Fujifilm Announced Further Price Increases Coming August 30

On August 1st Fujifilm did increase prices on plenty of X and GFX gear.

We already warned you that further prices increases are planed, but at the time of that article we knew only about instax gear price increases.

Well, Fujifilm has now issued a statement (read below) to several news outlets such as PetaPixel and DRPeview.

The global marketplace continues to present business challenges, driven by the volatile market conditions facing manufacturers, retailers, and consumers alike. With these changes and the instability of the marketplace, we have made the business decision to further adjust prices to accommodate for these global changes. As we navigate the current market situation, Fujifilm is doing all we can to work with our retailers and consumers to weather this storm together. We appreciate your continued support.

Last time the price increases ranged between 8 to 15%, with only one item seeing a hefty 43% price increase.

Last time the Fujifilm X-E5 and Fujifilm X half were not affected by price increases, and it seems that also this time the X-E5 and X half won’t get any price hike.

How much could the price increase be this time?

Well, given that the Fujifilm X-E5 costs $1,699 and the its DSLR styled clone, the Fujifilm X-T50, costs $1,599, it could well be that the X-T50 gets a further $100 price jump, hence a further 6% price increase. But that’s a speculation of mine.

I guess US residents now have less than two weeks left to purchase their gear at current price and avoid even worst surprises.

List of August 1st Price Increases
(more price increase to follow August 30)

X Series Camera Bodies

GFX Series Camera Bodies

X Series Lenses

GF Lenses

Accessories

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Fujifilm X and GFX Sales Surge in Q1/2025 — Now Close to “Goldmine” Instax Revenue

The latest Fujifilm financial results are out (Q1/2025 – April to June 2025).

Interestingly, Fujifilm makes an estimate of the impact of U.S. tariffs for each segment, except for the imaging division

  • health care = – 4.0 billion yen
  • electronics = – 1.0 billion yen
  • business innovation = – 1.0 billion yen
  • imaging = no information

A positive mention (strong sales) goes to the Fujifilm X100VI, Fujifilm X-T50, Fujifilm GFX100SII and Fujifilm X-M5 and as far as Fujifilm GFX100RF and X half goes, they just say they “contributed” to the results. In the Instax world sales were strong for instax WIDE 400 and instax WIDE Evo.

Also interesting: professional imaging (mainly X and GFX) is growing much stronger than consumer imaging (mainly Instax).

In the latest report, consumer imaging sales (mainly Instax) reached ¥77.3 billion, while professional imaging sales (mainly X and GFX) brought in ¥68 billion.

It’s quite astonishing that X/GFX sales are now making Fujifilm almost as much money as Instax sales, which the Fujifilm CEO called their new goldmine. I guess that’s a promising trend for our beloved X/GFX series.

In short:

  • Strong demand for instant photo systems and digital cameras drove revenue by 11.2% year-over-year to JPY145.3 billion and operating income surged by 28.4% year-over-year to JPY41.8 billion.
  • In the Consumer Imaging business, consistent demand for instax™ instant photo systems contributed to higher revenue.
  • In the Professional Imaging business, revenue growth was supported by the strong performance of the X Series and GFX Series cameras.

Fujifilm’s imaging forecast remains the same as the one issued in May 2025, with no updates in the latest report.

Fujifilm Announces Financial Results for the First Quarter Ended June 30, 2025

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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

How to Avoid Dubious AI Fujifilm Camera Guides – and Some Great Fujifilm Books You Can Trust

Dubious Guides are Spreading

We’ve already exposed how completely fake, AI-generated Fujifilm rumors are spreading like wildfire on YouTube.

Fake rumors aren’t new (just now there are many more thanks to AI) —but what is new is the rise of entire ebooks written by AI, in our case Fujifilm camera guidebooks.

Some have unfortunately purchased AI-generated guides, and little it helps them if later on they leave 1 star reviews, as the damage is done and their money is gone already.

Now that these fake guides are starting to appear in the Fujifilm space too, I want to make sure you don’t fall into the trap. So let’s take a look at how to spot the fakes—and how to find real, trustworthy Fujifilm books that are actually worth your time.

To start, let’s examine one of the most recent examples: the AI-generated “guides” for the Fujifilm X-E5.

  • Fujifilm X-E5 Master Guide
    The book was published on June 18, just six days after the announcement of the X-E5. It spans hundreds of pages, produced in only a few days. The cover features a fake image of the X-E5, with the typical AI-generated flaws—like distorted lettering on the lens. So either the author has put all the effort into writing a genuine X-E5 guide by himself, but then went lazy with the cover and used an AI generated image, or the entire book is just AI generated
  • Fujifilm X-E5 User Guide
    The author claims to have used the X-E5 on assignment, yet the book’s cover features a fake, AI-generated Fujifilm camera image. Same as before: either he tells the truth and used the X-E5 and wrote the guide and only the image is AI generated, or the whole book is AI-generated

Sometimes though, it’s not as easy. For example, the cover image might show the real camera and it all looks legit at a first glance. Example:

The cover features a real X-T50, and even the reading sample—though likely AI-generated—might look convincing at first to somebody who is not very familiar with Fujifilm cameras yet.

But here’s the trick: always check the author’s background. In this case, you’ll see that Pearson C. Brooks has published dozens of “guides” in just a few days, covering all sorts of gear and topics. Unless he’s writing a book a day, it’s not unsafe to assume the content might be AI-generated. Also, by checking his other books, we can see he wrote a Leica M11 guide using a Fujifilm GFX100RF as cover image, which does not really speak for quality content curation.

There are countless examples like this out there, so please be cautious. When in doubt, do not buy.

Stick with trusted authors—those who have a proven track record, real hands-on experience with the gear, and a genuine connection to the photography community. Your time (and money) deserves better than AI fluff.

The Truly Good Stuff

In this regard, I can totally recommend Rico Pfirstinger’s Fujifilm books. But there is lots of other good stuff out there, such as:

Then there are 3 free ebooks published by Fujifilm (requires to join Fujifilm newsletter).

  • How to make better travel photos – see here
  • Picture Perfect Portraits –  see here
  • Six Speedlite Techniques to Create better Photos – see here

If you have any Fujifilm related ebook to recommend, feel free to drop it in the comments down below.

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

List of Fujifilm Price Hikes Revealed – Nearly All X/GFX Gear Affected, But X-E5 Might Be Safe

We told you that Fujifilm will soon increase prices.

We have now additional details (not yet official, so take it as a rumor).

Price increase should start August 1st (same day when the new tariff-wave comes to effect).

Good news: the Fujifilm X-E5 seems to be safe from any price increase (despite our reader getting a notice about the X-E5 price increase). According to first info shared to us by FR-reader readers, this is because the note from Fujifilm came before the trade deal with Japan (thanks).

Bad News: the list might not be complete yet, though, because there are for example only 9 GF lenses on the list, but I suspect all 20 of them will get a price increase of about 10%. So let’s hope the X-E5 is so far not on the list, because no increase is planed.

Please keep in mind that everything below is still a rumor until Fujifilm makes an official announcement. That said, I wouldn’t share this if I weren’t confident that the price increases are indeed coming on August 1.

Hopefully, this gives some of you the chance to save a few bucks by buying your gear before the deadline.

With that said, here are the new prices starting August 1st (roughly about 10% price increase – some more, some less):

X Series Camera Bodies

GFX Series Camera Bodies

X Series Lenses

GF Lenses

NOTE: all GF lenses will likely get a price increase. I just don’t have the details, so I won’t share them below. But if you are interested in other GF lenses, grab them now too, as price will very likely go up also for those.

Accessories

REPORT: Fujifilm Price Increase Coming Soon (also on X-E5): Order Now to Lock the Price! – UPDATED

UPDATE: here is the list of price increases – X-E5 might be safe

FR-reader Alejandro has received the message you can see above from the Moment customer service:

Fujifilm just let us know they’ll be increasing the prices of some of their products soon, so l’m reaching out to assure you your order will be unaffected by the increase. Since you placed this order with us before the increase was announced, we’re be honoring your purchase price and eating the cost of the increase

I guess this was to expect. In fact, we’ve already seen hints of this: the X half launched at $850 instead of the planned $700, and the Fujifilm X-E5 is priced like the X-T5 in the U.S., unlike elsewhere where it is priced like the X-T50.

Older gear stayed stable thanks to pre-tariff stock, but that’s running out. Now, with higher import costs kicking in, Fujifilm appears to be officially adjusting prices.

But here is the thing:

When I asked Alejandro for which gear he got this notice, he told me:

this is for the silver X-E5 with kit lens

Now, we told you a few weeks ago that price adjustments on Fujifilm X-E5 can’t be ruled, since it’s now subject to a higher tariff rate than when it first launched.

Maybe that’s also why Amazon US de-listed the X-E5 from their website. They could be waiting for the price increase to become official and then list it again with the new price.

Anyway, if Alejandro’s report to FujiRumors is accurate, then we could be just days away from a price increase.

Also at risk of price increase might be all that gear announced before the tariffs and that is now running low on stock at the US warehouses, so we are talking of Fujifilm GFX100RF, Fujifilm X-T50, X-M5, X-T5, X-H2, X-H2S and more.

And I guess also plenty of GF and XF lenses will get a price increase.

To be clear: there is no official Fujifilm statement as of yet. It’s just an information that has been passed from a store to a FR-reader, who then passed it to me.

However, at this point my advice is: if you’re planning to buy and Fujifilm gear, (pre)order it now to give yourself the best chance of avoiding the potential imminent price hike.

If I get any updates I will let you know.