FUJIFILM has announced a second U.S. price increase on cameras and lenses, effective August 30, 2025. This adjustment comes only 30 days after the previous hike on August 1st, where prices rose by 10% to 15%. Several flagship models were impacted, including the X100VI, which increased from $1,599 to $1,799, the X-T5, which rose to $1,899, and the GFX100 II, which jumped by $800 to $8,299.
The company stated that instability in the marketplace, tariffs on Japanese-made products, and production shifts have all contributed to these increases. FUJIFILM explained that it has moved some production from China back to Japan in an effort to control costs, but higher manufacturing expenses still affect U.S. retail prices. According to the company, the changes reflect ongoing global pressures and the need to balance production realities with market conditions.
Which FUJIFILM Models Are Impacted by Price Changes
Not all cameras are included in this increase. The X-Half, priced at $850, and the X-E5, priced at $1,699 with a bundled lens, will remain at their launch pricing. These exemptions give some relief to buyers considering those specific models, but most of the FUJIFILM lineup in the U.S. will see new price adjustments. The company has not released detailed percentages for each model in this round, but it confirmed that the majority of camera bodies and lenses will be affected.
The August 1st increase already raised costs significantly. The X100VI climbed $200, the X-T5 followed with a $200 jump, and the medium format GFX100 II rose by $800. Filmmakers and photographers who are weighing new purchases are now faced with the reality that these second increases come just weeks later, raising concerns that the market could continue to shift rapidly.
What FUJIFILM’s U.S. Price Increases Mean for Buyers
Two price hikes in thirty days highlight the growing uncertainty in the camera market. Buyers must now consider timing as much as model choice, since prices are not guaranteed to stay stable for long. The rapid changes illustrate how external factors such as tariffs and supply chain issues directly shape the tools filmmakers and photographers rely on.
For many, the question becomes whether to purchase equipment now to lock in pricing, or wait and risk further increases in the near future. Rising costs can influence not only what cameras and lenses professionals invest in, but also the types of projects they choose to pursue. FUJIFILM emphasized that it is working with both retailers and consumers to navigate this volatile period, though the challenges of the global marketplace make long-term predictions difficult.
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.
With most of FUJIFILM’s lineup impacted, only exempt models like the X-Half and X-E5 remain unaffected. For professionals and enthusiasts alike, this is a reminder that camera prices are now as tied to global economics as they are to innovation.
