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:

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.

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

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 **

First Used Fujifilm X Half Cameras Available, Fujifilm X100F and More Used Fujifilm Gear

The first used Fujifilm X half cameras are now listed at BHphoto.

There is also a used Fujifilm X100F available as well as the Fujifilm X100V (but the V is overpriced)

But there is a lot more Fujifilm gear listed used at BHphoto. For example:

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 Confirms X-Pro is on Roadmap, Immersive X-E5 Experience, Film Simulation Dial Success, Firmware Updates and More

Yuji Igarashi, General Manager of Professional Imaging Group, gave an interview to Petapixel. In short:

  • with Fujifilm X-E5, Fujifilm wanted to create a camera with which users can truly enjoy the immersive experience of making a photo
  • recently there is resurgence of interest in photography especially among younger generations
  • camera design is never complete, since Fujifilm tries to make improvements in every generation for every model
  • features often carry over from models aimed at the same users
  • X-E5 has single piece aluminum top plate of GFX100RF and the film simulation dial was added—like on the X-T50 and X-M5—but more subtly, to preserve the X-E series’ clean design
  • the film sim dial proved successful on other models, so Fujifilm brought it to the X-E5 for enthusiasts to enjoy
  • Fujifilm added the command dial for better handling, responding to X-E4 user feedback
  • user feedback also led to a better grip and upgraded body finish
  • Rangefinder-style cameras appeal to those who value a discreet, immersive, and deliberate shooting experience. That’s why Fujifilm believes the X-E5 lets photographers truly enjoy the process of image-making
  • Fujifilm constantly assess which features work well to consider them for other models
  • higher resolution enhances creative options through cropping and gets the most out of X Series lenses
  • XF23mmF2.8 is the result of a public survey that Fujifilm launched
  • it made sense to announce the XF23mmF2.8 along with the X-E5
  • X-Pro remains on the roadmap (admin note: but not for 2025)
  • a dedicated camera makes you more deliberate. It shifts you from reacting to actively seeking moments—that’s what makes photography so fun and rewarding
  • technology evolves daily, so new devices drive big leaps. But firmware improvements and algorithm updates also matter, and Fujifilm will keep enhancing both current and future cameras

Pre-Orders

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

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

BREAKING: First Leaked Image of the Fujifilm X-E5 — The Most Beautiful X-E Camera Ever Made!

Maybe you are having a barbecue with friends.

Maybe you’re out on a road trip, music on, windows down.

Or maybe you’re just enjoying a quiet Sunday, far from work and deadlines.

Whatever (hopefully pleasant) activity you’re up to, I hope you’ll forgive me for briefly interrupting, because I’ve got something exciting to share: the first leaked image of the Fujifilm X-E5.

You can see it in all its beauty above. And for a larger more detailed view, check out the image below.

We notice:

  • the return of the MCS switch (like on the X100VI)—missing on the X-E4, and I’m glad to see it back
  • a viewfinder selector similar to the one on the X100VI, likely functioning like the one on the GFX100RF
  • a bit of a grip, unlike the flat front of the X-E4
  • back to the more traditional strap eyelets, instead of the rectangular and bigger ones on the X-E4.
  • a small wheel on the left side, maybe the diopter adjustment dial
  • no “X-E5” logo on the front left—replaced by a square AF assist lamp. Honestly, that’s a design decision I welcome
  • clearly the sexiest X-E camera ever made
  • and while you can’t see it in the image… trust me, this thing’s going to sell like hot cakes!

Make sure to stay tuned on FujiRumors on June 12 at 5AM New York time for the announcement.

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