By Kim Bunermann

Copyright digitalcameraworld

Skip to main content

Close main menu

Digital Camera World
THE HOME OF DIGITAL PHOTOGRAPHY

View Profile

Search Digital Camera World

Accessories

Buying Guides

The Photography & Video Show

Digital Camera

Australian Camera

Australian ProPhoto

Photography Magazines

Why subscribe?

Issues filled with product reviews, latest updates, expert advice and more
Delivered to your Android or IOS device
Every issue is packed with photo tips, kit reviews and inspiration

From$12Subscribe now

Camera news
Camera rumors
Photography & Video Show
Cheatsheets
Photo mag deals
Prime Day deals

Don’t miss these

Digital Cameras
Compact camera reclaims top spot in Map Camera’s best-seller list for May

This Fujifilm compact camera has done it again – outselling mirrorless rivals, while the X100VI vanishes from the charts

There’s finally a new compact camera out-selling the trendy Fujifilm X100VI

Mirrorless Cameras
Canon who? Sony rules Japan’s July camera sales taking all 7 top spots

Mirrorless Cameras
This cheap mirrorless camera isn’t new. But it’s still dominating this best seller list, and there’s a good reason why

Canon EOS R50 and Sony ZV-E10/ II capture nearly 50% of Japan’s top 20 camera sales in June

Just how trendy is Fujifilm? Data shows a dramatic uptick in sales, but this one brand still takes nearly half of all camera shipments

Mirrorless Cameras
Trends have made Fujifilm exceptionally popular – but the Fujifilm X-T30 II is actually the brand’s best-selling mirrorless on Amazon

Kodak tops compact camera charts, Canon reigns for DSLR sales, and Sony dominates mirrorless market in Japan H1 2025

Compact Cameras
Kodak outsells Fujifilm in Japan’s compact camera market – but doesn’t lead in revenue terms

Compact Cameras
Kodak’s $100 Pixpro C1 steals the spotlight as the most popular compact cameras in Japan right now

China’s top-selling cameras and lenses revealed… Spoiler: Sony rules, by far

Mirrorless Cameras
Hasselblad’s new 100MP HDR camera shatters standards with 10 stops of stabilization, 15.3 stops of dynamic range and LiDAR autofocus

Digital Cameras
The best medium format cameras: 100MP monsters for supreme image quality

Mirrorless Cameras
Where to buy the Hasselblad X2D 100C: Stock updates & price checks

Digital Cameras

Mirrorless Cameras

Hasselblad’s US$7,000 medium format surprise shakes up Japan’s camera sales amid Fujifilm’s dominance

Kim Bunermann

15 September 2025

MapCamera shares its August best-selling list and, while Fujifilm dominates, the real surprise is the rise of the Hasselblad X2D II 100C

When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works.

(Image credit: Hasselblad)

MapCamera, one of Japan’s premier camera retailers, has released its August best-selling cameras list. While Fujifilm continues to dominate, the real headline is the unexpected rise of the Hasselblad X2D II 100C, claiming its spot in the top 10 – marking a rare high-end appearance in Japan’s monthly rankings.

The Fujifilm X-E5 takes a commanding lead – so much so that MapCamera had to pause pre-orders for the 23mm f/2.8 kit. The X-H2, which already topped the list back in June, remains a strong seller, followed by the X-M5, giving Fujifilm a clean sweep of the top three positions.
But while Fujfilm’s momentum is no surprise – we’ve seen strong showings across Kitamura and Yodobashi as well – what makes this list worth watching is the presence of a medium format camera in a retail top 10.

You may like

Compact camera reclaims top spot in Map Camera’s best-seller list for May

This Fujifilm compact camera has done it again – outselling mirrorless rivals, while the X100VI vanishes from the charts

There’s finally a new compact camera out-selling the trendy Fujifilm X100VI

The Hasselblad X2D II 100C, its latest update to the X system, takes tenth place. It’s rare for gear in this category – ultra-premium, ultra-specialized – to chart this high, particularly in a market dominated by compact APS-C and hybrid full-frame systems.

The rest of the list reflects familiar trends: the Ricoh GR IIIx continues its cult popularity, while Sony’s RX1R III and A7C II secure spots further down the list. Nikon’s Z5 II adds another stable entry for the brand and Canon finally shows up with the EOS R6 Mark II – a rare appearance after being absent from Kitamura’s list entirely in August.
MapCamera’s top 10 best-sellers 08/2025
1. Fujifilm X-E5
2. Fujifilm X Half
3. Fujifilm X-M5
4. Ricoh GR IIIx
5. Sony RX1R III
6. Nikon Z5 II
7. Sony A7C II
8. Fujifilm X-T5
9. Canon EOS R6 Mark II
10. Hasselblad X2D II 100C
Compared to August’s Kitamura rankings – where Sony took the lead and Canon was completely absent – MapCamera’s list tells a different story: Fujifilm commands the top, Sony fills out the mid-tier and Canon just manages to hold on. At Yodobashi, the balance was more evenly spread, but with the A7C II and X-M5 still showing strong.

Get the Digital Camera World Newsletter
The best camera deals, reviews, product advice, and unmissable photography news, direct to your inbox!
Contact me with news and offers from other Future brandsReceive email from us on behalf of our trusted partners or sponsorsBy submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over.
And as mentioned, seeing the Hasselblad X2D II 100C on a mainstream best-seller list is unexpected but exciting. Whether it’s a one-time spike or the start of something bigger, there’s clearly still room and appetite for high-end gear. Let’s see what September brings…

Today’s best Fujifilm X-E5, Fujifilm X Half, Fujifilm X-M5, Ricoh GR IIIx, Sony RX1R III, Nikon Z5 II, Sony A7C II, Fujifilm X-T5, Canon EOS R6 Mark II andHasselblad X2D II 100C deals

Fujifilm X-E5

$1,699View
See all prices

Fujifilm X Half

See all prices

Fujifilm X-M5

See all prices

Ricoh GR IIIx

$246.95View
See all prices

Sony RX1R III

$5,098View
See all prices

Nikon Z5 II

$1,696.95View
See all prices

Sony A7C II

$2,198View
See all prices

Fujifilm X-T5

$1,809.95View
See all prices

Canon EOS R6 Mark II

$2,199View
See all prices

Hasselblad X2D II 100C

$16.99View
See all prices

We check over 250 million products every day for the best prices

You might like…
Take a look at the best mirrorless cameras and the best professional cameras on the market right now.

See more Cameras News

Kim Bunermann

Social Links Navigation
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.

You must confirm your public display name before commenting

Please logout and then login again, you will then be prompted to enter your display name.

Compact camera reclaims top spot in Map Camera’s best-seller list for May

This Fujifilm compact camera has done it again – outselling mirrorless rivals, while the X100VI vanishes from the charts

There’s finally a new compact camera out-selling the trendy Fujifilm X100VI

Canon who? Sony rules Japan’s July camera sales taking all 7 top spots

This cheap mirrorless camera isn’t new. But it’s still dominating this best seller list, and there’s a good reason why

Canon EOS R50 and Sony ZV-E10/ II capture nearly 50% of Japan’s top 20 camera sales in June

Latest in Mirrorless Cameras

The world’s first mirrorless camera launched 17 years ago today! Here it is… but is it still any good?

Is Canon’s new 32MP / 7K sensor coming to the R6 Mark III? I think so

YOU’VE BEEN LIED TO: This camera disproves the myths you’ve been told about small sensors

Influencers are obsessed with Canon’s compact cameras, but the mirrorless Canon EOS R100 costs less than the trendiest point-and-shoot

This is the vlogging starter kit I’d choose if I were beginning content creation today – a mirrorless, 2 lenses and accessories for just over $1,100

The OM-3 sale you’ve been waiting for has finally landed

Latest in News

Hasselblad’s US$7,000 medium format surprise shakes up Japan’s camera sales amid Fujifilm’s dominance

OM System’s world-first lens is so popular, it’s already delayed in Japan

The coveted Fujifilm X100VI compact camera? It’s finally back in stock at this retailer

Will Smith allegedly used AI in concert footage. We’re going to see a lot more of this…

A shift pancake lens for US$119? Yes, this optic really exists

Sony plans a pivot to content creation; Report hints at smartphone sensors in “new types of cameras” while expanding global shutters for mirrorless

LATEST ARTICLES

OM System’s world-first lens is so popular, it’s already delayed in Japan

Best lenses for the OM System OM-5 Mark II: This is the glass you need for OM’s compact outdoor camera

Leaked Guardian email reveals anti-“snapper” ethos

iPhone Air? It’s just half of a folding phone – I’ll wait for the other half, thanks!

Are AI and photography making me a worse human?

Digital Camera World is part of Future US Inc, an international media group and leading digital publisher. Visit our corporate site.

Terms and conditions

Contact Future’s experts

Privacy policy

Cookies policy

Advertise with us

Accessibility Statement

Future US, Inc. Full 7th Floor, 130 West 42nd Street,

Please login or signup to comment

Please wait…