Fujifilm Manager Sets Bold Goal: Overtake Nikon and Climb to No.3 — X-E5 Is Leading the Charge

image courtesy: phototrend
image courtesy: phototrend

French Fujifilm managers gave an interview to the French website Phototrend. Here is the summary:

Market Share

  • 12% of the market share in value of APS-C sensor hybrids
  • Including compacts like the GFX 100RF and X100VI (the best seller), Fujifilm reaches about 13–14% of the French global photo market
  • Excellent dynamic, Fujifilm is progressing in each segment
  • Fujifilm wants to become Nr.3 on the market

Since Nikon is currently the No.3 brand, Fujifilm France aims to surpass them. And, as we’ll see below, the Fujifilm X-E5 appears to be leading that charge in 2025.

Fujifilm X-E5 Sales and About Taking Risks

  • X-E5 has clearly been biggest success of the last 12 months
  • Fujifilm is offering a wide range of cameras, from X half to X-H2S, catering to different needs and budgets for young smartphone photographers seeking an upgrade
  • GFX100RF sales far beyond expectation. A great start and now sales stabilized but is curve remains healthy
  • GFX100RF has found its place between Leica Q3 or the Sony RX1R III
  • X100VI still not that easy to find, although some retailers have stock
  • X half is a bet, a new concept. For generations used to vertical format
  • Instax Pal failed in Europe. But you have to innovate and try some risks. Sometimes it will work, sometimes not
  • The GFX Eterna 55 combines this optical expertise with a cinema ambition. Fujifilm targets short movies productions with cinema quality
  • The €1500–€2500 hybrid segment is saturated, so the challenge is to either move toward more accessible models like the X-M5 or elevate the offer with tools like Eterna
  • Instax still successful, with Instax Mini 12 being the best seller. Instax Mini EVO also still selling well
  • Instax Wide EVO is also selling well
  • Instax cameras that let users preview photos before printing haven’t reduced film sales—people now print only their best shots, and they often print it multiple times to share with others

Increasing Prices

  • price has increased and except for X-M5 there is no sub-1K camera anymore
  • second hand prices are under 1K, it’s a great, sustainable and ecological alternative

Third Party Lens Bundles

  • retailers can sell XF23mmF2.8 as a kit with other Fujifilm cameras
  • the only thing Fujifilm wants to make sure of, is that retailers do not bundle third party lenses with Fujifilm cameras

The 2025 Best Seller

About My Fujifilm X-E5, Therapy Sessions, and the Art of Letting Go!

Yes guys, I own the Fujifilm X-E5.

And many have already reached out to me asking why I haven’t reviewed it yet on FujiRumors or if I ever will share a review about it.

Well, I’ll tell you below why I don’t think it makes sense to review it.

But if you want my opinion, let me share the three main problems I encountered with the X-E5.

Problem 1.

I needed half a day to convince my Fujifilm X-E3 to let go of the XF27mmF2.8 R WR — her lifelong companion.

After a complex psychotherapy session (yes, we talked it through), I gently explained that sometimes we just have to let go and move on. Sometimes growth requires change. And if she truly loved the XF27mmF2.8, she’d set it free — let it explore new resolutions, new autofocus algorithms, new X-Trans relationships that would help it grow in ways she never could if always stuck on the X-E4

Problem 2.

The Fujifilm X-E5 looks so perfect — clean lines, flawless build, an aura of quiet confidence — I was honestly terrified to scratch it. It felt like holding a piece of art instead of a camera.

But then my X-E3 gave me a therapy session. She reminded me that the marks we carry are proof of a fully life lived. She said: “you can’t protect your X-E5 from scratches without also protecting yourself from the joy of using it“.

I knew my Fujifilm X-E3 stole that line from one of the best books I’ve ever read, Extremely Loud and Incredibly Close by Jonathan Safran Foer, in which Jonathan wrote “you cannot protect yourself from sadness without protecting yourself from happiness“. But I somehow forgot about it, and it is nice that my X-E3 reminded me of that.

Problem 3.

Problem 3 required a group therapy session with a secret Fujifilm community — a place where we meet only to discuss and cry about the nonsense things Fujifilm does.

You’ll find people there who still haven’t emotionally recovered from last year’s autofocus firmware fiasco (finally fixed after months of collective suffering). Others are still clinging to hope for an X-Pro4 or X80, wondering why on earth Fujifilm poured tons of R&D into “GFX Eterna” instead. Then there are those waiting since 65 months for their pre-ordered Fujifilm X100VI and even a special support circle for those permanently traumatized by years of using the old Fujifilm Camera Remote app. We’ve all endured our share of pain.

My personal breaking point? Discovering that my new favorite EVF display setting — the “Classic Display Mode” — had simply vanished. Gone. For hours I frantically searched menus, reset settings, questioned reality. Nothing.

Only through the combined wisdom of the Fujifilm group did we uncover the truth: if you enable “Semi-Transparent” in the “Surround View Mode”, the Classic Display Mode disappears.

Why? No idea.

Some things in life just defy logic… and this is one of them.

So Why No Review?

It makes no sense to review perfection. ;)

Or as a fellow Fujifilm brother wrote in his Amazon X-E5 review, it deserves six out of five stars. I couldn’t have said it better myself — that’s exactly my rating, too.

So I’ll leave the formal reviews to those who make a living dissecting specs and pixel-peeping at 300%.

Honestly, I haven’t even watched a single X-E5 review since I own it. I couldn’t care less. Whether people praise it or tear it apart doesn’t matter to me. I own it. I love it. And that’s my review.

Get Yours

Surprise in Japan (?): Fujifilm X-M5 Outsells Fujifilm X-E5 – But the True APS-C King Is Another One, and It Calls for Fujifilm X80

Mapcamera, the largest retailer in Japan, published its sales ranking for September:

  1. Ricoh GR IV
  2. Fujifilm X-M5
  3. Fujifilm X-E5
  4. Ricoh GR IIIx
  5. Canon EOS R6 Mark II
  6. Sony α7C II
  7. Sony α7IV
  8. Hasselblad X2D II 100C
  9. Canon EOS R5 Mark II
  10. Nikon Z f

It’s interesting to note that the Fujifilm X-M5 was able to outsell the Fujifilm X-E5. But there is a reason for that: probably also in Japan the most sold version was the Fujifilm X-E5 with XF23mmF2.8 kit lens, and that combo is mostly unavailable also in Japan.

Also, for several months now the Fujifilm X half was on the top positions of the ranking, but now it disappeared from the top 10.

The true king of the ranking remains the Ricoh GRIV, who jumped on top of the ranking. It’s just more puzzling why Fujifilm has not yet kicked out an X80, which would be its most logical competitor.

via digicame-info

Top Selling Amazon Prime Deals on FujiRumors – Fujifilm X-E5 Boosts SmallRig Sales and Viltrox Dominates Lens Sales

Amazon Prime Pages

Best Sellers

So far, these are the best-selling Amazon Prime deals among the FujiRumors community:

  1. SmallRig NP-W126S Battery
  2. SmallRig Thumb Grip with Hot Shoe Cover for Fujifilm X-E5
  3. Viltrox AF 56mm F1.7
  4. Apple AirPods 4
  5. Fujinon XF35mmF2 R WR – lens was available renewed for a while, now sold out
  6. SanDisk 2TB Extreme Portable SSD
  7. Viltrox NP-W235
  8. Viltrox AF 56mm F1.2
  9. SanDisk 256GB Extreme PRO SDXC UHS-II
  10. Fujinon XF 33mm F1.4 R LM WR – only 5 units left at that price

Notably, the top two items are SmallRig products. The surge in NP-W126S battery demand is likely driven by the new Fujifilm X-E5, a trend confirmed by the SmallRig X-E5 thumb grip also ranking highly.

When it comes to lenses, the 20% worldwide Amazon Prime discount on nearly all Viltrox X-mount lenses is clearly boosting their sales.

Apple makes an appearance with a strong deal on the AirPods 4, while the incredibly well-priced XF33mm F1.4 is also in the ranking, with only a few units left to grab at that excellent price.

Amazon USA:

Selected Deals

Deals by Brand

Deals by Category

Amazon CA:

Amazon DE:

Amazon UK:

Amazon FR:

Amazon IT:

Amazon ES:

Selected Deals on Amazon DE

Selected Deals for Fujifilm

The Superb Fujinon XF33mmF1.4 Lens Is Now Cheaper Than It Was at Launch

At the time of writing, Amazon is offering the Fujinon XF33mmF1.4 R LM WR for $789. The regular retail price is $949 (raised due to U.S. tariffs), while the original launch price was $799.

The lens is shipped and sold directly by “Amazon.com“, and it’s listed as a “New” item. However, Amazon also labels it as a “replacement lens” — a somewhat unclear designation. Considering that other Fujinon lenses marked the same way (such as the XF16mmF2.8) are sold by Amazon Germany, it’s possible that Amazon has internally transferred stock from its European warehouses to the U.S. to work around stricter import tariffs.

  • XF 33mm F1.4 – $789 – shipped and sold by Amazon.com and free 30-days return – only 8 units left

Besides that, there are also the 2-days only Amazon Prime Deals running. You basically save 20% on Viltrox AF X mount lenses, all sorts of storage media and much more. I’ll share a list of selected deals below.

→ Amazon USA:

Selected Deals

Deals by Brand

Deals by Category

→ Amazon CA:

→ Amazon DE:

→ Amazon UK:

→ Amazon FR:

→ Amazon IT:

→ Amazon ES:

Selected Deals on Amazon DE

Selected Deals for Fujifilm

Huge Amazon Prime Savings: 35% Off Renewed Fujinon XF Lenses, 20% Off Viltrox, and More!

The Amazon Prime Deal Days now started also at Amazon USA here and Amazon CA here.

There are tons of deals including a 35% rebate on renewed Fujinon XF23mmF1.4 R LM WR and renewed Fujinon XF35mmF2 R WR.

But besides camera gear, there are plenty of other great offers, such as the flight approved Anker Laptop Power Bank with Triple 100W USB-C Ports.

Amazon USA:

Selected Deals

Deals by Brand

Deals by Category

Amazon CA:

Amazon DE:

Amazon UK:

Amazon FR:

Amazon IT:

Amazon ES:

Selected Deals on Amazon DE

Selected Deals for Fujifilm

European Amazon Prime Deals Are Now Live – Save 20% on Viltrox Lenses and Much More

The European Amazon Prime deals are now live at Amazon DE, Amazon UK, Amazon FR, Amazon IT, Amazon ES, Amazon NL, Amazon SWE, Amazon PL. In America at Amazon US and Amazon Canada.

Amazon DE:

Amazon UK:

Amazon FR:

Amazon IT:

Amazon ES:

Selected Deals on Amazon DE

Selected Deals for Fujifilm

Sorry, But the Fujifilm X-T6, X-Pro4, X-H3 (and Friends) Won’t Arrive in 2025

A few months ago, we estimated—based on Fujifilm’s historical sensor/processor refresh cycles—that the next sensor generation would likely arrive in late 2025 or early 2026.

To be clear, that wasn’t a rumor, just a data-driven speculation.

Following that article, some speculated that November 2025 could be the right moment, since Fujifilm has historically launched some of its most important cameras in that month (such as the X-T5).

But today I can confirm: the 6th generation platform will not be launched in 2025. So you can now rule out “late 2025” as a possibility.

That also means we won’t see the Fujifilm X-T6, X-Pro4 (or X-Pro5, X-Pro6), X-H3, X-H3S, X-T60, X-E6, X100VII, GFX100III, GFX100SIII, or GFX100RFII this year.

And yes, I know plenty of supposed “spec leaks” about these cameras are floating around—but they’re all fake, as we explained here.

Bottom line: it’s all AI-generated nonsense, stuffed with random specs. Every day there’s a new “upcoming” Fujifilm camera announcement.

Some of these videos gather tons of views and lots of comments, so I want to stress it once more: it’s fake.

And yes, I sometimes feel like a lonely Don Quixote, tilting at the windmills of fake rumors with little hope (illusion) of winning this battle. But what matters is staying true to yourself and bring excitement in the Fujifilm community only when it is real, verified, and worth celebrating. So I’ll leave the fake rumors to others. Shall they boost their traffic and make money by misleading people with all sorts of fake rumors. We’ll stay out of this game.

Anyway, the wait for the Fujifilm X-T6 and friends might be a bit longer than we’d like, but it’s much easier to stay patient when you’ve got the ultra-awesome Fujifilm X-E5 in your hands ;)

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X-E5 is one of Fujifilm’s Greatest Cameras – But with One Big Flaw

Yes guys, I have received my Fujifilm X-E5 (in this color) and I love it.

It’s by far the most beautiful X-E camera ever made. The build quality is excellent and it makes my X-E3 feel like a plastic toy in comparison. I love the new classic display mode which is now standard on my EVF. Just make sure that you have not enabled “Semi-Transparent” in the surround view mode, otherwise the classic display mode won’t show up. That drove me crazy for a while until I figured it out.

Besides that short freak-out moment (which luckily found a solution), I am absolutely in love with it.

But other fellow Fujifilm X-E5 shooters might be annoyed by other aspects of their X-E5. One of them is Derek, who wrote me the email below.

guest post by FR-reader Derek

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

Fujifilm Finally Proves the Doubters Wrong with the X-E5

Over the years, Fujifilm has often released statements along the lines of: “Due to high demand, there will be delays in the shipping of camera XY.”

Every time, some people—both in the comments and across other blogs—accused Fujifilm of making this up as a marketing trick.

Here on FujiRumors, I never bought into that narrative. If Fujifilm said demand was overwhelming, I trusted that they were genuinely surprised by the demand.

And the release of the Fujifilm X-E5 has finally proven all those naysayers wrong.

Because if it really were just a marketing move, then why didn’t Fujifilm use the “high demand” excuse for one of its top sellers, like the Fujifilm X-E5?

Well, I think I know why they didn’t: because Fujifilm doesn’t use that phrase as a marketing gimmick, but only when demand truly exceeds expectations.

And this time, with the Fujifilm X-E5, it seems they were much better prepared for the launch.

Sure, the X-E5 with the XF23mmF2.8 kit is almost impossible to find in stock. But that’s no accident. Fujifilm cleverly planned ahead by pushing back the standalone release of the XF23mmF2.8 until the end of 2025. They knew the kit would be the most sought-after version, so whatever production capacity they have for the XF23mmF2.8 is now reserved exclusively for X-E5 bundle buyers.

And yes, the X-E5 body-only units sell out rather fast, but Fujifilm is capable of restocking at a reasonable pace.

So you see, when Fujifilm really says “demand exceeded expectations,” it’s because they’ve genuinely been caught off guard—not because they’re trying to pull a marketing trick on us.

With that said, let’s see how the stock status of the Fujifilm X-E5 is right now.

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