Image: Fujifilm Just over two weeks after retailers announced price increases for many of Fujifilm's products in the US, it's happening again. The news comes directly from the company itself this time, which put out a statement saying it will "further adjust prices" in light of "volatile market conditions.
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The new pricing will go into effect on August 30th. Fujifilm hasn't said how many products will be impacted, though it tells DPReview that it will affect most of its lineup, with two notable exceptions. The recently released X half and X-E5 will keep their respective launch prices, with the rest of the company's lineup moving around them.
The company set the X half and X-E5 prices to avoid nasty surprises
While those cameras may have appeared relatively expensive at launch, it seems like Fujifilm left room for precisely this kind of situation. Victor Ha, the Vice President of the Electronic Imaging and Optical Devices Divisions of Fujifilm North America, explained that the company set the prices of those two cameras to ensure there wouldn't be any nasty surprises for customers who had pre-ordered them. "New camera day is awesome, we get that. It can be such a rare and exciting occasion, we don't want anything to spoil that enjoyment, so that their first thought is to run outside and take a picture. "
Those with the infamously difficult-to-get X100 VI on backorder may not be as lucky. That camera will be affected by the price changes, so retailers will have to decide how they handle people who placed their order prior to the price increases but haven't received it yet.
X-100 VI hopefuls may not be so lucky
As with the increases we saw earlier this month, the changes likely won't be the same for each camera, though we're told its general pricing scheme should stay the same. That makes sense, given the ever-changing nature of the current US tariffs and Fujifilm's recent tactic of moving manufacturing for some of its US-bound cameras back to Japan.
The company doesn't directly lay blame on those tariffs, though, and we were told the current round of increases factored in other manufacturing circumstances and is meant to be a long-term solution to various uncertainties. Hopefully, this will avoid another scenario where the company has to make two pricing increases in quick succession.
We'll be sure to keep you updated when we get the new pricing details, and we'll keep an eye out for any other companies following suit in the coming weeks and months.
Fujifilm press release:
The global marketplace continues to present business challenges, driven by the volatile market conditions facing manufacturers, retailers, and consumers alike. With these 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.
2025-8-18 18:00
