Official rankings have always helped to lead to a healthy competition between camera brands. While some tend to have a better user base, there are others who also disrupt trends. In a new sales ranking covering from April 2025 to March 2026, Japan’s leading camera retailer, Map Camera, has unveiled the top 20 cameras of 2025. It is impressive to see which company won the top ranking.
According to the report, the first brand that is popular in Japan is Fujifilm. The company has introduced some spectacular cameras in 2025, so it is not so surprising to see them at the top. Here is the ranking.
| Rank | Brand | Camera | Category |
| 1 | Fujifilm | X-M5 | Mirrorless |
| 2 | Fujifilm | X-E5 | Mirrorless |
| 3 | Nikon | Z5II | Mirrorless |
| 4 | Sony | α7V | Mirrorless |
| 5 | Fujifilm | X100VI | Compact |
| 6 | Fujifilm | X Half (X-HF1) | Compact |
| 7 | Sony | α7C II | Mirrorless |
| 8 | Ricoh | GR IV | Compact |
| 9 | Ricoh | GR IIIx | Compact |
| 10 | Canon | EOS R6 Mark II | Mirrorless |
| 11 | Fujifilm | X-T5 | Mirrorless |
| 12 | Nikon | Zf | Mirrorless |
| 13 | Fujifilm | X-T30 III | Mirrorless |
| 14 | Nikon | Z50II | Mirrorless |
| 15 | Canon | EOS R6 Mark III | Mirrorless |
| 16 | OM System | OM-3 | Mirrorless |
| 17 | Nikon | ZR | Digital Movie |
| 18 | Sony | α7IV | Mirrorless |
| 19 | Canon | EOS R5 Mark II | Mirrorless |
| 20 | Fujifilm | GFX 100RF | Compact |
Of the 20 cameras, seven of them are Fujifilm. No other brand comes even close to them. Sony has 3 entries, and Nikon has four. Canon, which is one of the biggest camera brands in the world, also has 3 entries, and they didn’t appear until 10th place.
In fact, the first two cameras are APS-C, and they have beaten full frame models such as the R5 II and A7C II, both of which are popular amongst photographers. The X-M5 is Fujifilm’s most affordable camera, and the X-E5 offers something similar in the mid-range price market. The company also won the most number of iF Design Awards for 2026 with the X-E5 and other models. The X-M5 and the X-E5 are the two models we refused to review, as they were clearly designed to cater to content creators.
So why don’t I think that X series has any future for photographers? Well, APS-C image quality just isn’t there anymore — nor is the technology. For the money, you can get second-hand higher-end cameras that perform better and have better image quality. The Fujifilm XH2 is cool, but the Fujifilm GFX 50R and 50S II both have better image quality. Why would I pay for worse image quality from an APS-C sensor? And it’s not like the autofocus has improved all that much either.
Chris Gampat, Founder of The Phoblographer
The X100VI being in the fifth place is surprising, since the camera was introduced in 2024. The device is still the most talked about model, but the Phoblographer staff certainly did not like the device during our review. Though we admit, firmware updates have helped.
The X100 series was designed for photography, but the X100VI was created for video use more than stills — sort of. This is where one can see how the company was gradually focusing on catering to the folks on the internet rather than real photographers. The X-half and the GFX 100RF are both impressive, innovative models, with the former featuring a vertical sensor, while the latter is the first medium-format fixed-lens camera.
Canon R6 II and the R6 III are designed for hybrid use, and despite being excellent full-frame cameras for serious enthusiasts, they are still not close to the cultural dominance among younger audiences that Fujifilm has. The a7 V is also designed for a mid-tier audience, but Nikon’s Z5 II easily beat the camera for various reasons. While the Zf is a full frame retro camera, it does not seem to cut into the market of influencers the way Fujifilm did. It is a fabulous camera, but it is certainly only targeted towards photographers.
The trend is pretty clear, even if it’s in Japan alone: the driving audience here are content creators, more than actual photographers. Thus, despite some lovely offerings like the Zf or the a7C II, these models will always stay behind those that offer more retro features.
Fujifilm has cracked the code with the X100VI, and their dominance is impressive. Despite the backlog and delays in the models, they continue to be the most sought-after brand of the year. If only Canon and Sony take heed, they may, as well, reach new heights.