Fujifilm X-E5 Beats X-T30III at Amazon’s Best Seller Ranking

Earlier today we reported about the first price drop in some EU countries on the Fujifilm X-E5.

I guess this means that in some countries, the Fujifilm X-E5 is not selling that well, especially after the announcement of the Fujifilm X-T30 III.

So out of curiosity I went to check the Amazon USA ranking for best new releases, since it is the only large retailer that I know of that has a sales ranking.

Well, we can see that at the time of this post the Fujifilm X-E5 is on the second spot, the X-T30III on the 5th spot.

Meanwhile, if we take a look at Amazon’s overall best-selling mirrorless camera ranking, the Fujifilm X-E5 is ranked #16, followed by the Fujifilm X-T50 at #23 and the X-T30 III at #36.

So, at least in some countries, like in USA, the Fujifilm X-E5 is currently selling well, maybe even Fujifilm’s best seller, which would confirm what a Fujifilm manager said here.

SURPRISE: First Price Drop on Fujifilm X-E5 in Europe – save up to €150

Now that comes surprising.

In some European countries there is the first price drop on the Fujifilm X-E5. It runs across all stores. So you can find it €100 off in Germany and €141 off in Italy. In Italy also the kit version is in offer with a €150 rebate.

I haven’t noticed sales in other countries, but let us know in the comments if you notice them.

I guess sales in Europe for the Fujifilm X-E5 were not so strong. Let’s see if this price drop will give it a boost.

Also, the launch of the Fujifilm X-T30III might have affected X-E5 sales.

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Denoising Without the Plastic Look

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AstrHori 9mm f/2.8 Listed on BHphoto – Is the Viltrox 9mm F2.8 Clone Coming? – UPDATE

UPDATE: according to Mistral this is a manual focus only lens. The lens also leaked on the Chinese Weibo account 独立摄影师联合会 (image below)

The AstrHori 9mm f/2. 8 is now listed on BHphoto.

At the moment there is no info about this lens, other than it will cost $169.

Now, it’s not uncommon to see the very same lens from China sold under a variety of brand names.

So maybe the AstrHori 9mm f/2.8 is just a clone of the recently launched Viltrox 9mm f/2.8 Air lens, which so far is available for Sony E and Nikon Z APS-C and Viltrox said will soon come also for Fujifilm X mount, as we reported here.

But again, that’s just a speculation. I guess we will find out soon.

So far it enjoys fantastic reviews:

What We Lost When Cameras Got Better — and How Fujifilm Is Trying to Give It Back

What We Have Lost

I remember…

I remember when at the age of 16 I bought my first Fujifilm Quicksnap camera.

We were going on a 4-day trip with my classmates to Siena.

And I remember how I cherished those 27 shots — how intentional I tried to make every single one of them. Every frame mattered so much to me.

The photos might have been flawed — soft, overexposed, touched by grain and blur. But the moments were flawless. I waited for them, guarded each frame, and only pressed the shutter when I felt that it truly mattered.

But somehow all of that went lost with the arrival of digital.

That sense of loss — of meaning, of connection — is exactly what YouTuber Gerald explores in his video “What We Lost When Cameras Got Better”. He looks back at what we unknowingly traded away when photography became effortless, and how we might get those things back.

We thought we were upgrading to digital.
But we weren’t — we were trading.
And this is what we lost in the exchange, according to Gerald.

Intentionality –

Film forced us to think before shooting because every frame was limited and costly.
Digital made shooting cheap and endless, which made each photo mean less.

Presence –

With film, you stayed in the moment.
With digital, we’re constantly checking screens, pulled out of the experience.

Anticipation –

Waiting to see developed photos made us value them more.
Instant previews make us forget instantly — memories don’t have time to form.

Imperfection –

Film had character: grain, light leaks, and “happy accidents.”
Digital and AI perfection removed uniqueness; everything looks the same.

Mindfulness –

Shooting film is a tactile, focused ritual.
You set ISO once, advance manually, and truly participate in the process.
Digital gives results; film teaches discipline.

Conclusion

Technology didn’t just upgrade photography — it also caused a trade-off.
We gained convenience but lost meaning.
Unlimited shots led to unlimited forgetting, while limitations gave us value.

How to Get It Back

You don’t need to abandon digital. Instead, adopt the film mindset.

By slowing down and paying attention, you’ll remember your photos — and the moments — again.

So What has Fujifilm to Do with This?

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