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Kim Bunermann
18 September 2025
Kitamura’s best-selling list for August: Sony dominates, Fujifilm builds momentum, Nikon holds steady – Canon nowhere to be found again
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Sony crushes August camera sales in Japan – Canon shut out again
(Image credit: Gareth Bevan / Digital Camera World)
Japan’s Kitamura store has shared its best-selling cameras for August and, once again, we’re seeing a familiar pattern: Sony continues to dominate, Fujifilm keeps its momentum going and Nikon quietly holds on. Canon? Nowhere to be found – again.
It’s no surprise to see the Sony A7C II claiming the crown yet again. Whether it’s the compact form factor, full-frame sensor or its smart positioning as a hybrid shooter’s dream, this camera continues to win hearts and wallets in Japan and globally. It was among the top sellers in July, too – ranking third at Kitamura behind the A7 IV and ZV-E10 kit – and led the Yobodashi sales charts as well.
Fujifilm also continues to build on its momentum. The X-E5 kit with XF23mm lens takes second place – a strong showing for a more niche, rangefinder-style body that’s proving especially popular with street photographers and enthusiasts. The X-T5 kit and X-M5 also landed in the top ten, showing strong and steady demand for Fujifilm’s signature ergonomics and image quality.
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Hasselblad’s US$7,000 medium format surprise shakes up Japan’s camera sales amid Fujifilm’s dominance
Canon EOS R50 and Sony ZV-E10/ II capture nearly 50% of Japan’s top 20 camera sales in June
This Fujifilm compact camera has done it again – outselling mirrorless rivals, while the X100VI vanishes from the charts
Nikon managed to place again with its Z50 II and Z30 double zoom kits – solid mid-tier options that have been gaining steady traction among vloggers and entry-level users.
But Canon is completely absent from Kitamura’s August ranking, marking its second straight month off the board. That’s a notable contrast to July’s Yodobashi list, where Canon still held several positions, including the EOS R10 kit.
Kitamura’s top 10 best-sellers for 08/2025
1. Sony A7C II
2. Fujifilm X-E5 + XF23mm Lens Kit
3. Sony A7 IV + Zoom Lens Kit
4. Sony A6400 + Double Zoom Lens Kit
5. Sony ZV-E10 + Double Zoom Lens Kit
6. Fujifilm X-T5 + XF16–50mm Lens Kit
7. Fujifilm X-M5
8. Nikon Z50II + Double Zoom Kit
9. Nikon Z30 + Double Zoom Kit
10. Sony A6700 + High-Power Zoom Lens Kit
With Sony still firmly in control, Fujifilm on a steady rise and Canon slipping from the charts, the Japanese mirrorless camera market continues to shift – Let’s see if September brings any surprises – and whether one or two Canon models can make their way back onto the list.
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Today’s best Sony A7C II, Fujifilm X-E5, Sony A7 IV, Sony Alpha A6400, Sony ZV-E10, Fujifilm X-T5, Fujifilm X-M5, Nikon Z50 II, Nikon Z 30 andSony A6700 deals
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Kim Bunermann
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Staff Writer
Kim is a photographer, editor and writer with work published internationally. She holds a Master’s degree in Photography and Media and was formerly Technique Editor at Digital Photographer, focusing on the art and science of photography. Blending technical expertise with visual insight, Kim explores photography’s time-honored yet ever-evolving role in culture. Through her features, tutorials, and gear reviews, she aims to encourage readers to explore the medium more deeply and embrace its full creative potential.
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Hasselblad’s US$7,000 medium format surprise shakes up Japan’s camera sales amid Fujifilm’s dominance
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