FUJIFILM Raises U.S. Camera Prices Again – Effective August 30th

Industry News

by Alexandra ThompsonAugust 19^th, 2025

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FUJIFILM has announced a second U.S. price increase on their cameras and lenses, slated to take effect August 30th, 2025. This follows an earlier adjustment on August 1st, where prices rose between 10% and 15%, with some models jumping by hundreds of dollars.

According to a statement below that was shared with DPReview, the company must “further adjust prices” due to the “instability of the marketplace” and “global changes”, and this, only weeks after their last price increase. Much of the pressure comes from tariffs: new import duties have raised the cost of Japanese-made goods, and while FUJIFILM has shifted some production from China back to Japan to ease the impact, the higher cost of manufacturing still shows up in U.S. retail prices:

“The global marketplace continues to present business challenges, driven by the volatile market conditions facing manufacturers, retailers, and consumers alike. With these continued changes and the instability of the marketplace, we have made the business decision to further adjust prices to accommodate for these global changes. As we navigate the current market situation, FUJIFILM is doing all we can to work with our retailers and consumers to weather this storm together. We appreciate your continued support.”

FUJIFILM statement

FUJIFILM price increase – key details:

• The new hike begins August 30th, 2025.
• Exempted models: the newly released X‑Half ( $850) and X‑E5 ( $1,699) will retain their launch prices.
• Impacted: Most other camera bodies and lenses in FUJIFILM’s U.S. lineup will see increases, though specifics on which models and by how much have not yet been disclosed.
• This second increase comes only 30 days after the first adjustment on August 1st.
• The initial August 1st hike ranged from 10% to 15%, with flagship models like the X100VI rising $200 (from $1,599 to $1,799), X‑T5 up $200, and the GFX100 II up $800.

For now, what matters the most is recognizing the pattern. Two price hikes in thirty days point to an increasingly unstable market, where costs may shift faster than many expect. Filmmakers who are thinking about making a purchase should be aware that even recently adjusted prices may not hold for long. It’s a stark reminder that these tools we depend on are tied not only to innovation but to unpredictable global conditions, and keeping an eye on timing may prove just as important as choosing the right camera.

Would you buy now to lock in current prices, or wait and risk further increases? Does the rising cost of gear influence the kinds of projects you take on, or the way you shoot them? Share your thoughts with us in the comments below.