video.

Sony improved the autofocus and button layout, making it easier to use on the go – even if the body is still pretty compact. You can pair it with a huge range of Sony E-mount lenses – or third-party options – to suit whatever trip you're on.

Fujifilm X-S20

Best hybrid

The Fujifilm X-S20 is ideal if you are creating both photos and videos. It's a compact, lightweight hybrid shooter that packs a lot, using the tried-and-true X-Trans IV sensor.

Paired with Fujifilm's famous film simulations, you give your shots that ready-to-share look straight out of the camera.

The new X-Processor 5 steps up autofocus with smart subject recognition and tracking. It offers 6K video with full sensor use, plus advanced codecs and color grading options. The fully articulating screen is perfect if you're a vlogger.

OM System Tough TG-7

Best waterproof

With the OM System Tough TG-7, you never have to worry about weather or terrain. It's built to be a companion on any adventure: waterproof, shockproof, and dustproof.

Its 12MP sensor can actually capture more light where it's often dim. Plus, it shoots RAW and bursts up to 20fps – perfect for catching fast moments.

The TG-7 has a 4x zoom (approx. 25-100mm in 35mm terms) with a standout macro mode that lets you snap amazing close-ups and 4K video. It's simple, durable, and versatile – the perfect choice when you need a reliable camera that won't quit.

Pentax WG-8

Most budget-friendly

The Pentax WG-8 is built tough to survive water, dust, drops, freezing temps – you name it. It's perfect if you want a camera that's truly adventure-proof, without spending big.

With a 20MP sensor and 5x optical zoom (approx. 28-140mm in 35mm terms) it shoots decent photos and 4k video at 30fps.

It also shines in ultra-close-up shots, and it performs well underwater and in extreme conditions where other cameras might fail. It's a solid budget-friendly choice for anyone needing a tough, reliable camera for travel.

Discover more and browse the best travel cameras, best compact cameras and best point and shoot cameras

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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These three mirrorless models deliver excellent price-to-performance value – and right now, you can save up to £552.

The Canon EOS R8 is now available for just £1,229 at London Camera Exchange – a £400 discount from its original £1,629 price tag.

The Nikon Z6 II is now available for just £1,249 at London Camera Exchange – a £550 discount from the original £1,799 price tag.

The Sony A7 III is now available for just £947 at Amazon – a £552 discount from the RRP of £1,499.

Canon EOS R8

Budget-friendly option for Canon DSLR users and vloggers

The Canon EOS R8 offers an affordable entry into full-frame territory. It keeps the familiar Canon interface, supports your DSLR lenses via an adapter, and packs modern features into a lightweight, compact body.

The only notable limitation is the lack of IBIS, which might be a deal-breaker if you do a lot of handheld shooting with long lenses or video. In that case, the EOS R6 II is worth considering, though it comes with a much higher price tag.

Nikon Z6 II

Best for Nikon DSLR switchers and hybrid shooters

If you're moving from a Nikon DSLR like the D750 or D780, the Nikon Z6 II is hands-down a smooth upgrade. It features a similar body design, intuitive Nikon menus, and excellent ergonomics.

While Nikon's Z-mount lens selection isn't as extensive as Sony's or Canon's, you can make use of your existing DSLR lenses via an adapter.

Sony A7 III

Ideal for system switchers and DSLR upgraders

The Sony A7 III remains one of the most versatile full-frame cameras in its price range and packs pro-level features.

It gives you maximum mirrorless flexibility as the Sony E-mount ecosystem is the most mature on the market, boasting a huge range of native lenses and third-party support from brands like Tamron and Sigma.

Comparison

If I were to pick a mirrorless full-frame camera today, I'd lean toward the Sony A7 III.

Its unmatched lens options and flexibility make it a standout choice, especially if you're open to switching systems entirely.

That said, if you want to stick with your current brand and already own a lot of DSLR lenses, staying within the same ecosystem is a smart and budget-friendly way to jump into mirrorless photography.

Want to browse more mirrorless options? Here are the best mirrorless cameras, along with the best cameras for beginners.

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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These three mirrorless models deliver excellent price-to-performance value – and right now, you can save up to $350 at B&H. Two bundles include accessories at no extra cost, since the price matches the camera body alone, making the extras essentially free.

The Canon EOS R8 is now available for just $1,299 at B&H – a $350 discount from its original $1,649 price tag.

The Nikon Z6 II is now available in a basic bundle for just $1,546.95 at B&H – a $200 discount from the original $1,746.95 price tag, including a shoulder bag and 128GB memory card.

The Sony A7 III is now available in a basic bundle for just $1,698 at B&H– a $300 discount from the original price of $1,998. This deal includes a shoulder bag and 128GB memory card.

Canon EOS R8

Budget-friendly option for Canon DSLR users and vloggers

The Canon EOS R8 offers an affordable entry into full-frame territory. It keeps the familiar Canon interface, supports your DSLR lenses via an adapter, and packs modern features into a lightweight, compact body.

The only notable limitation is the lack of IBIS, which might be a deal-breaker if you do a lot of handheld shooting with long lenses or video. In that case, the EOS R6 II is worth considering, though it comes with a much higher price tag.

Nikon Z6 II

Best for Nikon DSLR switchers and hybrid shooters

If you're moving from a Nikon DSLR like the D750 or D780, the Nikon Z6 II is hands-down a smooth upgrade. It features a similar body design, intuitive Nikon menus, and excellent ergonomics.

While Nikon's Z-mount lens selection isn't as extensive as Sony's or Canon's, you can make use of your existing DSLR lenses via an adapter.

Sony A7 III

Ideal for system switchers and DSLR upgraders

The Sony A7 III remains one of the most versatile full-frame cameras in its price range and packs pro-level features.

It gives you maximum mirrorless flexibility as the Sony E-mount ecosystem is the most mature on the market, boasting a huge range of native lenses and third-party support from brands like Tamron and Sigma.

Comparison

If I were to pick a mirrorless full-frame camera today, I'd lean toward the Sony A7 III.

Its unmatched lens options and flexibility make it a standout choice, especially if you're open to switching systems entirely.

That said, if you want to stick with your current brand and already own a lot of DSLR lenses, staying within the same ecosystem is a smart and budget-friendly way to jump into mirrorless photography.

Want to browse more mirrorless options? Here are the best mirrorless cameras, along with the best cameras for beginners.

The Sony A7R V is one of the best deals around at the moment for serious photographers. This 61-megapixel full-frame Alpha mirrorless is not available for just $3,248 at Adorama including a $50 cashback from Sony - and unlike other retailers is throwing in some useful accessories into the deal, on top of the discount.

For photographers who have been waiting for the right moment to invest in Sony’s ultra-high-resolution powerhouse, this is a serious opportunity to save big on one of the most capable mirrorless cameras on the market.

Even better, Adorama isn’t stopping at the price cut. The retailer is also bundling in a collection of genuinely useful accessories that make this deal even more compelling. Buyers will receive a free an extra battery, a backpack and a 128GB SD

The Sony A7R V remains one of the most advanced high-resolution cameras available today. Remarkably, the 61-megapixel full-frame sensor delivers extraordinary levels of detail, while Sony’s latest AI-powered autofocus system brings class-leading subject recognition that can lock onto humans, animals, birds, insects, cars, and even aircraft with incredible accuracy.

Despite its resolution-focused design, the A7R V is also a highly capable hybrid camera. It offers impressive video features, including 8K recording, advanced stabilization, and powerful processing that make it a favorite among photographers and content creators who need both stunning stills and professional-grade video.

The long-awaited Sony RX10 V has finally arrived, bringing one of the most capable all-in-one camera ranges firmly into the modern era. Combining an enormous zoom range with Sony’s latest autofocus and processing technology, this premium bridge camera is designed for photographers who want to capture almost anything without carrying a bag filled with lenses.

For photographers in the United States wondering where to preorder the Sony RX10 V, there are currently two confirmed options: B&H Photo and Adorama. Both retailers have listed the camera for $2,298, giving buyers a choice between two of America’s best-known specialist photography stores.

Where to buy in the US?

The Sony RX10 V is available to preorder from B&H Photo for $2,298. B&H currently lists the camera as a new item that is coming soon, making it a straightforward option for photographers who want to secure their place in the queue before the first stock begins shipping.

B&H is likely to be the natural first choice for many photographers, particularly those who regularly purchase cameras, lenses, and accessories from the retailer. As an established specialist camera dealer, it also offers the reassurance of recognized customer service, clear returns information, financing options, and optional protection plans.

Adorama is also accepting preorders for the Sony RX10 V at the same $2,298 price. Like B&H, it is one of the largest specialist photography retailers in the United States and offers financing, additional protection plans, and potential reward points for customers enrolled in its loyalty program.

Choosing between B&H and Adorama will therefore largely come down to personal preference, previous experience with each retailer, available financing, and any rewards or account benefits. Both are established options for photographers looking to secure the Sony RX10 V ahead of its general release.

UK photographers also have several confirmed pre-order options. The Sony RX10 V can currently be ordered directly from Sony or through specialist retailers Park Cameras and Clifton Cameras, giving British buyers three established places to secure the new bridge camera.

Buying directly from Sony will appeal to photographers who prefer to order straight from the manufacturer. It also provides the reassurance of dealing directly with the company responsible for the camera, alongside access to Sony’s own customer service and financing options.

Park Cameras is another strong option for UK buyers. As one of the country’s best-known independent photography retailers, it offers specialist advice, finance and trade-in services, making it particularly attractive to photographers who may want to exchange existing equipment against the cost of the RX10 V.

Clifton Cameras is also accepting preorders and provides another trusted specialist option. The retailer is known for its personal customer service and photography expertise, which may appeal to buyers who would rather preorder through an independent camera store than a larger electronics retailer.

The RX10 V is the fifth generation of Sony’s celebrated all-in-one superzoom camera and retains the extraordinarily versatile 24-600mm-equivalent ZEISS Vario-Sonnar T* lens. Its 25x optical zoom covers everything from wide-angle landscapes and travel photographs to portraits, sports, birds, aircraft, and distant wildlife, all without requiring the photographer to stop and change lenses.

The lens offers a relatively bright f/2.4-4 maximum aperture and built-in Optical SteadyShot stabilization. This makes it particularly useful when shooting at longer focal lengths, where even small amounts of camera movement can affect image sharpness.

At the heart of the camera is a 20.1MP one-inch stacked Exmor RS CMOS sensor paired with Sony’s BIONZ XR processing engine and a dedicated AI processing unit. This combination enables blackout-free continuous shooting at up to 30fps, supported by as many as 60 autofocus and auto-exposure calculations every second.

Sony has also equipped the RX10 V with its Real-time Recognition autofocus system, which can identify humans, animals, birds, insects, cars, trains, and airplanes. An automatic subject mode can determine the appropriate target type, while human pose estimation helps the camera continue tracking a person even when their face is obscured or they turn away.

Video capabilities have received a substantial upgrade as well. The RX10 V can record uncropped 4K footage at up to 60p, alongside cropped 4K 120p recording for high-frame-rate and slow-motion sequences.

Support for 10-bit 4:2:2 recording, All-Intra compression, S-Cinetone, S-Log3, and custom LUTs makes the RX10 V a far more serious hybrid camera than its predecessor. It should therefore appeal not only to photographers, but also to filmmakers and content creators who want one camera capable of covering a huge range of situations.

The camera uses Sony’s high-capacity NP-FZ100 battery, with a claimed capacity of approximately 630 photographs per charge. Other useful additions include a 3.68-million-dot electronic viewfinder, a tilting touchscreen, USB-C connectivity, improved grip contours, and a single UHS-II-compatible SD card slot.

At $2,298 in the US, the Sony RX10 V is certainly not an inexpensive bridge camera. Its appeal, however, lies in its ability to replace an entire collection of interchangeable lenses with one fixed 24-600mm zoom.

For wildlife photographers, travelers, aviation enthusiasts, sports shooters, and anyone who values versatility over the ability to change lenses, it promises an unusually complete photographic package. The convenience of having such a wide focal range permanently attached could also make it particularly useful for photographers working in dusty, wet, or fast-moving environments where changing lenses is inconvenient.

US photographers can currently preorder the Sony RX10 V from either B&H Photo or Adorama. UK buyers, meanwhile, can secure the camera directly from Sony or through Park Cameras and Clifton Cameras.

With demand likely to be strong after such a long wait for a successor to the RX10 IV, placing an early preorder may be the safest way to secure Sony’s latest all-in-one powerhouse from the first available stock.

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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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If you're searching for a lightweight, compact travel camera to capture every moment of your adventures, check out these four deals from Wex at Amazon – each features or comes bundled with a versatile lens and lets you save up to £285.

The Sony A6700 with 18-135mm lens is now just £1,599 at Wex – you save £200 from the original price of £1,799.

The Fujifilm X-S20 with 15-45mm lens is now just £1,249 at Jessops – you save £100 from the original price of £1,349.

The OM System Tough TG-7 in black is now just £356 at Amazon – you save £143.99 off its £499.99 RRP.

The Pentax WG-8 in black is now just £310 at Amazon – you save £69.99 from the original price of £479.99.

Sony A6700

Most versatile

The Sony A6700 compact mirrorless camera packs serious power. It features a 26.1MP APS-C sensor, fast 11fps burst shooting, in-body image stabilization, and 4K60p video.

Whether you're snapping cityscapes or wildlife on safari, it's ready to deliver stunning photos and smooth video.

Sony improved the autofocus and button layout, making it easier to use on the go – even if the body is still pretty compact. You can pair it with a huge range of Sony E-mount lenses – or third-party options – to suit whatever trip you're on.

Read more: Sony A6700 review.

Fujifilm X-S20

Best hybrid

The Fujfilm X-S20 is ideal if you are creating both photos and videos. It's a compact, lightweight hybrid shooter that packs a lot, using the tried-and-true X-Trans IV sensor.

Paired with Fujifilm's famous film simulations, you give your shots that ready-to-share look straight out of the camera. The new X-Processor 5 steps up autofocus with smart subject recognition and tracking.

It offers 6K video with full sensor use, plus advanced codecs and color grading options. The fully articulating screen is perfect if you're a vlogger.

Read more: Fujifilm X-S20 review.

OM System Tough TG-7

Best waterproof

With the OM System Tough TG-7, you never have to worry about weather or terrain. It's built to be a companion on any adventure: waterproof, shockproof, and dustproof.

Its 12MP sensor can actually capture more light where it's often dim. Plus, it shoots RAW and bursts up to 20fps – perfect for catching fast moments. The TG-7 has a 4x zoom (approx. 25-100mm in 35mm terms) with a standout macro mode that lets you snap amazing close-ups and 4K video.

It's simple, durable, and versatile – the perfect when you need a reliable camera that won't quit.

Read more: OM System Tough TG-7 review.

Pentax WG-8

Most budget-friendly

The Pentax WG-8 is built tough to survive water, dust, drops, freezing temps – you name it. It's perfect if you want a camera that's truly adventure-proof, without spending big.

With a 20MP sensor and 5x optical zoom (approx. 28-140mm in 35mm terms). It shoots decent photos and 4k video at 30fps.

It also shines in ultra-close-up shots, and it performs well underwater and in extreme conditions where other cameras might fail. It's a solid budget-friendly choice for anyone needing a tough, reliable camera for travel.

Read more: Pentax WG-8 review.

Discover more and browse the best travel cameras, best compact cameras and best point and shoot cameras

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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The Sony A7 IV has quietly become one of the most complete hybrid cameras on the market, and right now it’s even more compelling.

B&H has dropped the price to $1,998, down from $2,498, saving you a clean $500 on one of the most versatile full-frame mirrorless bodies you can buy.

In a market where genuine discounts on current-generation gear can be hard to come by, this is one worth paying attention to.

At the heart of the Sony A7 IV is a 33-megapixel full-frame back-illuminated sensor that strikes a sweet spot between resolution and real-world performance. There’s more than enough detail here for commercial work, landscape photography, and editorial assignments, yet it doesn’t feel bogged down by massive file sizes. Dynamic range is generous, colors are classic Sony - neutral but flexible - and low-light performance remains strong for everything from events to late-evening street shooting.

Autofocus is where this camera really earns its keep. Sony’s Real-time Eye AF for humans, animals, and birds is fast, sticky, and confidence-inspiring, especially when you’re working wide open or tracking unpredictable movement. For wedding photographers, portrait shooters, and even sports and wildlife creatives who don’t need stacked-sensor speed, the A7 IV delivers a level of reliability that makes you trust it without hesitation.

Video shooters aren’t left out either. The A7 IV records oversampled 4K footage with excellent detail, supports 10-bit 4:2:2 internal recording, and offers S-Log3 and S-Cinetone profiles for those who want grading flexibility straight out of the camera. It’s a true hybrid machine, equally at home on a gimbal, in a studio, or mounted on a tripod for long-form interviews.

Ergonomically, Sony refined what many of us had been asking for. The deeper grip, improved menu system, and dual card slots, supporting both CFexpress Type A and SD, make it feel like a serious working tool. Battery life remains solid thanks to the NP-FZ100, and weather sealing gives you the confidence to keep shooting when conditions turn less than ideal.

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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Check out the best Sony cameras. If you're a throwback type, here are the best film cameras and the best retro cameras that do a good cosplay of them. And for updates on what's happening in the industry, here's the latest camera news.