Deal Wars: Amazon, B&H, and Adorama Battle It Out with 4-Day Mega Sales

Competition is a beautiful thing — and today we see another great example of it.

Amazon has just kicked off its massive 4-day Prime event, but B&H Photo [here] and Adorama [here] aren’t letting Amazon steal the spotlight. They’ve launched their own huge 4-day sales to go head-to-head with the retail giant.

Some of the deals are exclusive to B&H and Adorama, while others match Amazon’s Prime pricing — like the Viltrox X mount lens deals currently available at B&H and also at Amazon here.

Here are the dedicated pages:

Of course, Amazon goes far beyond electronics.

Anyway, it might be worth taking a closer look — some of these deals are really solid. I’ve highlighted a few of the most interesting ones for you below.

Amazon Prime Pages

Fujifilm Batteries and Chargers

X Mount Lens Deals – USA (but similar Deals should be available also in EUROPE)

Storage Media

APPLE and Other Mixed Deals

Accessories

General Lens Deal Pages

SMALLRIG – save up to 50% on hundreds of SmallRig products

SmallRig for Fujifilm

SmallRig Lights and Tripods

EUROPE DEALS

Amazon Germany direct links to deals:

Amazon UK:

Amazon France:

Amazon Italy:

Amazon Spain:

Tariff Trouble Ahead? Why the Fujifilm X-E5 Could Be Most at Risk – and What You Can Do Now

New Troubles for Fujifilm X-E5

A few weeks ago we wrote an article in which we go through all the struggles the X-E line had to deal with.

Well, the challenges for the X-E line might as well continue with the Fujifilm X-E5.

And in today article I will try to give an answer to the questions some FR-readers made me about how the new tariffs could impact the Fujifilm X-E5 pre-orders.

The news is this: the U.S. set to increase tariffs on Japanese-made products from 10% to 25% starting August 1st. And I would not be surprised if the Fujifilm X-E5 could become one of the first victims of the new policy.

  • Disclaimer 1: This is a well-reasoned assumption on my part, but not a confirmed rumor or official information—so please treat it as speculation
  • Disclaimer 2: My assumption is based on the very likely scenario that, just like the X100VI, X-T5, X-T50, and X-M5, the X-E5 units bound for the U.S. market will also be manufactured in Japan to avoid the even riskier China tariff policy of the US (which at some point even reached 145%)

So, if Disclaimer 2 turns out to be correct—that is, if the Fujifilm X-E5 units for the U.S. market are indeed made in Japan (as is the case with the X100VI, X-T5, X-T50, and X-M5)—then it’s safe to assume that the X-E5’s launch price was likely calculated based on the current 10% tariff.

And that could be a problem.

Because the Fujifilm X-E5 is officially scheduled to ship on August 28. This means the units destined for the U.S. will likely arrive sometime in mid-August, well after the new 25% tariff goes into effect.

Any shipments arriving after August 1st (pretty much every X-E5 unit) would likely incur the new 25% tariff.

This puts the X-E5 in a particularly vulnerable position—probably priced under one tariff regime (10%) but potentially delivered under another (25%).

So, unlike existing made in Japan gear (X-T5 & Co) already in Fujifilm’s U.S. warehouses (or arriving there before August 1st), the Fujifilm X-E5 could be among the first products affected by the higher rate, putting upward pressure on prices.

Whether Fujifilm will absorb the extra cost or pass it on to customers remains unclear—but the risk of a price increase is real, and growing.

🔒 The Smart Move: Pre-Order the X-E5 Now to Lock in the Price 🔒

Given what we have discussed, it’s hard to ignore the risk of a post-launch price increase for the X-E5.

That’s why, if you’re seriously considering the Fujifilm X-E5, the best move right now mighe be to pre-order it as soon as possible.

By placing your order today, you’re not just reserving your camera—you’re also locking in the current price, which was very likely calculated under the existing 10% tariff structure.

So if the X-E5 is on your wishlist, don’t wait until August to make your move. Pre-ordering now might be the most cost-effective decision you can make.

And keep in mind: you’ll still have plenty of time to decide whether to keep your pre-order, since the camera isn’t shipping until August 28. Pre-ordering now costs you nothing, but it locks in the current price and protects you in case prices go up later. And in the unfortunate scenario that it goes up, also the price for second hand units will go up.

Amazon Prime Deals Launched: Save Big on Viltrox Lenses, Storage Media, Drones, Apple Products and More

Amazon Prime Pages

NP-W235 Batteries and Chargers

X Mount Lens Deals – USA (but similar Deals should be available also in EUROPE)

Storage Media

APPLE and Other Mixed Deals

Accessories

General Lens Deal Pages

SMALLRIG – save up to 50% on hundreds of SmallRig products

SmallRig for Fujifilm

SmallRig Lights and Tripods

EUROPE DEALS

Amazon Germany direct links to deals:

Amazon UK:

Amazon France:

Amazon Italy:

Amazon Spain:

 

Amazon Europea Prime Deals are Now Live – Save Big on Third Party X mount Lenses, Apple Gear and More

The Amazon Prime deals just started in Europe with lots of deals on storage media, third party X mount lenses and much more.

Beyond electronics, there are deals on all possible things. For example, I got myself this at Prime price.

Below you find the dedicated deal pages as well as links to dedicated brand deal sections.

EUROPE

NORTH AMERICA

SMALLRIG – save up to 50% on hundreds of SmallRig products – Detailed List Below

Amazon Germany direct links to deals:

Amazon UK:

Amazon France:

Amazon Italy:

Amazon Spain:

SMALLRIG – save up to 50% on hundreds of SmallRig products

SmallRig for Fujifilm

SmallRig Lights

SmallRig Tripods

25% Tariffs on Japanese Goods Starting August 1 – Fujifilm Prices at Risk?

The U.S. administration has announced that, starting August 1st, tariffs on products made in Japan will increase from 10% to 25% (and even higher if Japan retaliates with its own tariffs).

As you may know, Fujifilm has worked hard to keep prices stable, going so far as to move the production of several camera lines from China to Japan to avoid even higher tariffs.

That strategy has helped so far. But with the new 25% tariffs taking effect in August, it may become increasingly difficult for Fujifilm to avoid raising prices. I genuinely hope they’ll find a way, but the situation is looking more challenging than ever.

Of course, the decision is yours. But if I lived in the U.S. and was planning to buy Fujifilm gear, I’d seriously consider doing it in the near future to avoid potential price increases.

How soon could we see a price increase?

Personally, I don’t think it will happen immediately on August 1st, as some are predicting. I believe Fujifilm will do everything they can to delay it—likely by stocking up U.S. warehouses with as much gear as possible before the tariffs kick in. But once that inventory runs low and new shipments subject to the higher tariffs start arriving, that’s when a price hike becomes much more likely.

Related Articles

Fujifilm US Products – Dedicated Pages

Fujifilm Products now Made in Japan for US market:

Don’t Hope for Fujifilm X-Pro4 in 2025 :: GFX Eterna in September and More – Mid-2025 Rumor Check

So far in 2025, we’ve had two X Summits, three brand new Fujifilm camera announcements, two X-mount lenses, and even a couple of new Instax cameras.

That’s quite a gear-packed year already!

And with all that gear also came plenty of rumors.

So let’s take a moment to look back and see how accurate we’ve been so far in 2025 thanks to our sources:

  • 59 rumors shared so far in 2025
  • 1 rumor still to be verified
  • 56 correct rumors out of 57 verifiable rumors
  • 1 wrong rumor
  • 1 rumor not in ranking
  • 98.25% correct rumors

What’s left in terms of rumors for 2025?

Well, not much actually. Which is why below I insert also rumors shared back in 2024 that still have to be verified, such as this X-Pro4 release info rumor and Fujifilm TX-3 rumors. All ranked by reliability.

Rumor Overview with Rating

HIGH RATING*
* 75% to 99% correct

  1. GFX Eterna full announcement in September (shared June 4)
  2. X-Pro3 successor not coming in 2025 (shared December 16, 2024)

MEDIUM HIGH RATING*
*50% to 74% correct

  1. Fujifilm Panoramic Digital Camera currently discussed by Fujifilm (not final decision yet) for release in 2028 (shared May 6, 2024)
    NOTE: I know that this is highly trusted, so they are discussing it. I just don’t rank it higher because this would otherwise give the impression that FujiRumors said this camera will come for sure. And in any case it is still 4 years away, so plans can change.
  2. Fujifilm TX-3 Digital Panoramic Camera: Fujifilm Debating Between Bayer or X-Trans Sensor (shared September 2, 2024)
  3. Next X-Pro coming with improved hybrid viewfinder (shared September 3, 2024)

MEDIUM LOW RATING*
*25% to 49% correct

  1. nothing

LOW RATING*
*1% to 24% correct

  1. nothing. I mean, it could be the longest list considering the number of fakes I got also in 2025. But we don’t like to bother our readers with fake stuff like others do.

THE MID-2025 CHECK

** CLICK HERE to Read the Rest of the Article **

Fujifilm X-E5 Fever Dominates June and X-Pro4 Confirmed on Roadmap – Here Are the Top 10 June Articles You Loved Most

Here are the top 10 articles for June.

  1. First Leaked Image of the Fujifilm X-E5 — The Most Beautiful X-E Camera Ever Made!
  2. Fujifilm X-E5 Full Specs and Price
  3. Fujifilm X-E5 and XF23/2.8 Official Teaser: “An Essential X Series Rangefinder-Style Camera is Coming”
  4. Hell Yes, I’m Pre-Ordering the Fujifilm X-E5 — Here’s Why! Will You Join Me? And in Which Color?
  5. Fujifilm XF 23mm F2.8 Pancake Lens Coming June 12
  6. Fujifilm X-E5 Coming with Film Simulation Dial
  7. First Fujifilm X-E5 Product Images
  8. Made-in-Japan Fujifilm X100VI, X-T5, X-T50, and X-M5 Now Available to Order at B&H Photo
  9. Final Fujifilm X-E5 Teaser Shows New Film Simulation Dial and XF23mmF2.8 R WR
  10. Fujifilm Confirms X-Pro is on Roadmap

Runner Up:

X-E5 Pre-Order Reports

Don’t Miss

Preorders

Fujifilm X100VI In Stock All Over Europe – But Why the Sudden Stock Surge?

The Fujifilm X100VI is now in stock pretty much everywhere in Europe such as Amazon DE, Calumet, Wex UK and more (see full list below).

So how did the X100VI suddenly become so widely available in Europe while remaining scarce in the United States?

Well, I have no insight info about it, but here is my guess:

As we previously reported, the introduction of new tariffs in the U.S. prompted Fujifilm to shift production of the X100VI for the American market from China to Japan.

It’s quite possible that Fujifilm has reallocated a significant portion of “made in China” X100VI stock—originally intended for the U.S.—to markets that aren’t affected by these tariffs, like Europe. That would explain the sudden abundance of units across the continent.

Sadly for fellow US residents, this transition (from made in China to made in Japan) inevitably causes delays. In fact, the X100VI remains hard to find in the U.S., with B&H Photo no longer accepting pre-orders and Adorama pushing expected ship dates from August to September.

In Stock Check

Fujifilm X-T5 (Made in Japan) Now in Stock at B&H — How to Spot It vs the Still-Available China Version

We told you a few weeks ago that Fujifilm has shifted production of these four camera models from China to Japan.

And after the X100VI a few days ago, we now have also the Fujifilm X-T5 made in Japan in stock at BHphoto, in both silver color and black color.

And while the made in China X100VI is discontinued at BHphoto, you can still find the made in China X-T5 in stock at BHphoto.

So how do you make sure you’re getting the made in Japan version (if that’s important to you)?

Here’s how — and this also answers questions some FR readers have asked here.

When visiting the product page at B&H, look at the URL in your browser’s address bar. The made in Japan version will have “japan” at the end:

This applies to the made in Japan versions of the X100VI made in Japan, the X-T50 made in Japan and the X-M5 made in Japan.

If you’re on a mobile device and can’t easily see the full URL, just check the product code. The made in Japan versions will end with JP. For example:

Again, this “JP” suffix applies to the other models, too.

And just to be clear: JP doesn’t stand for “Just Perfect” — though it might as well ;) — it stands for Japan.

So, if made in Japan matters to you, now you know exactly how to identify and grab the right version — while both Japan and China variants are still available in the US.

Fujifilm X100VI Made in Japan Ships at Record Speed in the USA… and Instantly Sells Out

Just 12 days ago, we reported that B&H Photo had marked the Fujifilm X100VI as discontinued.

At the same time, a new listing for a “Made in Japan” Fujifilm X100VI appeared alongside the Made in China version.

B&H Photo claimed it would ship in 7–14 days, a timeline that seemed highly unlikely.

Well, it turns out our skepticism was misplaced.

Several FR-readers have now emailed me screenshots confirming that the Made in Japan X100VI is indeed shipping, just 12 days after being listed (you can see one of the screenshot above).

The bad news: it appears that all available stock sold out the same day we published our article. As of now, the “Made in Japan” X100VI listing at B&H Photo shows a “request assistance” status.

Interestingly they say all this made in Japan gear will be available in 7-14 days (X100VI included).