{
  "id": 3231912,
  "title": "Has the full-frame bubble burst? Fujifilm cameras now outsell Nikon for first time since 2019",
  "url": "https://urgent.news/2026/08/25/has-the-full-frame-bubble-burst-fujifilm-cameras-now-outsell-nikon",
  "topic": "tech",
  "section": "Tech",
  "published": "2026-08-25T09:20:42.000Z",
  "source": {
    "name": "Amateur Photographer",
    "slug": "amateur-photographer",
    "url": "https://amateurphotographer.com/latest/photo-news/has-the-full-frame-bubble-burst-fujifilm-cameras-now-outsell-nikon-for-first-time-since-2019/"
  },
  "original_language": "en",
  "account": "For the first time since 2019, Nikon has fallen out of the top three in camera sales and shipments, as reported by Japan’s authoritative Nikkei Industry Map 2027. The once-dominant brand was outdone by Canon, Sony, and its own rival, Fujifilm. Fujifilm’s X-series cameras continue to be wildly popular, with demand exceeding supply, while its Instax series drives a significant portion of its revenue. Meanwhile, Nikon’s Z series appears to be facing challenges in the market. Sales of Nikon cameras dropped by 80,000 units, causing the company’s market share to plummet from 11.7% to 8.9%. In contrast, Fujifilm’s market share increased from 9% to 11.8%, with its camera sales almost doubling from 740,000 to 1.16 million units. Nikon’s recent financial report echoed these concerns, projecting lower year-on-year sales by 300,000 units due to decreased demand for interchangeable lens cameras and constraints in China. Though Nikon has received some relief from $25.2 million in tariff refunds, its operating profit remains stagnant due to increased costs of memory, US tariffs, and the ongoing war in the Middle East. The situation wasn't better for Nikon last year, as it reported a $700 million loss, primarily due to accounting adjustments. Despite these difficulties, Nikon's imaging products division still accounts for 44% of its company revenue for the first quarter of 2026. However, Nikon has not released any new camera models or made official announcements about upcoming releases yet. While Fujifilm has remained tight-lipped about new mirrorless camera announcements in 2026, their existing models, such as the highly anticipated X100VI and Instax range, continue to enjoy robust sales and support from influencers. The landscape of camera companies is heavily influenced by recent social media trends, leaving room for unexpected developments, including a potential retro-styled fixed lens compact from Nikon, which could reshape its position and bring it back to the top three.",
  "summary": "Once routinely referred to as one of the ‘big two’ alongside Canon, Nikon has slipped to fourth place for shipments and sales among the top Japanese camera brands – according to new Industry data The post Has the full-frame bubble burst? Fujifilm cameras now outsell Nikon for first time since 2019 appeared first on Amateur Photographer .",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}