Known as "probably the best 70-200mm zoom in the world. Ever.", the Nikon Z 70-200mm f/2.8 VR S is the top-ranked product in the zoom lens category on the Japanese marketplace Minna Camera during the first half of 2026. The telephoto lens is now discontinued following the arrival of its successor, the Nikon Z 70-200mm f/2.8 VR S II.

In the ranking, Minna Camera classifies lenses by their longest focal length. Zoom lenses reaching 200mm or longer accounted for 51.2% of all zoom-lens transactions, while 200mm was the single most common telephoto-end category, accounting for 17.9% of transactions. In this category, the best-selling model in 2026 so far is Nikon's popular 70-200mm f/2.8 VR S lens. While US stock seems empty, UK retailers still offer the zoom brand-new, with discounts available.

Zoom lenses covering up to 70mm make up 15% of the transactions, with the Sony FE 20-70mm f/4 G being the most purchased option. Close behind are lenses covering up to 400mm, with 12.5%. The top zoom in this category is the Canon RF 100-400mm f/5.6-8 IS USM.

Top 10 zoom lenses by telephoto end market share at Minna Camera (H1)*

*Source: Minna Camera, based on zoom lens transactions completed January 1 - June 30, 2026.

"Probably the best 70-200mm zoom in the world. Ever."

The Z 70-200mm f/2.8 builds on the legacy of the popular Nikon AF-S 70-200mm f/2.8E FL ED VR DSLR lens, a go-to for pro Nikon shooters worldwide. This optic of the mirrorless S-line goes even further: it handles better, delivers sharper images and performs at a consistently high level.

Nikon packed this lens with some serious glass: 21 elements in 18 groups, AF (autofocus) is fast,accurate, smooth and super quiet. Unlike many S-line lenses, this one doesn't rely solely on the camera body for stabilization. It features a built-in optical VR (vibration reduction).

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I’ve been fortunate enough to temporarily rent a luxury telephoto prime that welcomed pixel-peeping while melting backgrounds into oblivion – but the lens cost more than my first two cars combined and felt like carrying around a third leg.

When Sony announced that it had turned two luxury lenses into portable and semi-affordable lenses with the 400mm f/4.5 and 600mm f/5.6 GM OSS lenses, I knew I had to take a hike at one of my favorite spots for wildlife photography – a nearby wildlife refuge.

Hiking with the new Sony 400mm f/4.5 and 600mm f/5.6 felt more like carrying around two 70-200mm f/2.8 lenses rather than two extreme reach telephoto primes. The lenses slide in at just under a kilogram and just over two pounds. That certainly added a little weight to my hands and my backpack, but that’s about three times lighter than Sony’s brighter 400mm f/2.8 and 600mm f/4.

I started out with the 400mm, but immediately spotted a bird that I couldn’t recognize and quietly swapped it out for the 600mm for a closer look. I watched the little fellow sit on a branch and peer into the water for prey for several minutes.

I used the 600mm on the Sony A7 V, not one of the highest-resolution full-frame bodies, but the 600mm lens was still impressively sharp and detailed. Cropping in on my shots, I realized that I had a hard time identifying the bird because it was a juvenile black-crowned night heron with an entirely different feather pattern from the adults.

I was able to photograph several more birds with the Sony 600mm f/5.6 GM OSS. The lens doesn’t melt the background quite like an f/4, and I had to use a slightly higher ISO. But the trade-off is that the lens is still very much hike-friendly rather than sitting and waiting inside a wildlife blind.

The biggest surprise from my shoot with the two new Sony telephotos, however, came after I returned home and blew up the photos on my screen. I had captured this very distant egret, knowing he would be very small in the frame, but liking how his features were backlit anyway.

But when I looked at the photo on my screen, I realized that the same branch also held a perfectly preserved spider web. Even cropping in from the 33MP, there’s still an impressive level of detail in that spider web.

I tend to crave more reach when out photographing wildlife, so I was also surprised when I actually ended up with more photos that I marked from the 400mm f/4.5. With a bit less reach, the 400mm has that brighter aperture and is still very lightweight.

As I made my way back to my car, I had to watch my step as dozens of frogs leapt out of the path. Just before the parking lot, I watched this egret fish, which, with the f/4.5 aperture on the 400mm, I was still able to freeze the water droplets at 1/5,000 and ISO 400.

The launch of the new Sony 400mm and 600mm brings a sort of happy medium to the E-Mount telephoto family. Sony has luxury wildlife lenses like the 600mm f/4 and cheap optics like the Sony 100-400mm f/5.6-8 OSS. The new Sony 400mm f/4.5 and 600mm f/5.6 GM OSS slot in as a Goldilocks, just-right balance between price, weight, and image quality.

Sony FE 400mm f/4.5 GM OSS

Sony FE 600mm f/5.6 GM OSS

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More than half of the zoom lenses traded on the Japanese camera marketplace Minna Camera in the first half of 2026 had a focal length of 200mm or longer, according to new data from the retailer.

Minna Camera's analysis of zoom-lens transactions shows: lenses reaching 200mm or longer accounted for 51% of all zoom-lens transactions, narrowly exceeding the 48.8% share for lenses whose longest focal length was below 200mm.

Importantly, Minna Camera classifies lenses by their longest focal length, rather than their 35mm-equivalent field of view. A 24-200mm and a 70-200mm lens therefore both fall into the 200mm category, while lenses designed for different sensor formats are not converted to a common 35mm equivalent.

Top 10 traded zoom lenses by focal length at Minna Camera (H1)*

*Approx. used prices in USD and GBP added by Digital Camera World.

Canon accounted for the largest brand share

Among the five manufacturers for which Minna Camera supplied brand figures, Canon accounted for 38.1% of zoom-lens transactions, followed by Nikon at 27.2% and Sony at 16.6%.

Sigma accounted for 4.1% and Tamron 3.4%.

Looking instead at the proportion of each brand's zoom transaction that reached 200mm or longer shows a different picture. Tamron had the highest figure at 65.6%, narrowly ahead of Canon at 64.2%. Nikon stood at 49.7%, Sony at 39.7% and Sigma at 37.8%.

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Bright telephoto primes tend to sit at a luxury price point only the most serious wildlife and sports photographers can reach for – but Sony’s new telephoto prime lenses are nearly 4x cheaper than the brand’s brightest. Unveiled on September 15, the Sony FE 400mm f/4.5 GM OSS and FE 600mm f/6.3 GM OSS bring two popular telephoto focal lengths to a more reasonable price point – and a lighter profile.

Sony already has both a 400mm f/2.8 and a 600mm f/4, but the new primes narrow down the aperture by around 1 and ⅓ stops in order to create a more portable – and less pricey – optic.

The 400mm comes in at 994g / 35oz – and the 600mm is only 1g heavier. That’s a major weight loss over the 2895g / 102.2 oz 400mm f/2.8 and the 3040g / 107.3 oz 600mm f/4. Both lenses are also designed with more glass towards the rear of the lens in order to create better balance on the camera body, with the 400mm using 22 elements in 16 groups and the 600mm using 24 elements in 17 groups.

I’ve worked with 600mm f/4 lenses before – and immediately scheduled a chiropractor adjustment afterwards. The new Sony primes don’t quite have the melt-like-butter background of an f/2.8 and an f/4, but it’s far more feasible to hike with.

In fact, I hiked two miles, and I had both the 400mm and the 600mm on me at the same time. Time constraints – and not exhaustion – only prevented me from going farther. Working with the two new prime lenses felt more like carrying around a 70-200mm f/2.8 than a luxury telephoto prime.

While both lenses are lighter and more affordable than Sony’s brightest telephoto primes, the optics are still stabilized – and still a card-carrying member of the more high-end GM series. I found they were still plenty sharp, and still had room to crop even when mounted on the A7 V and not an R-series model.

That sharpness is going to be a key deciding factor on these lenses. After all, the Sony FE 200-600mm f/5.6-6.3 G OSS matches the 600mm’s aperture rating and comes in at a lower price than the prime. But, in our lab tests, the 600mm prime won in sharpness, particularly at the corners.

The 400mm is even sharper than the 600mm, even when shooting wide open.

Sony says that both lenses use two linear XD motors and are capable of keeping up with bodies that have 120 fps autofocus calculations. I didn’t find anything to the contrary on my hike – a few birds had too many branches in the way for the autofocus to pick up on, but even birds in flight had relatively few misses.

While the new telephotos are compact, they still carry a set of controls that will feel familiar to photographers who have used other Sony telephotos. There’s a large set of switches including the focus range limiter, four focus hold buttons, and a custom function ring.

As part of the GM series, both lenses are also built with dust and moisture seals, along with a fluorine coating on the front element.

Sony says that both optics are still compatible with Sony’s 2x and 1.4x teleconverters.

The Sony 400mm f/4.5 GM OSS is set to retail for $2,699 / £2,579 / AU$3,999 – while that’s certainly not a cheap lens, that’s nearly a quarter of the cost of Sony’s 400mm f/2.8, which sits at $12,999 / £10,490 / AU$16,999.

The Sony 600mm f/6.3 comes in slightly higher for that added reach at $3,699 / £3,609 / AU$5,599. Again, that’s not cheap unless it’s being directly compared to the 600mm f/4 GM OSS, which goes for $14,099 / £11,999 / AU$19,299.

Both lenses are expected to begin shipping in October.

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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.

The Sony A6700 with 18-135mm lens is now just £1,699 at Wex – you save £100 from the original price of £1,799.

The OM System Tough TG-7 in black is now just £416.59 at Amazon – you save £83.40 off its £499.99 RRP.

The Pentax WG-8 in green is now just £343.90 at Amazon – you save £136.09 off 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.

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.

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

Japan's camera market is an important one to watch for photography industry trends. Now, major retailer Map Camera has published its latest camera popularity ranking for August 2026, and four compact cameras feature in Japan's Top 10 alongside the latest mirrorless models.

Sony's A7 V takes the No.1 spot, continuing its strong run since launching in December 2025. But just behind is the Ricoh GR IV – a cult compact available in three versions tailored to different photographic styles: the standard GR IV, GR IV HDF and GR IV Monochrome. Another variant, the Ricoh GR IVx, is currently under development.

The Fujifilm X100VI is also near the top despite ongoing supply constraints. Meanwhile, Canon's PowerShot SX749 HS / Lite and PowerShot G7X Mark III make the Top 10 – compacts that have been around for years but are still proving popular with buyers, offering a genuinely straightforward shooting experience. Interestingly, a twin-lens pocket gimbal camera also made the chart.

Map Camera's Top 10 cameras, August 2026

1. Sony A7 V | Mirrorless camera
2. Ricoh GR IV | Compact camera
3. Fujifilm X100VI | Compact camera
4. Canon PowerShot SX740 HS / Lite | Compact camera
5. Sony a6700 | Mirrorless camera
6. Fujifilm X-M5 | Mirrorless camera
7. DJI Osmo Pocket 4P | Pocket gimbal camera
8. Fujifilm X-T30 III | Mirrorless camera
9. Canon PowerShot G7X Mark III | Compact camera
10. Canon EOS R6 Mark II | Mirrorless camera

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As a portrait photographer, I tend to avoid ultra-wide lenses like I avoid crowds in flu season. But when Sony introduced the first native E-mount fisheye, I felt strangely inspired to combine my favorite photography genre – portraits – with the wild world of a lens that can see in 180°.

The Sony FE 8-14mm f/3.5 Fisheye G captures an unusually wide 180° view, creating the classic circular "fisheye lens look" at 8mm but filling the frame and still getting that classic fisheye distortion at 14mm.

Portraits are perhaps an unusual genre – though certainly not unheard of – for a fisheye. But, inspired by the wacky perspective, I wanted to shoot in an equally wild location.

Grabbing the new 8-14mm f/3.5 Fisheye G and the Sony A7 V, I drove to the most colorful location I could think of and headed to a brightly-colored mural painted across a set of silos.

The mural, Shine Bright Saginaw, is actually the second-largest in the US, painted by Okuda San Miguel along with a team of local artists.

I was drawn to the location by both its size and wild colors – after all, why shoot with a 180° lens without an oversized scene?

Fisheye lenses embrace the barrel distortion of an ultra-wide view, rather than trying to correct that “imperfection.” Straight lines warp into a curve and, when angled just right, the lens creates almost what looks like the reverse of a 360 camera’s “tiny planet” effect.

Along with embracing barrel distortion, the 180° view succumbs to a lot of perspective distortion – but when used appropriately, that distortion can create kooky images that feel more fun than warped.

Anything up close to the lens will look far larger than anything even just slightly farther away. The 8-14mm f/3.5 Fisheye G can shoot as close as 150mm / 5.91 inches, so there’s plenty of room for exaggerating that fisheye look by getting in close.

Fitting a 180° view into one frame is a challenge in that there’s very little ability to crop any distractions out of the scene.

I had to be careful posing and angling the camera to embrace the distortion where I wanted but not where I didn’t. I also had to be careful not to get my own feet in the frame, as 8mm is so wide that even the lens hood will show in the shot.

Aside from resisting the itch to clone out background litter, I didn’t even feel like I had to edit the photos – the images here are all JPEGs. (The header image has a black border added, as a 16:9 will crop into the circle – something for videographers to take note of.)

I’m a portrait photographer whose 50mm – which has a 75mm equivalent look on my APS-C camera – rarely ever leaves my mirrorless body. But shooting with Sony’s first E-mount fisheye was a lot more fun than I expected.

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Sony has made just about every conventional lens you could ask for at this point, so perhaps it was inevitable that things were going to get a little more niche.

The Sony FE 8-14mm F3.5 Fisheye G is Sony’s first fisheye lens for its full-frame E-mount system, and rather than starting with a straightforward prime, Sony has gone straight for a zoom capable of switching between circular and diagonal fisheye perspectives.

At 8mm, the lens offers a 180-degree field of view with the familiar circular fisheye image, and zoom up to 14mm, and the image gradually expands until it fills the whole frame. It's definitely more flexible than the typical fisheye prime, but it's still a unique perspective and is going to complement rather than replace any of the best Sony lenses already in your bag.

Specifications

Price

The Sony FE 8-14mm F3.5 Fisheye G is set to cost $1,599 / £1,499 / €1,700 at launch.

Calling $1,599 cheap would clearly be stretching things, but I actually think Sony pitching this as part of the G series is a smart move, rather than being transformed into a G Master lens with a corresponding price tag. Fisheyes are maybe a lens that comes out more occasionally for most photographers, so perhaps not worth dedicating a large portion of a lens budget to.

If you do only want to dip a toe in extreme wide-angle, there are plenty of much, much cheaper fisheyes from third-party manufacturers. The Laowa 8-15mm f/2.8 FF Zoom Fisheye lens offers a nearly like-for-like focal length (albeit without autofocus) for around $700, or 7Artisans will sell you a fixed 7.5mm f/2 Fisheye lens for about $150.

Sony’s advantage is that this is considerably more sophisticated than most of those alternatives, particularly thanks to its autofocus, internal zoom, and flexible focal range, but you'll pay for those advancements.

Design & Handling

The first thing that struck me when the Sony 8-14mm arrived was just how impressively small it is. I knew the dimensions beforehand (314g and 82.8mm long), but I was still shocked when I actually pulled it out of the box. Mounted on the Sony A7 V, it looks petite.

Fortunately, Sony hasn't achieved that by stripping everything useful from the barrel. This has the usual reassuring G-series build quality with dust and moisture resistance. Alongside the zoom ring, there is an aperture ring that can be de-clicked for video, a manual focus ring, a zoom lock switch, a customizable button and a focus-mode switch.

The lens also uses an internal zoom, which is particularly welcome for videographers, as nothing changes externally as you move between 8mm and 14mm, which makes balancing the lens on a gimbal considerably easier.

My only irritation with the design is the lens hood. At 8mm (up until around 11mm), it has to be removed entirely because otherwise it would encroach on the circular image. That is understandable because, well, physics, but repeatedly taking the hood on and off becomes a little frustrating. You could leave it off permanently, but I would be reluctant to, as that large curved front element looks extremely vulnerable without anything protecting it.

That bulbous front element also rules out conventional screw-in filters, so Sony has included a rear filter holder instead. I’m glad it is there, although anyone already invested heavily in conventional circular filters may find themselves having to buy a few more accessories.

Performance

A fisheye lens is always a unique one to review, as it really comes down a lot to how much you like the fisheye look. Fisheyes also can't really be so easily judged by the same metrics as other lenses – distortion is basically the entire point.

At 8mm, the Sony produces the full circular fisheye effect, surrounded by the characteristic black border around the image area. As you zoom through the range, the image circle expands until it fills the frame, hitting the corners at around 13-14mm. Basically, there is still an obvious fisheye look through most of the zoom range, although the effect becomes progressively less dramatic toward the long end.

Optically, I was pleasantly surprised. Sharpness in the center is very good, but what impressed me most was how well detail holds together toward the edges. Given how aggressively the lens is bending the scene, I expected considerably more of a drop-off.

At 8mm, zooming right into images reveals slightly less crisp detail than I saw at 14mm around the edges, especially wide open, but in real-world viewing I don't think most people would notice. Fringing and chromatic aberration are also remarkably well controlled for something this wide, although there is a telltale blue ring around the outside of the circle, but this can be tackled in post if you don't like the look.

One thing to note: at 14mm, the lens is a diagonal fisheye by design. This lens does not have the flat rendering of a conventional rectilinear 14mm prime. So there is still noticeable distortion toward the corners. Lightroom can pull some of this back, although not completely.

Autofocus is excellent. It feels every bit as quick and reliable as any other recent Sony G lens I have used, and it had no issue tracking human subjects in my testing. Sony also says it can keep up with 120fps stills shooting and 240p video autofocus on compatible cameras.

The 0.15m minimum focusing distance also lets you get extremely close. Whether you actually want an extreme fisheye close-up is another question entirely, but if it works for you creatively, then it's possible.

My only minor disappointment is when it comes to video. While I can't fault the autofocus speed or the image quality, video cropping does spoil the perfect circular fisheye look.

Slow to embrace open gate, most Sony cameras use a 16:9 crop for video, which cuts off the edges of the image circle at 8mm – and that's without any electronic image stabilization on.

If you do need Sony's Active or Dynamic Active stabilization – for example, shooting sports like skateboarding, which this lens is perfect for – then it cuts into the circular image much further. You still get a unique look, but I wish I could preserve that perfect circular image.

Note: If you are looking for our usual lab testing results, unfortunately, we are unable to test fisheye lenses, as it's impossible to frame our testing chart with a 180º field of view!

Verdict

Sony's first-party full-frame lineup has been sorely missing a fisheye, but it has finally delivered one, and I think it was worth the wait. The Sony FE 8-14mm f/3.5 Fisheye G is surprisingly small, reassuringly well built, quick to focus, and optically much better than I expected from such an extreme design.

The real advantage, though, is the zoom. Being able to move from a circular fisheye at 8mm to a full-frame perspective at 14mm gives it considerably more creative flexibility than a fixed fisheye prime. I found that made it much easier to experiment with different compositions, and it was just a lot of fun to shoot with.

Although there is no getting around the fact that this remains a niche optic. At $1,599, it is a significant investment for something many photographers may only pull out occasionally, and there are far cheaper ways to experiment with fisheye photography. But I am glad Sony resisted the temptation to turn this into an even more expensive G Master.

For photographers, filmmakers, and content creators who genuinely want/need these extreme perspectives, the FE 8-14mm f/3.5 Fisheye G is a compact and impressively polished addition to Sony's lineup.

Alternatives

Sony’s early push into full-frame mirrorless means the E-Mount lens family has a wealth of different options, but one category has remained suspiciously absent until now: A fisheye. The Sony FE 8-14mm f/3.5 Fisheye G is the first Sony-branded fisheye for the mirrorless E-Mount system.

Announced on September 8, the Sony 8-14mm brings the ultra-wide distortion the lens type is known for into the E-Mount system with a bit of control. At 8mm, the lens shoots the classic round fisheye image on a black border, but at 14mm, the zoom becomes a rectilinear fisheye that fills the frame yet still has that extreme curved barrel distortion.

The lens can also shoot two different looks – equidistant or equisolid. Under the default distortion compensation-off settings, the lens is more “equidistant,” with a more even image distribution and less enlargement at the center. The lens creates an ”equisolid” look where the center looks larger, and the edges look more compressed with distortion compensation set to auto. (Shooting in RAW, the distortion settings can be adjusted after the shot with Sony Imaging Edge Desktop.)

The E-Mount system has a small handful of third-party fisheye options, but the lenses that mix a circular and rectilinear look in one using zoom are manual-focus-only options like the Laowa 8-15mm f/2.8 FF Zoom Fisheye.

That’s not the case with Sony’s first mirrorless fisheye, which uses two autofocus motors that Sony says are capable of keeping up with cameras with 120fps autofocus readouts.

The lens can focus as close as .15m / 5.91 inches from the front of the lens, creating some .22x closeup opportunities mixed with unusual fisheye distortion.

The Sony 8-14mm Fisheye is unusually narrow and compact, considering the optics needed for an ultra-wide view tend to create bulky lenses. But Sony’s streamlined design for the new fisheye is very much on purpose.

Besides the 314g weight making the lens easier to carry around – and smaller and lighter than the Laowa fisheye zoom – the lens is unusually narrow. That’s in part because Sony built the lens to also work with the Venus extension system to create a 3D VR setup with two lenses side-by-side.

For video, a 16:9 aspect ratio will crop the top and bottom of circular images, but cameras with 3:2 Open Gate can preserve the full circle.

The lens’ design also includes a focus lock switch for shooting astrophotography, as well as a zoom lock switch and seals for dust and moisture resistance.

I was able to shoot a few photos on the new Sony 8-14mm Fisheye mounted on the A7 V. Fisheye lenses create a bit of a quirky look that doesn’t work for every genre, but I found shooting with Sony’s fisheye to be far more fun than I expected.

Images are sharp and colorful, but mixed with the highly exaggerated perspectives of a fisheye. The only problem that I ran into is that the hood does need to be removed for shooting at 8mm – that and, as someone who doesn’t normally shoot with a fisheye, I had to constantly check the edges and make sure I didn’t accidentally get my own feet inside the ultra-wide 180-degree perspective.

The Sony FE 8-14mm f/3.5 Fisheye G will begin shipping in early October, with an expected list price of about $1,599 / £1,499 / CA$1,999.

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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 Park Cameras let you save up to £1,448.90.

The Sony A7 V + 24-105mm f/4 G OSS is now £3,399 – save £329 off the original £3,728 price.

The Sony A7 V + 24-70mm f/2.8 GM II is now £3,999 – save £699 off the original £4,698 price.

The Sony A7 V + 70-200mm f/2.8 GM II is now £4,399 – save £799 off the original £5,198 price.

The Sony A7 V + 50-150mm f/2 GM is now £5,699 – save £519 off the original £6,218 price.

Deals

Offers

• Eligible for £200 Trade in Bonus : Trade in any Interchangeable Lens Camera and get a £200 bonus. Click here to get your quote
• 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

The big three camera market leaders are Canon, Nikon, and Sony. Now, fresh sales numbers from major Japanese retailer Kitamura are in, and one global player accounts for 50% of the Top 10 best-selling cameras in August 2026, while one brand is nowhere to be found.

According to Kitamura, Sony takes 5 out of the Top 10 spots. Nikon didn't make the ranking with a single camera.

At No.1 sits the Sony A7C II, "recommended for users who want to carry a full-frame camera with them at all times and don't want to compromise on performance," as Kitamura explains. Right behind is Sony's A6700 in No.2, followed by the A7 IV. Sony's latest full-frame release, the A7 V, takes No.6 and the ZV-E10 II comes ninth.

Canon has two models: the Canon EOS R6 Mark II and Canon EOS R6 Mark III, placed fourth and tenth.

OM System and Fujifilm fill the remaining three spots in the sales ranking. The OM System OM-5 Mark II 12-45mm f/4 Pro Lens Kit comes fifth; the OM System OM-1 Mark II is seventh, and the Fujifilm X-M5 XC15-45mm Lens Kit is eighth.

Kitamura's 10 best-selling cameras, August 2026

1. Sony A7C II
2. Sony A6700 High-Magnification Zoom Lens Kit
3. Sony A7 IV Zoom Lens Kit
4. Canon EOS R6 Mark II
5. OM System OM-5 Mark II 12-45mm f/4 Pro Lens Kit
6. Sony A7 V
7. OM System OM-1 Mark II
8. Fujifilm X-M5 XC15-45mm Lens Kit
9. Sony ZV-E10 II Power Zoom Lens Kit
10. Canon EOS R6 Mark III

Sony's chart-topping cameras

No.1 Sony A7C II
Kitamura says, "The successor to the A7C, which debuted as the world's smallest and lightest full-frame mirrorless camera. Packed with the latest features into a compact body, it delivers performance that exceeds its appearance."

No.2 Sony A6700
"This kit includes the A6700 camera and the high-magnification zoom lens "E 18-135mm F3.5-5.6 OSS".

"Despite its compact size, this lens can zoom up to the equivalent of 202.5mm, allowing you to shoot a wide range of subjects, including landscapes, snapshots, flowers, animals, and sports, all with just this one lens," explains Kitamura.

No. 3 Sony A7 IV
Kitamura says, "This camera is Sony's most standard full-frame mirrorless camera. With high-precision real-time tracking, it keeps track of your subject, ensuring you never miss a moment for both still images and videos."

No.6 Sony A7 V
"The A7 series has finally reached its 5th generation.

"By adopting a newly integrated partial-stacked sensor and the next-generation image processing engine "BIONZ XR2," it achieves highly accurate AI subject recognition and blackout-free continuous shooting at up to approximately 30 frames per second.

"It is a high-performance camera that is hard to believe is a basic model," explains Kitamura"

No.9 Sony ZV-E10 II
Kitamura says, "This is the successor to the ZV-E10, which has gained popularity as a video camera for shooting vlogs and YouTube videos.

"It features the same BIONZ XR image processing engine as higher-end models, resulting in improved video capabilities and autofocus performance. It's a recommended camera for anyone who wants to shoot cinematic videos."

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Browse the best mirrorless cameras, the best Sony cameras and the best Sony lenses.

The latest mirrorless cameras often come with anything but an affordable price tag, which is one reason buying used gear remains so popular. New data from Japanese camera marketplace Minna Camera shows that one DSLR in particular has risen in popularity over the last month, skipping 31 positions in just 4 weeks, to landing at number 1.

This camera is the Canon EOS 7D Mark II, launched back in November 2014, making it nearly 12 years old. Part of Canon's high-end APS-C DSLR line, it performs well in harsh conditions and its AF (autofocus) system gets moving subjects sharp quickly, making it a favorite among sports and action photographers.

Another notable success was achieved by a mirrorless camera, as the Sony ZV-E10 lands at number 9 after previously ranking at 65. Released in 2021, the very likeable little APS-C camera is not discontinued – which is a rarity in the top 10, as 70% of the models on the list are no longer in production.

Top 10 traded cameras at Minna Cameras (Aug 2026)*

*Release year, discontinued status and approx. used prices in USD and GBP added by Digital Camera World.

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Browse the best DSLR cameras, the best mirrorless cameras, and the best compact cameras.

As a tech reporter and photographer, I find some of the top trending camera lists easy to predict – but I never would have predicted the unusual mashup leading the top trending cameras in the US right now. Newly launched cameras like the Sony RX10 V bridge camera and popular mirrorless Canon EOS R6 Mark III are sitting mixed in with the strange Godox C100 compact viewfinder camera and even an eight-year-old DSLR, the Canon EOS Rebel T7.

The insight comes from US retailer B&H, who recently shared the list of top trending cameras for August 2026 with Digital Camera World.

The Sony RX10 V leads the top trending list for the second month in a row. The newly launched bridge camera revives the popular one-inch sensor paired with a 25x zoom lens. The bridge camera feels like the opposite of the compact camera trend with its beefy bridge-style design, but the camera is built to replace multiple lenses with its 24-600mm equivalent lens.

The RX10 V is followed by what reviewer James Artaius says is the “weirdest camera ever,” the Godox C100. The camera is 50 percent screen and doubles as a light meter, but the 2MP resolution, $45 / £39 price point, and the slim design also feel reminiscent of the trend behind the Kodak Charmera. The unusual design for the C100 is proving to be quite popular, with the C100 also appearing on the trends list for July.

The list isn’t without high-end mirrorless cameras, however. The Canon EOS R6 Mark III ranks high on the list of August trends. Launched late in 2025, the R6 Mark III was dubbed the “new yardstick by which other hybrids will be measured,” thanks to its mix of 32.5MP 40fps stills and 7K 60p open gate.

Perhaps the most unusual camera to hit the trends list, however, isn’t a fresh launch but an aging DSLR: the Canon EOS Rebel T7 (EOS 2000D). DSLRs have been steadily declining in popularity in recent years, so it’s unusual to find one hitting the trends list. The T7, however, still has a key feature going for it – it only costs $500 with a kit lens right now.

Still, while the T7 has an excellent price, Canon isn’t without similarly priced mirrorless kits like the EOS R100 – which has the same resolution in a smaller design with a more advanced autofocus system.

The DSLR is followed by another Canon mirrorless, this one even more pro-level: The Canon EOS R5 Mark II. The R5 Mark II, launched in 2024, brings a 45MP resolution with 8K 60 video, and yet still manages a speedy 30 fps burst mode.

The Sony mirrorless that has been hitting top trends lists in Japan since its launch continues to make an appearance on trend lists in the US. The Sony A7 V brings 33MP and 30 fps capabilities to Sony’s more affordable member in the full-frame Alpha series, along with upgraded subject recognition autofocus and stabilization up to 7.5 stops.

Several viral compact cameras also continue to impact camera trends in the US. The Fujifilm X100VI – which is still currently out of stock at B&H – makes the list with its compact retro design and 40.2MP sensor.

Canon’s pocketable zoom camera, the PowerShot SX740 HS, is also trending. Leica’s luxury Micro Four Thirds compact camera, the D-Lux 8, is also trending, but it's the new Metal Gray colorway that made the trends list. The more pocketable sibling to the RX10 V, the Sony RX100 VII, also makes the list of August trends.

Finally, the top performer from Sony’s crop sensor still camera series, the Sony A6700, also hit the trends list for August.

Top trending cameras at B&H for August 2026

• Sony RX10 V
• Godox C100 Mini Camera
• Canon EOS R6 Mark III
• Canon EOS Rebel T7 / EOS 2000D with 18-55mm lens
• Canon EOS R5 Mark II
• Sony A7 V
• Fujifilm X100VI
• Canon PowerShot SX740 HS
• Leica D-Lux 8
• Sony RX100 VII
• Sony A6700

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One of the key pieces to Sony’s mirrorless success is the speed made possible by the world’s largest sensor manufacturer’s stacked designs. But while Sony makes stacked sensors for full-frame mirrorless and stacked one-inch sensors in cameras like the RX10 V and RX100 VII, Sony’s APS-C mirrorless lineup skips the layered sensor built for speed.

Fresh reports are circulating that Sony’s sensor division is working on a 26MP APS-C stacked sensor. While Sony has yet to confirm the existence of such technology, the report is fanning the flames of rumors for potential new cameras such the Sony A6900 or a cinema-grade APS-C camera like the Sony FX30 II.

Sony’s stacked shutter design is the reason why cameras like the new Sony A7R VI can shoot at 30fps and 67MP when high-resolution cameras have traditionally been far slower than lower-resolution models.

The stacked design isn’t relegated only to Sony’s high-end mirrorless cameras either, with the layered sensor design also popping up in cameras like the RX10 V bridge camera and the RX100 VII compact camera – not to mention the stacked sensors inside some Sony smartphones. In fact, Sony first brought a stacked one-inch sensor to compact cameras in 2015.

Ten years after bringing the stacked design to compact cameras, I think it’s a fair question to ask when Sony could fill the gap between compact and full frame with an APS-C sensor.

Stacked sensors give the imaging chip dedicated layers for memory in order to speed up processing times. The result is faster burst speeds for stills and faster video frame rates.

Such an upgrade would make sense for the theoretical update to the A6700, as Sony’s more advanced stills-focused APS-C model is a good budget option for genres like sports and wildlife. But the rumors are calling for Sony’s upcoming sensor to be 26MP, which wouldn’t offer a resolution boost over the current model.

Without confirmation from Sony, it’s unclear if the brand’s next mirrorless camera could feature a stacked sensor design. Sony is the world’s largest sensor manufacturer, and even if the rumored sensor exists, there’s still a good chance that it isn’t destined for one of Sony’s mirrorless cameras.

But, having used the Sony a6400 as a budget birding camera and having also shot with the A7 V and A7R VI, I would love to see Sony’s stacked sensors come to the A6000 series.

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The top three camera makers in Japan have shifted – but a new report is hinting why. Earlier this year, a tally of the top camera makers in Japan showed that Fujifilm had pushed Nikon out of the top three in a major industry shakeup. But a new report reveals that, when it comes to mirrorless cameras, Nikon still sits in the top three.

The new data from Toyo Keizai Inc. takes a different approach than the Nikkei report that first hinted that Fujifilm is now one of the top three camera makers in Japan. The new report shows different numbers for one key reason: The report breaks down the cameras by category.

Comparing the two industry reports reveals that, while Fujifilm has risen up the ranks to spot three, narrowing down the list to just mirrorless cameras doesn’t have the same shakeup. Looking at the number of mirrorless cameras shipped, Canon, Sony, and Nikon are still leading the list.

According to the mirrorless camera report, Canon led with 2.3 million mirrorless cameras, followed by Sony with 1.8 million, Nikon with 860,000, Fujifilm with 750,000, Panasonic at 270,000, and OM System at 120,000.

The two contrasting reports suggest that it’s Fujifilm’s compact cameras like the X100VI and X Half that have pushed the brand into the top three, as when considering just the mirrorless cameras, Fujifilm still sits in fourth.

But while Fujifilm needs the sales of the viral X100VI in order to overtake the longstanding Nikon, the data also reveals just how much growth the company has had in the past two years for mirrorless alone. From 2023 to 2025, Fujifilm has almost doubled the number of mirrorless cameras shipped, moving from 380,000 to 750,000.

Based on the numbers in the overall report, that leaves Fujifilm with a whopping 410,000 compact cameras shipped in 2025 – though that number could include Instax as well as popular models like the X100VI.

Canon still leads even when doing a bit of math to see how many compact cameras were shipped last year. With 4.5 million cameras sold, 2.05 million of those were mirrorless cameras, and 580,000 were DSLRs. That suggests that Canon sold around 1.87 million cameras that didn’t fall into either interchangeable lens category.

Sony sold 2.42 million cameras, according to the report, with 1.8 million of those as mirrorless, leaving around 620,000 fixed lens cameras.

Breaking down the camera shipments by category also shows just how small the DSLR numbers are. Canon shipped around 580,000 DSLRs and Nikon 60,000. While the shrinking DSLR market is expected as brands focus remains on mirrorless, Canon’s DSLR numbers still remain above half a million.

Pentax, the camera brand that remains committed to DSLRs over mirrorless, shipped just 10,000 DSLRs, according to the report.

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Chris Burkard says that sometimes getting ready for the shoot is half the battle – but there are a few pieces of gear that the adventure photographer always has in his bag.

In a quirky video series for Sony Alpha’s YouTube Channel, Burkard kits out a new photographer as if he’s building a character inside of a video game. The humorous short starts with weather-appropriate clothing, including closed-toed shoes, a puffer jacket, and a rain shell oversized enough to tuck a camera inside in the event of a downpour.

Burkard is a Sony Artisan of Imagery and, naturally, as part of Sony’s ambassador program, the photographer isn’t shy about sharing what gear he uses. He’s previously shared kits that include three mirrorless cameras along with a compact camera and several lenses. But the video shares some insight into what kit Burkard would build for a more streamlined setup, along with what lens is always in his bag, and what lens is his favorite.

The lens that Burkard says is "always in my bag" is a 24-70mm f/2.8 workhorse zoom – more specifically, he uses Sony’s second generation of the workhorse, the Sony FE 24-70mm f/2.8 GM II. The second generation improves the workhorse lens’ handling with a lighter design and more robust weather-sealing, while also improving sharpness and reducing chromatic aberration.

His favorite lens, however, is even wider than that workhorse: the Sony FE 16-35mm f/2.8 GM II. DCW Reviews Editor Gareth Bevan noted that the second-generation lens isn’t just lighter and more compact than the original, but is also sharper, with noticeable improvements in distortion and vignetting.

Beyond those two favorites, the streamlined kit that Burkard builds finishes what’s commonly referred to as the “holy trinity” of lenses, adding the Sony FE 70-200mm f/2.8 GM OSS II to the trio of zooms in the kit.

Burkard chooses just one prime lens for the streamlined kit: the Sony FE 24mm f/1.4 GM, which he says he grabs for night photography and a shallower depth of field than the f/2.8 zooms.

As for the camera body, Burkard builds the kit around the Sony A7R V, which the photographer calls his “high-resolution workhorse for shooting landscapes in the field.” While Sony now has the newly launched A7R VI, the A7R V remains available at a lower price point than the latest model.

The video is part of a new Sony and Burkard video collab, Inside, Out There, a series of short videos that’s about “learning to see the world with more intention.”

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The Sony A7 V has made a major impact since launching, taking the top spot at Japan's biggest camera retailers month after month and quickly establishing itself as one of the most popular mirrorless cameras.

Now the full-frame camera has added another major industry award to its growing collection – having previously won Best Full Frame Expert Camera at the TIPA World Awards and Camera of the Year at the Camera Grand Prix 2026 – with EISA naming the A7 V Camera of the Year 2026-2027.

The Expert Imaging and Sound Association, EISA, is a major consumer technology awards group comprising 51 technology-related publications and announces winners across a range of technology product categories, including hi-fi audio, home theater and photography.

EISA Camera of the Year 2026-2027

EISA says, "The Sony Alpha 7 V is a weather-sealed full-frame camera that’s suitable for virtually any application. It combines tried-and-tested features such as 5-axis image stabilization with cutting-edge photographic technology.

"Its partially stacked Exmor RS CMOS image sensor delivers 33 megapixels while enabling shooting at 30 frames per second to provide blackout-free continuous shooting.

"It employs Sony’s latest BIONZ XR2 processor, with an integrated AI processing unit that supports autofocus with real-time subject recognition including human pose estimation.

"It’s also a very good video camera that’s capable of 4K recording at 60fps, or 120fps with a Super35 crop. Whether in the studio or outdoors, the Sony Alpha 7 V is a reliable and high-performance camera for discerning photographers."

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If you are shooting on a Sony APS-C camera, this lens is worth your attention – a true workhorse optic, sharp across the frame, fast to focus, and giving you serious reach.

Right now, the Sony E 70-350mm f/4.5-6.3 G OSS lens is just £653.65 at London Camera Exchange – an £80 saving on its £829 RRP.

It's a hard-to-get lens and is marked as "Awaiting stock" by multiple retailers in the UK, including Wex, Park Cameras and Clifton Cameras.

"Great super-telephoto" for shooting sport or wildlife

The Sony E 70-350mm f/4.5-6.3 G OSS lens is built for APS-C format E-mount cameras and is a powerful tool when paired with Sony's A6000-series cameras or the Sony Z-E10 II.

It offers a massive 5x super-telephoto zoom range (giving you a 105-525mm full-frame equivalent). It outclasses options like the E 55-210mm f/4.5-6.3 OSS, giving you more reach, better sharpness, and faster handling.

At just 625g, the Sony E 70-350mm f/4.5-6.3 G OSS is a breath of fresh air in a world where super telephotos are often back-breaking (and bank-breaking). And thanks to its built-in optical stabilization, you've got a lens that's ideal for handheld shooting.

Sure, the aperture range of f/4.5-6.3 might not be the widest – but that wouldn't be a dealbreaker for me.

Sony's APS-C cameras handle high ISO settings well, and if you need to bump up the ISO to compensate for the smaller aperture, you can do it without sacrificing much in terms of noise or detail.

So, if you shoot on a Sony APS-C body and want serious telephoto reach for wildlife, action, aviation, or distant landscapes – this is the lens.

Check out best Sony lenses and the best Sony telephoto lenses.

Japan's latest compact camera sales figures from major retailer Yodobashi are in – and in the Top 10 chart for the first half of August 2026 are many cult point-and-shoot cameras that are years old. At the top of the ranking sits a compact first released eight years ago, then relaunched in 2024 with essentially the same technology.

The Canon PowerShot SX740 HS / Lite takes the crown despite the wave of new compact camera launches lately, including Panasonic champions like the Lumix L10 or ZS300 / TZ300. It is hard to find stock, with second-hand prices often climbing above its original RRP of $699.95 / £549.99.

Yodobashi also reveals just how high demand is for some of the cameras on the list: four of the Top 10 are currently on backorder, including the No.1, the Canon PowerShot G7 X Mark III (No.2), Ricoh GR IV (No.4), and Fujifilm X100VI (No.5) – all made the ranking due to previously placed orders. Sony's ZV-1 II also made the Top 10, despite being currently out of production.

Yodobashi's Top 10 best-selling compact cameras, 1st Half Aug 2026

1. Canon PowerShot SX740 HS / Lite | Silver | Black backordered
2. Canon PowerShot G7 X Mark III | Black | Silver backordered
3. Sony ZV-1 II | Black | White currently out of production
4. Ricoh GR IV backordered
5. Fujifilm X100VI | Silver | Black backordered
6. Sony RX10 V
7. Panasonic Lumix TZ99 / ZS99 | Black | White
8. Canon IXY 650M / Elph 360 HS A / Ixus 285 HS A | Black | Silver
9. Kodak Pixpro C1 | Brown | Black
10. Panasonic Lumix TX3 / ZS300 / TZ300 | Black | Graphite Silver

Canon's unbeatable PowerShot compact cameras

When the original Canon PowerShot SX740 HS launched in 2018, the compact camera market looked very different from today. Straightforward point-and-shoots were popular, while premium compacts (now found across the category) were far less common.

Canon clearly found a winning formula with the SX740 HS, and the Lite Edition keeps that formula largely intact. It uses the same core camera technology as the original, with the main difference being the removal of in-camera USB charging in favor of an external battery charger.

The appeal is easy to understand: a genuinely pocketable camera, a huge 40x optical zoom (24–960mm equivalent), and a familiar, straightforward shooting experience – a combination that remains difficult to replace, even as newer compacts arrive with more advanced technology.

Another Canon model making the list is the PowerShot G7 X Mark III, also a model that is years old. It launched in 2019, yet remains one of the most sought-after compact cameras on the market.

Compared with the SX740 HS / Lite, the G7 X Mark II has a 1-inch sensor and a bright 24-100mm equivalent f/1.8-2.8 lens with 4.2x optical zoom.

Featuring a sensor format that is used in many of the best compact cameras, it gives users a big step up in image quality from most camera phones or action cams, also when compared to the smaller 1/2.3-inch sensor of the SX740 HS / Lite.

The Canon G7 X Mark III is more expensive second-hand

Used prices are now often higher than the G7 X Mark III's original retail price.

While this might seem unusual for an older camera, renewed interest in compact cameras and the dedicated shooting experience that differs from shooting with a smartphone are key factors. Social media also helped fuel the point-and-shoot revival.

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.

So while newer compact cameras continue to arrive with more advanced technology, the latest Yodobashi chart shows that buyers are still driven to get one of the established Canon cult models, winning with their proven formula.

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If you've been thinking about getting into full-frame photography or becoming a Sony shooter, this is the deal I wish I'd found some time ago.

The Sony A7 III is now available for £1,199 at Wex – you save £300 off its original £1,499 price tag.

I've used the Sony A7 III for years now, and honestly, it's a great camera.

When I wanted to get into full-frame photography, the Sony A7 III covered all my needs and still does. Coming from Nikon, I wasn't sure how I'd vibe with Sony, but the A7 III quickly won me over.

What also sold me on switching systems was getting access to Sony's full-frame E-mount system – one of the most diverse lens ecosystems out there. Whether it's native Sony glass or third-party options like Sigma and Tamron, the variety is massive, both in function and price.

Specs-wise, the A7 II still holds its own: 24.2MP back-illuminated sensor, excellent high ISO performance for low-light shots, built-in 5-axis stabilization, and sharp 4K video. It also boasts a solid 696-point autofocus system with face and eye detection – not the newest algorithm, but definitely still dependable when snapping subjects on the move.

Sure, newer models, like the Sony A7 IV and now the Sony A7 V, offer some upgrades, but come with a hefty price tag – often nearly double what the A7 III costs.

I've dragged this camera through multiple countries, traveled with it, explored bustling cities, and even captured sharp action shots at the Isle of Man TT – and if you know anything about these motorbike riders, you know they're insanely fast. So the A7 III's AF system, portability, and overall reliability have been put to the test!

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Japan's latest camera sales figures by major retailer Yodobashi are out – and the No.1 is a full-frame mirrorless that many photographers have been waiting for. Since its release in December 2025, the Sony A7 V has regularly topped the sales charts. But the real all-rounder camera champion sits at No.2 and No.4: the Sony A7C II, a compact full-frame that has been on the market for almost three years.

The A7 V is a multi-award-winning camera, having been named Camera of the Year twice by EISA and the Camera Grand Prix, and was also awarded the title Best Full Frame Expert Camera at the TIPA World Awards. When it entered the market around eight months ago, it quickly became one of the most popular cameras in Japan.

But the more interesting success story is the A7C II. Announced in August 2023, it continues to appear among Japan's best-selling mirrorless cameras, beating newer releases more often than some might expect – and there's a good reason why.

Yodobashi's Top 10 best-selling cameras, 1st Half Aug, 2026

1. Sony A7 V
2. Sony A7C II Zoom Lens Kit | Silver | Black
3. Fujifilm X-M5 + XC15-45mm Lens Kit | Silver | Black
4. Sony A7C II | Silver | Black
5. Canon EOS R50 Double Zoom Kit | Black | White
6. Hasselblad X2D II 100C
7. Canon EOS R5 Mark II
8. Canon EOS R10 + RF-S18-150 IS STM Lens Kit
9. Canon EOS R6 Mark II
10. Sony ZV-E10 II Double Zoom Lens Kit | Black | White

The Sony A7 V vs. Sony A7C II

So why is a nearly three-year-old camera still selling alongside Sony's newest full-frame model?

Both the A7 V and A7C II are full-frame mirrorless cameras, but the A7C II has two major advantages: price and portability.

At 514g, it is considerably lighter than the 695g A7 V. The A7C II is currently available for $2,498 / £2,099, while the newer A7 V costs $2,898 / £2,799.

The A7C II is a compact all-rounder that champions performance and portability. It already delivers advanced AF, high-resolution imaging, and solid video capabilities – meaning some users may not see a compelling upgrade in newer models.

That's why, even three years later, the A7C II is still a competitive player in a competitive market that's known to move fast.

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Eight of the Top 10 best-selling lenses in Japan right now come from third-party manufacturers, according to the latest BCN Raking data.

Sigma and Tamron dominate the chart, with four lenses each, while only one Nikon and one Sony lens make the Top 10 – and there isn't a single Canon optic in sight.

The biggest winner is Sigma, whose 18-50mm f/2.8 DC DN | C takes the No.1 spot for Sony E-mount. The same lens also appears at No.2 in Canon RF-mount and No.4 in Fujifilm X-mount, making it one of the most successful individual lens designs in the ranking. Sigma's 28-70mm f/2.8 DG DN | C also takes third place, giving the brand four spots in total.

BCN's Top 10 best-selling lenses, July 2026

1. Sigma 18-50mm f/2.8 DC DN | C (E-mount)
2. Sigma 18-50mm f/2.8 DC DN | C (RF-mount)
3. Sigma 28-70mm f/2.8 DG DN | C (E-mount)
4. Sigma 18-50mm f/2.8 DC DN | C (X-mount)
5. Tamron 17-70mm f/2.8 Di III-A VC RXD (E-mount)
6. Tamron 25-200mm f/2.8-5.6 Di III VXD G2 (E-mount)
7. Nikon Z 24-120mm f/4 S
8. Tamron 70-180mm f/2.8 Di III VC VXD G2 (E-mount)
9. Sony E 70-350mm f/4.5-6.3 G OSS
10. Tamron 50-400mm f/4.5-6.3 Di III VC VXD (E-mount)

Sigma's third party lens success in Japan

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

It's an ideal choice for APS-C cameras such as the EOS R7, R10, R50 and R100 and is priced relatively affordably at $659 / £468 (RF-mount).

It offers a useful standard zoom range equivalent to roughly 27-75mm in full-frame and is lightweight, weighing 290g in Sony E and L-mount versions, 285g for Fujifilm X and 300g for Canon RF.

In our review, we highlighted its lightweight design and constant f/2.8 aperture as its major strengths. We also found its AF to be fast and virtually silent, while build quality and weather resistance were further strengths.

Tamron also claims four spots

Tamron accounts for four of the Top 10, with the 17-70mm f/2.8 Di III-A VC RXD at No.5, followed by the 25-200mm f/2.8-5.6 Di III VXD G2 at No.6, the 70-180mm f/2.8 Di III VC VXD G2 at No.8 and the 50-400mm f/4.5-6.3 Di III VC VXD at No.10. All four are Sony E-mount lenses.

Together, Tamron's lenses span everything from fast standard zooms to all-in-one travel lenses and long telephoto zooms – great alternatives to often larger or more expensive first-party options.

That leaves just two first-party lenses in the chart. Nikon's Z 24-120mm f/4 S comes in at No.7, while Sony's E 70-350mm f/4.5-6.3 G OSS takes ninth place.

Canon, meanwhile, is completely absent from BCN's July Top 10 – despite its hugely popular RF 100-400mm f/5.6-8 IS USM previously claiming top spots across different Japanese retailers, like Kitamura.

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The Expert Imaging and Sound Association (EISA) has announced its 2026/27 winners and, unlike last year, which saw Sony win the sweepstakes across the best lens and best camera categories, this year Nikon has mixed things up.

Each year, EISA – a major consumer technology awards group currently formed of 51 technology-related publications – announces winners across a range of technology product categories, including hi-fi audio, home theater and photography.

2026/27 has seen a new “Lens of the Year”: the Nikon NIKKOR Z 24-70mm f/2.8 S II. The Nikon lens, which has already made a name for itself for producing sharp images across the frame, dethroned the Sony FE 50–150mm f/2 GM.

EISA particularly praised the internal zoom construction for bolstering its video-making abilities, calling the Nikon lens professional glass “without any weaknesses.”

The Nikon win meant that there was no Sony clean sweep like last year, but the mirrorless camera giant did retain its “Camera of the Year” crown, which EISA awarded to the Sony A7 V. The latest installment in Sony’s coveted prosumer range, the A7 V has dominated sales charts in Japan since its release just shy of one year ago.

It has been praised for its 33MP hybrid stills-video performance, thanks to the partially stacked 33MP sensor and BIONZ XR2 processor, which deliver fast readout speeds and reduced rolling shutter artifacts.

EISA – whose expert member publications’ editors test all awarded products – commended the A7 V for its “cutting-edge photographic technology”, making it a suitable rig for “virtually” all kinds of shoots.

Sony also captured the “Professional Camera” award with its A7R VI. The 67MP full-frame beast is Sony’s latest release and combines a new dedicated AI processing unit and a fully stacked sensor. EISA said the professional rig boasted “dramatically improved” subject recognition and tracking compared with the previous model, the A7R V.

In other categories, Fujifilm won the “Best Buy Camera” award with the X-T30 III, while the cropped-sensor giant was also recognized as the best APS-C camera producer thanks to the X-E5.

Tamron captured a pair of awards, too, including “Wide-Angle Zoom” with the 16-30mm f/2.8 Di III VXD G2 and “Standard Zoom Lens” for its 35-100mm f/2.8 Di III VXD.

To see all of the 2026/27 EISA Award winners, head to the awards website.

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New cameras often sit at the top of the best-seller list, but this three-year-old mirrorless camera is still so popular that it ranks in the top three on both the new and used sales lists in Japan: the Sony A7C II.

In the latest data from Japanese retailer Map Camera, the Sony A7C II sits at the very top of the used camera rankings. But the camera also ranks third among the new camera sales for July 2026.

The data highlights the A7C II’s longstanding popularity. Released in 2023, it puts a full-frame Sony sensor into a smaller, rangefinder-inspired camera body.

Mixing parts from other Sony cameras into a smaller body, in his Sony A7C II review my colleague Gareth said it's “still one of your best bets” for creators looking for pro features in a small body.

While the A7C II isn’t cheap, the $2,499 / £2,099 / AU$2,999 / CA$2,999 price point makes it not only a more portable option but also a more affordable one than full-frame cameras like the new Sony A7 V or the A7R VI.

While the A7C II continues to trend in Japan, it isn’t the only camera that hits both new and used lists: joining it are the Canon EOS R6 Mark II and Fujifilm X-E5.

Perhaps even more interesting, however, are the cameras that are trending used – but not as popular among new-in-box sales. The Fujifilm X-T5 sits in the second-place spot on the used list, but not on the new list despite being a current model.

Map Camera, however, says that Fujifilm is facing some supply issues in Japan. The X-T5, the store says, is readily available used.

The Nikon Z50 II sits in the third-place spot on the list of trending used cameras, but doesn’t feature among the new options – though its full-frame sibling, the Z5 II, does.

The Z50 II is one of Nikon’s most affordable mirrorless cameras, but it adopts some of the autofocus features of Nikon’s pricier bodies in a smaller crop-sensor camera.

While Nikon only appears once in the top ten list for new cameras, it hits three times on the used trends list. Besides the Z50 II, the Nikon Zf ranks eighth. And appearing on the used top ten for the first time is the Nikon Z8, which Map Camera says has always tended to be overshadowed by the retro Zf.

The list also highlights how new releases bring older models back into the spotlight among shoppers looking for a used deal. The DJI Osmo Pocket 3 ranks in seventh place on the list, in part due to some users trading up for the newly announced DJI Osmo Pocket 4 and Osmo Pocket 4P.

Trending used cameras at Map Camera for July 2026

1. Sony A7C II
2. Fujifilm X-T5
3. Nikon Z50 II
4. Canon EOS R6 Mark II
5. Sony A7 III
6. Fujifilm X-E5
7. DJI Osmo Pocket 3
8. Nikon Zf
9. Canon EOS R7
10. Nikon Z8

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Japanese electronics retailer Yodobashi Camera has released its top-selling camera rankings for the second half of July 2026. The Sony A7 V reigns at the top spot and, for the first time, its kit bundle featuring an FE 28-70mm f/3.5-5.6 OSS II cracked the chart, landing in the tenth spot.

Yodobashi releases its top 10 best-selling cameras report twice monthly, for the first and second halves of each month, compiling sales data from its online store as well as 24 brick-and-mortar locations across Japan.

Positions 2 to 8 remained the same as for the first half of July, with the 100MP medium format Hasselblad X2D II 100C continuing its unexpected Japanese momentum in third place with the renowned Canon EOS R5 II in seventh.

But the dominance of the A7 V, the latest in Sony’s prosumer A7 lineup, is worthy of note. According to Map Camera, another major Japanese retailer, following its release in late 2025 the A7 V “swept through the market,” dominating Map’s charts for 4 months consecutively.

Yodobashi top 10 digital cameras (second half July 2026)

1. Sony A7 V
2. Sony A7C II kit (FE 28-60mm f/4-5.6)
3. Hasselblad X2D II 100C
4. Sony A7C II
5. Fujifilm X-M5 kit (XC 15-45mm f/3.5-5.6 OIS PZ)
6. Canon EOS R50 double zoom kit (RF-S 18-45mm f/4.5-6.3 IS STM + RF-S 55-210mm f/5-7.1 IS STM)
7. Canon EOS R5 Mark II
8. Nikon Z50 II double zoom kit (Z DX 16-50mm f/3.5-6.3 VR + Z DX 50-250mm f/4.5-6.3 VR)
9. Canon EOS R10 kit (RF-S 18-150mm f/3.5-6.3 IS STM)
10. Sony A7 V kit (FE 28-70mm f/3.5-5.6 OSS II)

It’s no wonder Sony has topped sales charts, considering how well the A7 V is geared toward both stills and video.

The hybrid camera features a 33MP partially stacked sensor, up to 30fps blackout-free shooting, 7.5 stops of in-body image stabilization, plus oversampled 4K 60p video with 4K 120p in a Super35 crop.

However, the Sony rig sits at the higher end of the prosumer hybrid setup price range, with an RRP of $2,899 / £2,799 UK / AU$3,999.

Currently a Sony A7 III shooter, I certainly recommend the A7 V – but there’s an alternative that doesn’t appear in Yodabshi’s best-selling list I’d look at before deciding: the Panasonic Lumix S1R II.

This is Panasonic’s flagship full-frame mirrorless hybrid, featuring a 44MP sensor, Phase Hybrid AF with AI tracking and internal 8K video recording.

Since moving away from the old Depth From Defocus (DFD) contrast-based AF system to the newer Phase Hybrid AF system, Lumix cameras have seen their performance bolstered and popularity grow.

What’s more, not only do the S1R II’s specs rival the Sony A7 V’s, but it’s a flagship model for just $100 more in the US (£100 less in the UK / AU$1,000 more in Australia). So, just because Lumix doesn’t make Japan’s top-10 sales ranking doesn’t mean it isn’t worth considering.

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The leading camera brands have seen another shakeup in rankings, according to a report by Japan’s largest financial newspaper. Retro-camera maker Fujifilm’s viral fame has propelled the company into third place, dropping longstanding Nikon out of the top three.

The insight comes from the Nikkei Industry Map 2027, an annual report coming from the region’s largest financial media outlet, analyzed and shared by Digital Camera Life. The report examines Japan’s camera makers and ranks each brand by the number of cameras shipped.

Canon continues to lead in terms of market share and has strengthened that lead by adding nearly a million camera shipments compared to 2024’s data. That leaves Canon with a 45.7% share – that means nearly half of all digital cameras shipped from Japan bear the Canon name.

That’s followed by Sony, which has now held the number two spot for seven years, thanks to the rise of the Alpha mirrorless series. Sony saw slight growth from 2024’s numbers, moving from 2.33 million cameras shipped to 2.42 million.

But the real shakeup comes in third place: Fujifilm. Nikon has held the third spot since the Sony Alpha series pushed the company down to third in 2019. Nikon’s drop to fourth place is affected somewhat by lower sales – dropping from 960,000 to 880,000 – but Nikon would have held onto the third place spot if Fujifilm hadn’t also seriously jumped up in sales at the same time.

The report suggests that Fujifilm shipped 1.16 million cameras in 2025, up from 740,000 the year before. The data gives concrete insight into Fujifilm’s viral fame.

Fujifilm, known largely for its retro-inspired cameras and color science, started seeing accelerated growth after the X100VI went viral, a two-year-old camera that is still in such demand that it’s hard to find in stock without a wait list.

The X100 series' success has bled into other models, like its mirrorless sibling the Fujifilm X-E5, while more budget-friendly models like the X-M5 and X-T30 III have also sold well for the brand.

Neither Nikon nor Fujifilm has announced a new mirrorless camera yet in 2026.

Although Nikon revised its 2026 projections for slightly lower sales during the last investor report, the company says it expects the interchangeable lens market to remain solid over the medium and long term.

While the numbers drop Nikon out of the top three, that’s not the only unusual shakeup. Ricoh has surpassed OM System, moving from seventh to sixth, behind Panasonic. The reason? Ricoh’s camera shipments tripled over the last year.

While the report doesn’t specifically detail how many of each camera were shipped, Ricoh’s growth is likely due to the success of the Ricoh GR IV series.

The pocketable camera that packs an APS-C sensor has long been a popular option, but Ricoh’s refresh of the series last August and the growth of the compact camera segment is likely giving the brand a significant boost.

That puts OM System in seventh place, the last on the rankings, with 150,000 cameras shipped, which is about 10,000 less than the year before.

Panasonic hasn’t changed rank, in the fifth-place spot, but the numbers show a steep growth from 280,000 cameras to 430,000.

While a majority of the largest camera-makers are based in Japan, the Nikkei report’s regional focus means that brands like Leica (Germany) and Hasselblad (Sweden) aren’t tallied and ranked in the report.

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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.

Thinking about ditching your DSLR, switching camera systems, or upgrading to full-frame? These three mirrorless models deliver excellent price-to-performance value – and right now, you can save up to £700 at Amazon or Wex.

The Panasonic Lumix S5 IIX + 20-60mm and 50mm is now just £1,699 (inc. cashback) at Wex – you save £700 off the bundle's RRP of £2,399. (The body alone is reduced to £1,399 inc. cashback...)

The Sony A7 IV is now just £1,999 at Wex – this new low price lets you save £401 off its original £2,400 price tag.

The Nikon Z5 is now just £645 on Amazon – you save £604 off its £1,249 RRP.

Panasonic Lumix S5 IIX

Ideal for hybrid shooters, DSLR, and system switchers

If you've been shooting on an APS-C or DSLR camera before, the Panasonic Lumix S5 IIX is a fantastic upgrade. It's notably smaller and lighter than many DSLRs.

So while the handling might feel a bit different at first, you'll quickly appreciate the more compact, less bulky design. There are not as many native lenses for the S5 IIX available as is the case within the Sony and Nikon lineups, but there are third-party options like Sigma available.

And if you want to keep using your older glass, Canon EF to L-mount adapters, for example, are available.

Sony A7 IV

Best for DSLR and system switchers, as well as content creators

Switching to Sony means unlocking incredible mirrorless flexibility. The Sony E-mount system is the most mature on the market, with an extensive range of native lenses and strong third-party support from trusted brands like Tamron and Sigma.

The A7 IV shines with its real-time Eye AF detection and tracking options – features that make focusing faster and more accurate than many DSLR systems. So, if you're coming from a DSLR, this camera feels like a serious step up in autofocus and creative control.

Nikon Z5

Budget-conscious DSLR option, best for stills-focused shooters

If you are on a budget, the Nikon Z5 offers one of the most affordable ways into full-frame mirrorless with great image quality.

The body design will feel very familiar if you're upgrading from a Nikon DSLR, and thanks to the FTX adapter, you can continue using your trusted F-mount lenses seamlessly.

And if the bundled lens doesn't suit your photography style, there are plenty of alternative lens bundles available on Amazon or Wex – many of which offer great savings too.

Comparison

Personally, I would lean toward the Sony A7 IV. Its autofocus performance is unmatched, as well as its lens options. The flexibility makes 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.

Compact cameras have been rapidly rising in trends, but the latest list of trending cameras from Japan hints at another trend that may be prevailing over size: zoom. Some 40% of the best-selling compact cameras in Japan have at least 15x zoom, including the newly launched Sony RX10 V bridge camera.

The data comes from Japanese camera retailer Yodobashi’s list of best-selling compacts for the second half of July. While the list includes several repeat offenders – like the top-ranked Canon PowerShot G7 X Mark III, the Canon PowerShot SX740 HS and the viral Fujifilm X100VI – one camera on the list is so new that sales were only open for a single day in July.

The RX10 V only became available on July 31, but the bridge camera came as a surprise announcement after Sony had previously discontinued the 1-inch sensor zoom series without a sign of a replacement.

The RX10 V is hardly a “compact” camera; it weighs about 2 lbs / 1,111g, thanks to a highly versatile 24-600mm equivalent lens. As a bridge camera, it looks more like a small DSLR than a point-and-shoot camera, but Yodobashi defines anything with a fixed, non-removable lens as a “compact camera,” so the superzoom made the list.

The Sony RX10 V sits squarely in the middle of the top ten at spot number five, but that’s quite an impressive ranking for a camera that, technically, only had one day of sales compared to the other cameras on the list that were available during that entire time period.

The RX10 V is one of four cameras on the list with a versatile zoom lens. The PowerShot SX740 HS (second place) has the longest of the bunch with a 40x lens, followed by the Panasonic Lumix TZ99 / ZS99 with a 30x zoom (eighth place), the RX10 V with 25x (fifth place) and the Panasonic Lumix ZS300/TZ300 with a 15x zoom lens (tenth place).

The list hints that zoom remains a key feature for compact cameras – even when that zoom makes the camera no longer pocketable, as is the case with the Sony RX10 V.

While the list is dominated by cameras with zoom, compacts with oversized sensors remain highly popular. The Fujifilm X100VI sits in third place, but is out of stock and likely could have ranked even higher had more been available.

The Ricoh GR IV – which, like the X100VI, has an APS-C sensor – is also so popular that it’s out of stock at the retailer, but still manages to earn a sixth-place spot in the rankings.

While much of the list leans towards cameras with zoom, the GR IV and X100VI use lenses without optical zoom, instead fitting a larger sensor and brighter aperture into a portable design.

The list also includes one popular vlogging camera, the Sony ZV-1 II, which has an 18-50mm equivalent lens.

The list also highlights the popularity of point-and-shoots that sit on the more affordable side, with two budget models on the list, the Canon PowerShot Elph 360 HS A (known as the Canon IXY 650m in Japan) and the Kodak PixPro C1.

The best-selling compact cameras at Yodobashi, second half of July 2026

1. Canon PowerShot G7 X Mark III
2. Canon PowerShot SX740 HS
3. Fujifilm X100VI
4. Sony ZV-1 II
5. Sony RX10 V
6. Ricoh GR IV
7. Canon PowerShot ELPH 360 HS A
8. Panasonic Lumix TZ99
9. Kodak Pixpro C1
10. Panasonic Lumix ZS300/TZ300

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Sony’s latest cinema camera, the FX5, was announced back in July to enormous fanfare, huge excitement and massive sales. However, those who put their pre-orders down are going to have to wait – as the previous warnings of shipping delays until September have now turned into an indefinite postponement, with no official release date.

In a statement on its Japanese website, Sony announced that the release of the FX5 and its related accessories – an OLED viewfinder, an XLR handle unit and a timecode adapter cable – will be postponed due to unspecified "production issues".

The announcement comes pretty close to the last-minute, shortly before the camera’s stated release of August 21. And Sony has been unable to specify a new release date, meaning it could be a while before filmmakers can get their hands on the new camera.

The FX5 is billed as a lightweight cinema camera for professionals, slotting into the range between the Sony FX3 and FX6. Its headline feature is its capacity to shoot 5K 60p open gate video that uses the full 3:2 sensor area – though many features like 5K 120p open gate and cropped 4K 240p modes have been confirmed as coming along later, via firmware, and won't be present on the camera as released.

Billed as 'handheld Hollywood', the FX5 proved much more popular than Sony anticipated, with pre-orders flying in immediately after the camera was announced on July 28. It’s unclear whether the delay is related to the huge volumes of pre-orders, or some other unanticipated issue – Sony is remaining pretty tight-lipped about the specifics.

The Sony FX5 costs $4,898 / £4,700 / AU$7,849 body-only, or $5,498 / £5,200 / AU$8,849 in a bundle with the XLR handle. Pre-orders are still open – but I’d say it might be worth holding off for the time being. There are plenty of other excellent Sony cinema cameras you can get your hands on instead…

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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 highlights a few unusual trends, from Fujifilm's "serious supply shortages" to the resurging popularity of Nikon's most affordable full-frame camera.

The top cameras for July from Japanese retailer Map Camera read like a who's who of the most popular models, with the top three being names that have regularly dominated trends.

The list is led by 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 highlights a few unusual trends – 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. 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 that's it for the brand on the July list.

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.

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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See how this new lens compares to the best Sony telephoto lenses, along with the best Sony lenses across all categories.

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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