If you’ve been putting off buying a Fujifilm camera, this is your notice to stop putting it off. Fujifilm is raising prices on five popular models from 1 September 2026, with increases running from 6.3% to 11.1% and the largest single rise reaching €500. The affected cameras are the X100VI, X-E5, X-T50, X-S20 and GFX100 II, including their variants and kits.
The news came via Photo Rumors and Fuji Rumors on 26 July, both publishing the same leaked notice from the German retailer fuji-store.de. The stated reasons are rising semiconductor costs and higher manufacturing expenses — a consequence of the wider memory and semiconductor squeeze that has been pushing up component costs across the industry, which suggests Fujifilm is unlikely to be the only manufacturer moving prices this year.
The X100VI takes the biggest percentage hit, rising from €1,799 to €1,999, an increase of 11.1%. The X-E5, X-T50 and X-S20 each go up by around €100 on both bodies and kits, while the GFX100 II sees the largest absolute increase.
There’s an important detail in the timing. Although the new prices formally take effect on 1 September, the retailer notice says adjustments will begin gradually from 1 August — meaning some prices will start creeping up well before the official date, particularly on high-demand models or those with longer lead times. Crucially, the notice also indicates that placing a pre-order does not necessarily lock in the old price. If you’re buying one of these, we’d treat the next few weeks as the window rather than assuming you have until September.
Two caveats worth stating plainly. This is a German retailer notice rather than a global Fujifilm announcement, so while Fuji Rumors expects the increases to extend beyond Europe, UK pricing has not been separately confirmed. And Fujifilm gear is still routinely discounted during seasonal promotions, so opportunities to save won’t vanish entirely after September.
Still, this is the third round of Fujifilm increases in roughly a year, following two tariff-driven rises in 2025. For a brand whose appeal rests substantially on offering distinctive cameras at attainable prices, that trajectory is worth watching — particularly for the X100VI, a camera whose demand has consistently outstripped supply since launch and which is now approaching €2,000.
Fujifilm September 2026 price increase: affected models
Fujifilm X100VI: rising from €1,799 to €1,999 (an increase of 11.1%, the largest percentage rise).
Fujifilm X-E5: increasing by approximately €100 on body and kits.
Fujifilm X-T50: increasing by approximately €100 on body and kits.
Fujifilm X-S20: increasing by approximately €100 on body and kits.
Fujifilm GFX100 II: the largest absolute increase, reported at up to €500.
Timing and what it means for buyers
New prices take full effect from 1 September 2026, with retailer adjustments beginning gradually from 1 August. The reported reasons are rising semiconductor and manufacturing costs. Note that a pre-order may not guarantee the previous price. The source is a leaked notice from German retailer fuji-store.de reported by Photo Rumors and Fuji Rumors; UK pricing has not been separately confirmed by Fujifilm, and we’ll update this story when it is.
