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Best Selling Gear 2023: Third Party AF Lenses Threaten Fujinon Supremacy, Ultra Compact MF Lens, GFX100II Beats X-H2/S and More

click image to see best selling lens of 2023
click image to see best selling lens of 2023

Best Sellers 2023

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It’s time to look back at what sold most among the FujiRumors community in 2023. And if you are interested, you can give a look at what sold best in the previous years.

The data is based on affiliate sales made via Amazon and BHphoto.

Of course this is not representative for the worldwide Fujifilm market. For example, on FujiRumors the Fujifilm GFX100 II outsold the X-S20, whereas on the overall market it’s more likely the opposite. That’s because FujiRumors readers, while appreciating mid-range gear, are mainly interested in higher end gear.


  1. X-T5 X-Pert Tips & Tricks Book: Save 40% using code “FUJIRUMORS40”


  1. Smallrig NP-W235 Battery (I own this battery too)
  2. Fujifilm NP-W235 original battery
  3. Huipuxiang X-T5 Screen Protector
  4. SanDisk 128GB Extreme PRO CFexpress Card Type B
  5. SanDisk 256GB Extreme PRO SDXC UHS-I

Down below my top accessory recommendations:


  1. Fujifilm X-T5 – 35,5%*
  2. Fujifilm GFX100 II – 14,6%*
  3. Fujifilm X-H2 – 13,5%*
  4. Fujifilm X-H2S – 12,7%*
  5. Fujifilm X-S20 – 10,4%*
  6. Fujifilm X100V – 4,2%*
  7. Fujifilm X-T30 II – 4,2%*
  8. Fujifilm GFX100S – 3,5%*
  9. all other X/GFX cameras – 1.4%*
    * of total camera affiliate sales

The undisputed king is and remains the Fujifilm X-T5, just like back in 2022.

The Fujifilm GFX100II sold well here on FujiRumors, although it did not reach the spectacular sale numbers of the Fujifilm GFX100S when it was launched.

Sadly the Fujifilm X100V was basically impossible to find (or just ridiculously overpriced), otherwise it would have been able to endanger the X-T5 leadership.


  1. Fujinon XF 33mm f/1.4 R LM WR
  2. Viltrox AF 75mm f/1.2 Pro
  3. Fujinon XF 23mm f/1.4 R LM WR
  4. Sigma 18-50mm f/2.8 DC DN
  5. Fujinon XF 18mm f/1.4 R LM WR
  6. Fujinon XF 56mm f/1.2 R WR
  7. Viltrox AF 27mm f/1.2 Pro
  8. Fujinon GF 55mm f/1.7 R WR
  9. Fujinon XF 8mm f/3.5 R WR
  10. Sigma 56mm f/1.4 DC DN

While the top spot still goes to a Fujinon lens, it is just beautiful to see so many third party options not only joining the X mount, but also being very successful. Fujinon XF lenses still overall win the battle against third party AF lenses, but third party AF lenses are in strong ascent.

The only GF lens that was able to make it into the top 10 ranking was the beautiful Fujinon GF55mm f/1.7.


  1. 7artisans 18mm f/6.3 Mark II UFO Lens
  2. Voigtländer Nokton 23mm f/1.2 X

I’d have bet my money on the Nokton 23mm f/1.2 X, but nope, it was this ultra compact MF lens.

And 2024

Certainly a hot candidate to win the 2024 camera ranking is the Fujifilm X100V successor. It’s always been a best seller along with the X-T* line. But let’s hope it will get some tough competition from other cameras (there are quite some coming in the first months of 2024 already).

As far as lenses goes, let’s see if one of the many third party AF lenses coming in 2024 (full list in this article) will be able to dethrone a Fujinon lens from the top spot (typically the newer Fujinon f/1.4-f/1.2 series of lenses take the top spots).

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