Yodobashi shared the list of best-selling gear in early September:

Top 10 Best-Selling SLR Cameras:

1. Hasselblad X2D II 100C Body
2. Sony α7C II Zoom Lens Kit (FE 28–60mm)
3. Fujifilm X-M5 XC15–45mm Lens Kit
4. Sony α7C II Body
5. Canon EOS R5 Mark II Body
6. Canon EOS R50 Double Zoom Kit
7. Sony VLOGCAM ZV-E10 II Double Zoom Lens Kit
8. Nikon Z50II Double Zoom Kit
9. Sony VLOGCAM ZV-E10 II Power Zoom Lens Kit
10. Canon EOS R6 Mark II Body

Top 10 Best-Selling Lenses:

1. Sony FE 24–70mm F2.8 GM II
2. Canon RF100–500mm F4.5–7.1 L IS USM
3. Hasselblad XCD 2.5/55V
4. Sony FE 70–200mm F2.8 GM OSS II
5. Canon RF24–70mm F2.8 L IS USM
6. Sigma 200mm F2 DG OS | Sports (E-mount)
7. Canon RF70–200mm F2.8 L IS USM
8. Sigma 16–300mm F3.5–6.7 DC OS | Contemporary (RF)
9. Nikon NIKKOR Z 24–120mm f/4 S
10. Canon RF100–400mm F5.6–8 IS USM

Top 10 Best-Selling Compact Digital Cameras:

1. Ricoh GR IV
2. Canon PowerShot SX740 HS
3. Sony VLOGCAM ZV-1 II
4. Panasonic LUMIX TZ99
5. Fujifilm X Half
6. Sony Cyber-shot RX1R III
7. Ricoh GR IIIx
8. Kodak PIXPRO C1
9. Fujifilm X100VI
10. Leica D-LUX8

My take:

• I am surprised to see a $8000 Hasselblad camera rank on top!
• RX1rIII also selling better than I expected in the compact camera segment.

For comparison, here are the bestsellers at BH:

Best selling cameras:

1. Ricoh GR IV Digital Camera
2. Canon EOS R6 Mark II Mirrorless Camera
3. Canon EOS R8 Mark II Mirrorless Camera
4. Hasselblad X2D II 100C Medium Format Mirrorless Camera
5. Sony a7 IV Mirrorless Camera
6. Canon PowerShot SX70 HS Digital Camera
7. Canon PowerShot ELPH 360 HS Digital Camera
8. Canon EOS Rebel T7 DSLR with 18-55mm and 75-300mm
9. Sony a6700 Mirrorless Camera
10. Kodak PIXPRO FZ55 Digital Camera

Best selling lenses:

1. Sigma 24-70mm f/2.8 DG DN II Art Lens (Sony E)
2. Canon RF 50mm f/1.8 STM Lens
3. Canon RF 24-70mm f/2.8 L IS USM Lens
4. Sigma 18-50mm f/2.8 DC DN Contemporary Lens (Sony E)
5. Canon RF 100-400mm f/5.6-8 IS USM Lens
6. Sony FE 24-70mm f/2.8 GM II Lens (Sony E)
7. Nikon NIKKOR Z 24-70mm f/2.8 S II Lens
8. Tamron 17-70mm f/2.8 Di III-A VC RXD Lens (Sony E)
9. Canon RF 70-200mm f/2.8 L IS USM Lens
10. OM SYSTEM M.Zuiko Digital ED 50-200mm f/2.8 IS PRO Lens

One of my readers pointed out that Sony is hosting a new Be Alpha event in Barcelona on October 16. He mentioned that in the past Sony announced the A7 IV (or perhaps even the A7 III?) at a similar event in Barcelona. At this stage, I have no indication that the A7 V will be unveiled there, but it’s worth noting that the A7 IV was officially announced in October as well—specifically on October 21, 2021.

All I know is that in Oct-Nov we will get the A7V as I already leaked the image of the camera here:

Sony launched new deals in Europe:

• Up to 500 Euro off at Fotokoch, Fotoerhardt, Calumet, WexUK, Clifton.
• Up to 500 Euro cashback at Fotokoch, Fotoerhardt, Calumet, WexUK, Clifton.

Lensvid had a chat with Yann Salmon-Legagneur, Head of Imaging Products & Solutions Marketing at Sony Europe. He shared several noteworthy insights alongside the recent RX1R III and FX2 announcements, while also offering a glimpse into possible future directions.

When asked about the idea of a fixed-lens APS-C RX camera, the response was clear: it’s primarily a business decision. Sony already manages a broad range of camera lines, and introducing a new series would divert resources from existing products. Moreover, the fixed-lens APS-C segment is considered a niche, raising the question of whether it justifies the effort. That said, he admitted that personally, he would love to see such a camera.

He also emphasized the continued relevance of the RX1R III and FX2. Regarding the RX1R III, he explained that Sony carefully recalibrated the classic Zeiss 35mm f/2 lens to match the new high-resolution sensor. Their internal testing showed that even after 10 years, this lens still delivers exceptional results. Keeping it also preserves the distinctive rendering and design legacy that RX1 users have valued for over a decade.

Sony so far has not managed to create a in camera built-in film simulation palette like Fujifilm has. The easiest way to get a film look on your Sony images is by using the new DxO Film Pack 8 (Click here). It also includes all Fujifilm styles ;)

There are two main new features:

• Time Warp mode let’s you select the style based on the year!
• Full photoshop integration (hurray!)
• 15 new renderings, from CineStill 800T
to Harman Phoenix 200

You can see the new features on this DxO page (Click here). You can also get a 30 day free trial version here.

Preorders:
Sony 100mm GM macro at BHphoto, Amazon, Adorama, Fotokoch, Fotoerhardt, Calumet, WexUK, Clifton.

Reviews and hands-on:
Hands-on at Explora. Product page at Sony.

Youtube review:

Product video:

Preorders:
Sony 100mm GM macro at BHphoto, Amazon, Adorama, Fotokoch, Fotoerhardt, Calumet, WexUK, Clifton.

Press text:

Sony Electronics Expands the G Master Series with the Versatile FE 100mm F2.8 Macro GM OSS

Sony Electronics releases the FE 100mm F2.8 Macro GM OSS (SEL100M28GM), the new medium telephoto macro lens in the G Master™ series, compatible with α™ (Alpha™) E-mount cameras, featuring 1.4x magnification, advanced stabilization, and intuitive handling.

“We’re on a constant mission to expand creative possibilities for visual storytellers, and the FE 100mm F2.8 Macro GM OSS fulfills that by going beyond traditional macro photography,” said Yang Cheng, Vice President of Imaging Solutions, Sony Electronics Inc. “With its world-class optical quality, it enables not only macro photographers, but also portrait and wedding photographers, to take their craft to a new level. We’re thrilled to offer the FE 100mm F2.8 Macro GM OSS as part of our acclaimed G Master series, maintaining a standard of peak performance Sony creators have become accustomed to.”

Beyond Life Size

The FE 100mm F2.8 Macro GM OSS achieves a maximum magnification of up to 1.4x, making it easy to capture flowers, small objects, and other close-up subjects in vivid detail, revealing subtle textures and features that are difficult to see by the naked eye.

Compatible with an optional teleconverteri (sold separately), the lens offers up to 2.8x magnificationii. This enables impressive close-up shots while keeping a comfortable working distance. It is ideal for subjects that are hard to approach or for avoiding unwanted reflections.

State-of-the-art Hardware Design

The optical design effectively positions elements including two XA (extreme aspherical) lenses and two ED (Extra-low Dispersion) glass elements to achieve high-resolution performance from the center to the periphery of the image, reducing chromatic and other aberrations.

To allow precise and intuitive focus adjustments for a variety of macro photography scenes, the lens offers three focus-dedicated features: a “Full-time DMF switch” enables instant MF (manual focus) by rotating the focus ring, even in AF (autofocus) mode; the “Focus Mode switch” allows instant switching between AF and MF; the “Sliding Focus Ring” enables FULL MF mode, linked to the distance and magnification scales.

The four unique XD (extreme dynamic) linear motors that enable high-speed, high-precision, and quiet lens drive, make autofocus (AF) performance up to 1.9 times fasteriii than previous models.

A dedicated aperture ring offers quick, direct control over aperture settings.

Exquisite Image Quality

The 11-blade circular aperture produces beautiful, ball bokeh, while carefully controlled spherical aberration ensures an ideal balance of resolution and background blur — creating the signature creamy bokeh of the G Master line.

The unique “Nano AR Coating II” applies a uniform thin film to the entire lens surface, resulting in clear image quality that suppresses flare and ghosting even in backlit conditions.

An integrated optical image stabilization system, designed for macro photography, accurately compensates for shift shake (up/down/left/right), angular shake, and front/back shake, ensuring steady handheld shots.

Pricing and Availability

The FE 100mm F2.8 Macro GM OSS will be available in November 2025 for approximately $1,499.99 USD and $1,799.99 CAD. It will be sold directly through Sony and at a variety of Sony’s authorized dealers throughout North America.