Fujifilm Europe Drops Massive (and a Bit Confusing) X and GFX Deals

Fujifilm Europe has dropped massive X and GFX deals all over the continent. The deals start today and end January 14.

Depending on the country, some are cashback deals, some are instant rebates, and some are mixed rebates (instant + cashback). I will list details (+ link to pages to claim back money) below.

If you purchase at Amazon, make sure you buy directly from Amazon (not third party). I have seen Amazon listed as official retailer by Fujifilm Germany, Italy and UK. In France I did not see Amazon listed as qualified retailer.

Also, some deals are better at Amazon than other stores: for example, Amazon UK has the X-T5 for £1449 which is sold for £1,549 and WexUK and Co (that’s an instant rebate).

So, that’s the easy part.

The complicated part I will share it at the bottom.

But for now I’ll just say that given the complications and regional differences in Europe, I will list below only the deals for UK and Germany (the German deals as listed at Calumet.DE, because Fujifilm Germany has not put up the official deal page yet). But there are rebates also in France, Italy, Belgium, Austria and more.

NOTE: In Germany so far the X-T5/X-H2/S bodies are not listed as rebated, but other EU countries include X-T5, X-H2 etc in their cashback offer.

If you want to support FujiRumors, feel free to use any of the affiliate links below to access your store and make the purchase:

X Series Cameras

X Series Lens Deals

GFX Deals

The deals are confusing, mainly because Fujifilm Germany and Italy either do not report about the deals, or they contraddict themselves. So let’s see it country by country:

UNITED KINGDOM:

GERMANY

ITALY

  • the official flyer image says X deals are instant rebates and GFX cashback. Although once you click the X deals, they list all items and they show up as cashback, with a cashback claim-money-back page that is not clickable (unlike the GFX claim-back-money page.
  • Fujifilm ITA GFX Deals Clam-Back Money Page
  • Italian Deal Page here

FRANCE, BELGIUM and CO

  • Go to this page and then on the top right select your country/region to see the deals in your area

Enough Gear Talk. Time to Let Fujifilm Colors Speak

Fujifilm Colors Power

Let’s take a short break from all the gear talk and share a few images that fellow Fujifilm shooters have shared in the Fujifilm film simulation group.

And remember, whether you own an ancient Fujifilm X-Pro1 or the latest and greatest, film simulations are in Fujifilm’s DNA since the beginning. So play around with them and enjoy using them.

The Best Fujifilm Communities

Previous Image Roundup

Images

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Fujifilm Used Gear Holiday Savings at BHphoto

BHphoto has some nice savings on used Fujifilm (related) gear. Some ar marked as “used holiday savings“. I’m not entirely sure what that label specifically means, but I guess it likely indicates a limited-time discount available during the holiday period.

These are just some of the used offers. The full list can be checked out here.  There are also the Holiday 2025 Head Start deals running.

X Lenses

X Cameras

GFX Gear

BHphoto Holiday 2025 Head Start Deals Launched

B&H Photo is rather impatient and wants you to start saving money now rather than waiting for Black Friday, so they have launched the Holiday 2025 Head Start deals.

Note: some deals, like some Apple deals, will end tomorrow.

Fujifilm Related

Memory Cards

External SSD

Apple Products

Peak Design

Your Firmware Wish List – Tell Fujifilm!

I recently wrote an article where I basically run through the entire history of Fujifilm Kaizen firmware updates.

I ended up inviting Fujifilm to keep up their Kaizen spirit.

Now, I have no idea how things will develop in future.

But I have wishes and hopes. And I thought that, after a long time, it might be high time to share again our firmware wishes.

I certainly hope for the fully automatic subject detection mode to come to all 5th generation cameras (and I showed Fujifilm how easy that could be implemented).  I am not a video guy, but why no waveform monitor, vectorscopes and anamorphic mode on all 5th generation cameras? I want more cameras with touch-to-track autofocus in video. And please, panoramic mode on 40MP cameras would be nice too.

And why shouldn’t the Fujifilm X-T50 and X-M5 also be able to store custom recipes on their FS1/FS3 positions? And what about direct to Instax print option?

Also, it never hurts to get some autofocus boost. I mean, for what I do, it’s already amazing. But being 85% as good as other brands is not good enough these days. It’s time to match other brands in terms of AF performance.

INSTRUCTIONS:

You’re welcome to share your wishes in the comments below.

Just in case later I decide to turn them into a survey, it would be helpful if you upvote existing comments that already include your wish, and post a new comment only if your idea hasn’t been mentioned yet.

The Best Fujifilm Communities

Fujifilm Renewed Offer on Amazon: Fujifilm X-T3, X-H2, XF Lenses, X Half, GFX and More

Some Fujifilm gear is now available renewed at Amazon via third party sellers.

Selected X Camera Deals

Selected XF Lens Deals

Selected GFX Deals

Spooky Fujifilm 🧟‍♂️ Cameras Brought Back to Life via Firmware Update — And Let’s Talk Kaizen

Spooky Halloween is here… 🎃

It’s the night when ghosts rise from their crypts — and it reminded me that Fujifilm, too, has (or had?) a rather unnatural power: the power to bring its cameras back from the dead with a little bit of firmware Kaizen magic.

Cameras that refused to die.

Or better yet: cameras that Fujifilm simply did not allow to die — resurrected again and again through firmware updates that breathed new life into them.

Scary times in which those who wrote excellent Fujifilm camera manuals were doomed to rewrite them over and over again — slowly driven to madness by Fujifilm’s relentless Kaizen spirit, as they struggled to keep up with all the new features added to cameras that refused to stay dead.

So let’s talk about those times.

And let’s talk about where we are now and what has changed (if anything).

🧟 So it Began – The First Resurrection

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Fujifilm X-E5 Beats X-T30III at Amazon’s Best Seller Ranking

Earlier today we reported about the first price drop in some EU countries on the Fujifilm X-E5.

I guess this means that in some countries, the Fujifilm X-E5 is not selling that well, especially after the announcement of the Fujifilm X-T30 III.

So out of curiosity I went to check the Amazon USA ranking for best new releases, since it is the only large retailer that I know of that has a sales ranking.

Well, we can see that at the time of this post the Fujifilm X-E5 is on the second spot, the X-T30III on the 5th spot.

Meanwhile, if we take a look at Amazon’s overall best-selling mirrorless camera ranking, the Fujifilm X-E5 is ranked #16, followed by the Fujifilm X-T50 at #23 and the X-T30 III at #36.

So, at least in some countries, like in USA, the Fujifilm X-E5 is currently selling well, maybe even Fujifilm’s best seller, which would confirm what a Fujifilm manager said here.

What We Lost When Cameras Got Better — and How Fujifilm Is Trying to Give It Back

What We Have Lost

I remember…

I remember when at the age of 16 I bought my first Fujifilm Quicksnap camera.

We were going on a 4-day trip with my classmates to Siena.

And I remember how I cherished those 27 shots — how intentional I tried to make every single one of them. Every frame mattered so much to me.

The photos might have been flawed — soft, overexposed, touched by grain and blur. But the moments were flawless. I waited for them, guarded each frame, and only pressed the shutter when I felt that it truly mattered.

But somehow all of that went lost with the arrival of digital.

That sense of loss — of meaning, of connection — is exactly what YouTuber Gerald explores in his video “What We Lost When Cameras Got Better”. He looks back at what we unknowingly traded away when photography became effortless, and how we might get those things back.

We thought we were upgrading to digital.
But we weren’t — we were trading.
And this is what we lost in the exchange, according to Gerald.

Intentionality –

Film forced us to think before shooting because every frame was limited and costly.
Digital made shooting cheap and endless, which made each photo mean less.

Presence –

With film, you stayed in the moment.
With digital, we’re constantly checking screens, pulled out of the experience.

Anticipation –

Waiting to see developed photos made us value them more.
Instant previews make us forget instantly — memories don’t have time to form.

Imperfection –

Film had character: grain, light leaks, and “happy accidents.”
Digital and AI perfection removed uniqueness; everything looks the same.

Mindfulness –

Shooting film is a tactile, focused ritual.
You set ISO once, advance manually, and truly participate in the process.
Digital gives results; film teaches discipline.

Conclusion

Technology didn’t just upgrade photography — it also caused a trade-off.
We gained convenience but lost meaning.
Unlimited shots led to unlimited forgetting, while limitations gave us value.

How to Get It Back

You don’t need to abandon digital. Instead, adopt the film mindset.

By slowing down and paying attention, you’ll remember your photos — and the moments — again.

So What has Fujifilm to Do with This?

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Fujifilm Film Simulations (+ Dial) Earn Praise from DPReview — Even Tempting a Nikon/Sony Shooter to Switch to Fujifilm

DPReview had a podcast in which they talk about the Fujifilm X-T30 III and we already shared in our previous article (and you can see it below again).

It’s an overall very positive take on the X-T30 III, with perhaps the only minor complaint being that it’s a small camera packed with lots of dedicated controls — which can sometimes lead to accidentally pressing a button. A fair critique, but on the other hand, if it didn’t have a joystick, a couple of FN buttons, and clickable front and rear dials, people would complain about the lack of them. Personally, I’d rather have more controls, because in my experience you quickly get used to the layout, and accidental presses become much rarer over time.

But that’s not what we want to talk about today.

What I’d actually like to highlight is the last part of the video, in which they talk about the film simulation dial and film simulations in general.

Here is what they say:

  • the film simulation modes are all quite nice and generally quite subtle
  • you can shoot RAW and then use the in-camera converter to preview how your photo would look in another simulation
  • “People who don’t shoot Fujifilm often dismiss them as a gimmick,” says Richard Butler, “but it’s a gimmick I like.”
  • the new dial, he adds, reminds you to experiment: “Every time you take a shot, you think, ‘Oh, let’s see what that would look like in another film simulation.’”
  • Richard Butler says he likes the film simulation dial
  • DPReview’s Abby — who shoots Nikon and Sony and not Fujifilm — was asked if the film simulation dial is something that appeals to her. She said “I have actually debated switching to Fujifilm because of film simulations“.
  • she also pointed out that this feature is especially nice for beginners, since they can get polished, great-looking results without editing
  • having a physical dial instead of menu diving makes it even more approachable
  • many people, Abby said, “don’t want to sit down and edit things on the computer — they just want to take pictures and move on with their lives.”
  • Having the option to do that and still get photos that have nice colors and look like a more final product is a nice concept

So why hasn’t Abby switched yet? Well, adopting a new mount also means investing in new lenses — and that, of course, adds to the overall cost of the system.

That’s why I think cameras like the Fujifilm X100VI are a better fit for many non-Fujifilm shooters. You still get access to what people love about the Fujifilm system — the film simulations, the tactile controls, the colors — without having to invest in a whole new set of lenses. It’s the perfect everyday second camera for non-Fujifilm users.

Fujiflm Cameras with Film Simulation Dial