Fujifilm has put up prices in Japan for the second time in quick succession. According to a notice from Fujifilm Imaging Systems published on 30 September, prices of selected digital cameras, interchangeable lenses, instax instant cameras and smartphone printers rose from 1 October 2026.

The company blames rising component, manufacturing and logistics costs. It says these have outpaced its efforts to improve production efficiency and cut costs, and that it can no longer absorb them internally.

Cameras go up by roughly 6% to 15%. The list includes the GFX100 II, GFX100S II and GFX100RF medium format cameras, along with the X100VI, the X-T50 and X-E5, both as bodies and as kits. The XF500mm f/5.6 R LM OIS WR rises by about 12%. The steepest increases fall on instax, where some models go up by as much as 23%. FujiRumors was first to report the full figures.

These changes apply to Japan, and Fujifilm’s percentages are calculated on its shipping price rather than the shelf price. We’ve asked Fujifilm UK whether British prices will follow. Several of these models were already caught up in the European price rises from 1 September that we reported in August.

Our take

Here we go again. The X100VI in particular now looks like a camera whose price only moves one way, and the GFX range is becoming even more of a professional investment. The broader picture is that the squeeze on memory and components hitting the whole tech sector is now landing on camera prices. Fujifilm is unlikely to be the last brand to adjust.

If you’re in the UK and have been eyeing one of these models, it may be worth buying sooner rather than later, before any local rises.

Products affected (Japan)

Price and availability

The new Japanese prices took effect on 1 October 2026. UK pricing is unchanged for now, and we’ll update this story if Fujifilm UK confirms any increases.