Some Fujifilm Gear Still for Sale at Old (and Lower) Price at Amazon USA – from Fujifilm X-T5, XF16-55mmF2.8II and More

The Fujifilm price increase came into effect today, but I just wanted to let you know that, in case you missed the deadline, some gear is still for sale at the old price at Amazon.

For example, the Fujinon XF16-55mmF2.8 II is for sale at lower price shippend and sold by Amazon. At other stores it costs $150 more now.

Same goes for the XF150-600mmF5.6-8 sold by Amazon at the lower old price as well as the XF33mmF1.4 sold by Amazon.

But there is probably even more gear still available at the old price, so make sure to check out the items you are eventually interested in.

Other gear is sold for old price at Amazon sold by third parties, as it’s the case with the XF70-300mm, sold at Amazon via official Fujifilm retailer True Modern Electronics.

You can also find the Fujifilm X-T5 at old price at Amazon via Dodd Camera, which is also an official Fujfiilm retailer.

You can check out the list of official Fujifilm retailers here.

I guess it’s just a matter of time until those stores will align with the new prices.

Full List of New Prices

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It Happened: Fujifilm Price Increase Effective Today – New Prices Up 8-15% (One Item Up 43%)

We told you that Fujifilm will increase prices on August 1st, and so it happened.

Now that the new prices are official, I will list them all below and I will also add by how much (USD and %) the price increased (because some of you asked me that in the comments).

The price increases are between 8 to 15%, with only one item seeing a hefty 43% price increase. The 43% price increase is already visible at Adorama here, but other stores like BHphoto here and Amazon here still show the old price for now (I guess that will change soon).

I hope some of you have saved some bucks thanks to FujiRumors warning you ahead of the imminent price increase.

X Series Camera Bodies

GFX Series Camera Bodies

X Series Lenses

GF Lenses

Accessories

Last-Second Fujifilm Best Sellers – Before Prices Go Up in 2 Days (in USA)

A few days ago, we informed you that Fujifilm will raise prices on almost all X and GFX gear, and we also shared the full list of upcoming prices here.

I’ve now checked on what’s been selling best through FujiRumors affiliate links—and here’s the current top-selling gear, just two days before the price hike takes effect.

If there’s anything you’ve been thinking about getting, now’s the time to grab it at the current lower price.

NOTE: All the price increases listed below apply – obviously – only to the U.S. market. That’s why I’m sharing prices in U.S. dollars only—not in euros, yen, or any other currency. Will other regions see increases too? I don’t know. I have no info so far. My guess (not rumor) is that so far price increases are planed only for USA.

  1. Fujifilm X-T5
    BHphoto / Amazon / Adorama / Moment / BestBuy / Paul’s Photo
  2. XF70-300mmF4-5.6 R LM OIS WR
    BHphoto / AmazonUS / Adorama / Focuscamera / Moment / Paul’s Photo
  3. NP-W235
    BHphoto / Amazon / Adorama / Moment
  4. XF18mmF1.4 R LM WR
    BHphoto / AmazonUS / Adorama / Focuscamera / Paul’s Photo
  5. X-S20 body
    BHphoto / Amazon / Adorama / Moment / BestBuy / Paul’s Photo
  6. XF16-55mmF2.8 R LM WR II
    BHphoto / AmazonUS / Adorama / Moment / Nuzira / Paul’s Photo
  7. NP-W126S
    BHphoto / Amazon / Adorama / Moment

Of course the list is heavily influenced by the disastuous stock situation with Fujifilm gear – availability is tight, and many people are simply snapping up whatever they can still find in stock. For example, I bet that if the X100VI would be available anywhere, it would be on top of the list.

If you can’t find what you’re looking for at the usual retailers like BHphoto or Adorama, be sure to check Amazon as well. Several official Fujifilm dealers also sell through Amazon and may still have stock available.

X Cameras – New Price Starting August 1

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Updated Price Increase List for Fujifilm Gear Starting August 1

We have now received an updated list of the Fujifilm price increases starting August 1st, which includes the new price for the 11 GF lenses missing in our previous report and also these accessories are added to the list.

NOTE: some stores say they won’t honor the old price for all gear ordered today but shipping after August 1st (we reported here). We don’t have statements of BHphoto & Co in this regard. In any case, it’s best to order now and get it shipped tomorrow, or at least hope your store will honor the current price. If you don’t find it in stock at BHphoto & Co, check out Amazon where many official Fujifilm retailers also sell their gear. You might have better luck there.

LIST OF PRICE INCREASES

X Cameras – New Price Starting August 1

GFX cameras – New Price Starting August 1

X Lenses – New Price Starting August 1

GF Lenses – New Price Starting August 1

Accessories – New Price Starting August 1

Fujifilm Price Increase Confirmed – Unshipped Orders at Old Prices Could Be Canceled August 1st

We previously reported that Fujifilm will raise prices on August 1. Now we have the first confirmation: the U.S. store Capture Integration writes:

Fujifilm will increase all products on August 1st. Importantly, all pre-existing orders will be canceled at the older prices. NO CURRENT orders will be honored at pre-tariff pricing. Price increases range from 7-11%. Most notably…”

FujiFilm GFX100 II up 11%
FujiFilm GFX1000 RF up 10%
FujiFilm GFX100S II up 8%
GF Lenses all up 7-9%

Not mentioned is X series gear, which will go up too.

IMPORTANT NOTE: We don’t yet know if this policy applies only to Capture Integration, or if other retailers like B&H Photo will also refuse to honor current prices for gear ordered now but shipping after August 1.

RECOMMENDATION: See it in stock? Buy it now. If not, order anyway and hope the store honors current pricing. Worst case? They cancel your order.

DON’T LOSE HOPE: If you can’t find gear in stock at B&H or similar stores, check Amazon—many official Fujifilm retailers also sell through Amazon, so you might find items there that are out of stock elsewhere. To see which stores are authorized Fujifilm dealers, check the official Fujifilm USA list here.

LIST OF PRICE INCREASES

X Cameras – New Price Starting August 1

GFX cameras – New Price Starting August 1

X Lenses – New Price Starting August 1

GF Lenses – New Price Starting August 1

We have the new price for 9 GF lenses. The other 11 lenses will get also a price increase according to Capture Integration.

Accessories – New Price Starting August 1

via captureintegration

The Curse of the X‑E Line: Can the Fujifilm X‑E5 Break the Spell?

Fujifilm X-E – The Cursed Line

There was a time, when Fujifilm was only offering rangefinder X series cameras.

Well, that’s if you don’t consider this camera here, which I guess we’ll never know why Fujifilm called it an X series camera.

But anyway, rangefinder was Fujifilm’s quiet re-entry in the mid-higher end digital camera market (their previous attempt was this one).

And silently, on tiptoes, Fujifilm carved out its very small niche of truly passionate photographers.

The X-E1 is Born

The Fujifilm X-E1 was definitely one of the best expressions of this understated approach into the mirrorless camera market: no thunders, no specs brags, just beauty and joy encapsulated in a wonderful camera body.

But the Fujifilm X-E1 would become the last X-E camera with a relatively quiet and tranquil life.

Because Fujifilm’s priorities started to shift, their ambitions to grow, and the X-E line started to be on the edge of survival.

X-E2 – The Struggles Begin

Let’s begin our tale of struggles with the Fujifilm X-E2, which btw I owned and destroyed when I had to jump into the Mekong river to avoid getting smashed by the Li Phi waterfalls.

Fujifilm had the brilliant idea to launch the Fujifilm X-E2 just 3 months before they announced the Fujifilm X-T1, which came in the more popular SLR styled package and offered superior specs like weather sealing, UHS-II card slot and the largest EVF on any mirrorless camera.

The X-T1 was Fujifilm’s statement to the photography world: we want to go more mainstream now! And as a consequence it stole the show (and sales) to the X-E2.

The Fujifilm X-E2 was followed by the Fujifilm X-E2S, which is basically an X-E2 with an auto button. So we can ignore that one.

The X-E3 Problem

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Debunked: Fujifilm Will NOT Announce Two Cameras on June 12 – Only Fujifilm X-E5 Coming in the Next Weeks

The… Rumor… (Sort of..)

So we know, Fujifilm has currently registered three unreleased cameras:

  • FF250001 – Fujifilm X-E5 (maybe not? important note at the bottom)
    Multi-frequency Wireless
  • FF250002 – Fujifilm GFX Eterna
    Multi-frequency Wireless
  • FF250003 – unknown
    Single Frequency Wireless

Recently, the Chinese weibo account E8M claimed he received information that two new Fujifilm cameras will be announced within the next three weeks – see here.

Well, to my knowledge that’s not correct.

From what I know, only one X/GFX camera will be announced in that timeframe: the Fujifilm X-E5.

E8M also reported that both FF250003 and FF250001 have appeared in the Bluetooth certification database – see here -, and that this implies both cameras are launching soon.

But again — to my knowledge — that’s not the case.

I have huge respect for E8M, because he is the best in spotting camera registrations that are made public on the internet for everyone and this is why I follow him with great dedication.

However, when it comes to rumors, I’d take them with a grain of salt.

As a reference in regards to E8M rumors, check out this list of rumors here and the rumors about the new X-Trans V sensor.

So, I invite everyone to follow E8M since he is fantastic, but take his “rumors” with a grain of salt.

But of course take also my rumors with a grain of salt. It’s all just rumors and I can be wrong too. With that said… just trust me ;).

An Instax?

Bottom line: in terms of X and GFX gear, only the X-E5 will be coming in the next few weeks.

As for other gear like a new Instax camera — maybe. That’s possible. But Instax models usually don’t appear under “FF…” registrations, so that’s a different story.

The True Question – Fujifilm X-T6 and Co?

More interesting, however, is a question raised by FR-reader Mistral:

Could it be that FF250003 (with single-band Wi-Fi) is actually the Fujifilm X-E5, and FF250001 (with dual-band Wi-Fi) refers to an entirely different, possibly higher-end camera?

That’s a possibility. If that’s the case, then FF250001 might not be the Fujifilm X-E5 after all — and that could open the door again for exciting high-end cameras like the Fujifilm X-T6, Fujifilm X-Pro4, Fujifilm X-H3, or Fujifilm X-H3S to arrive later in 2025.

But as of now, my best bet is that the FF250001 is the Fujifilm X-E5.

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Fujifilm FY2024: Pro Imaging Revenue Up 21%, but Risks of $140M Loss due to U.S. Tariffs – Price Hikes and Product Strategy Change Likely

Once again Fujifilm has published very positive sales figures as far as their imaging division goes.

  • Professional Imaging: Revenue ¥50.1 billion (up 20.9% YoY)
  • Digital camera sales grew mainly in Europe, the U.S. and China
  • Robust sales of the four models launched last year — X100VI, GFX100S II, X-T50 and X-M5— boosted revenue.

However, things might go worst in 2025, with Fujifilm estimating an overall operating income loss of USD140 million. That’s a 6% loss on their overall estimated income for the fiscal year 2025.

The potential impact on the projected full-year operating income of ¥331.0 billion is estimated to be a negative USD 140 million as a baseline, with a fluctuation range of USD ±100 million, taking into account such measures as reevaluating our supply chain, further reducing costs, and restructuring our product and pricing strategies to minimize the impacts. Potential impacts from future tariff negotiations between the U.S. and other countries, as well as reduced product demand resulting from reciprocal tariff applications, are not included in this estimate due to the difficulty of making a reasonable assessment at this time.

Fujifilm is trying to respond in several ways to the new circumstances, including a “revised” product and pricing strategy. What they mean by that is I guess pretty obvious: increased pricing and delayed product launches (or no more product launches/shipments at all in USA).

For example, I’d not be surprised if the upcoming Fujifilm X Half would not be even sold in USA.

In response to the U.S. tariff policy, the Company will pay close attention to future dynamics and take swift and necessary measures — such as reviewing our supply chain, further reducing expenses, and revising our product and pricing strategies — to minimize any negative impact on the company-wide performance.

Look, Fujifilm as a company will survive this. I am not worried about them.

But I don’t know if all the smaller photography stores will be able to get through this uncertain and tough period. That’s what I worry about.

via Fujifilm here, here and here

23 Fujifilm Products Win Red Dot Design Award 2025 and This is How Much it Costs Fujifilm

23 Fujifilm products have won the Red Dot Design Award 2025.

As far as photography related gear goes, these are the winners:

This might cost Fujifilm at least 100K+ USD.

And I am not making this number up randomly.

In fact, RedDot has a public price list on how much licensing fees cost (something between 5K and 12K).

The most “basic” package is the “Winner Package Regular” which costs 4,900 Euro.

But depending on which package you purchase, you can also end up paying 12,800 Euro for a single award. Plus, you can also purchase optional extras that can cost many thousands of Euro on top of it. And then there are also the registration fees that have to be paid upfront.

So let’s assume Fujifilm went for the most basic package, they have spend 112,700 Euro (130,000 USD) to purchase the RedDot Brag Right awards.

And consider that Fujifilm is just one company. Tons of other companies pay lots of money too to “win” these awards. Now you can figure it our yourself how much money these “Award” companies make with these awards.

Press Release

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