Sony cameras and lenses have become pricier due to tariffs. The company announced its first price hike back in May, with one having to pay as much as 30% more. When President Donald Trump revealed that he would continue with the tariffs, Sony again hiked the price by as much as 7% in July. It seemed the bad days were over, but that was wishful thinking. As a fresh set of price hikes, the company has 22% as of September.
The report was first revealed by Sony Alpha Rumors and Photo Rumors, both of which showcase an increase over July numbers. Here is a quick look at the list:
| Model | Old Price | New Price | Increase | % Increase |
| A1 | $5,899 | $6,199 | $300 | 5.09% |
| A9 III | $6,499 | $6,799 | $400 | 4.62% |
| A9 II | $4,499 | $4,899 | $400 | 8.89% |
| A7R V | $3,899 | $4,299 | $400 | 10.26% |
| A7S III | $3,799 | $3,999 | $200 | 5.27% |
| A7 IV | $2,499 | $2,599 | $100 | 4.00% |
| A7CR | $2,998 | $3,399 | $401 | 13.38% |
| A7C II | $2,399 | $2,499 | $100 | 4.17% |
| A7 III | $1,899 | $1,999 | $100 | 5.27% |
| A6700 | $1,499 | $1,599 | $100 | 6.67% |
| A6400 | $999 | $1,099 | $100 | 10.01% |
| FX6 | $5,999 | $6,999 | $1,000 | 16.67% |
| ZV-E1 | $2,399 | $2,499 | $100 | 4.17% |
| ZV-E10 II | $1,099 | $1,199 | $100 | 9.10% |
| ZV-E10 | $749 | $799 | $50 | 6.67% |
| ZV-1 II | $999 | $1,049 | $50 | 5.01% |
| ZV-1F | $549 | $599 | $50 | 9.11% |
The a7CR has the highest hike, followed by the Sony a7R V and the a9 III. The latter two are flagship models, while the a7CR is a compact full-frame offering better design for travel photographers. Even the vlog series cameras have not been left behind, with a minor $50 increase can be a pinch that is felt by young users. Cameras were not the only devices that saw a hike. Lenses, too, have been affected by tariffs, which will further drive a wedge between Sony users and the company.
| Model | Old Price (July) | New Price (Sept) | Increase | % Increase |
| FE 24-70mm f2.8 GM II | $2,300 | $2,448 | $148 | 6.43% |
| FE 50mm f1.4 GM | $1,299 | $1,398 | $99 | 7.62% |
| FE 135mm f1.8 GM | $1,999 | $2,148 | $149 | 7.45% |
| FE 70-200mm f2.8 GM OSS II | $2,799 | $3,099 | $300 | 10.72% |
| FE 28-135mm f4 G PZ OSS | $2,499 | $2,988 | $489 | 19.56% |
| FE 400-800mm f6.3-8 G OSS | $2,898 | $3,298 | $400 | 13.80% |
| FE 16-55mm f2.8 G | $1,399 | $1,698 | $299 | 21.37% |
| FE 90mm f2.8 Macro G OSS | $1,099 | $1,198 | $99 | 9.01% |
| FE 70-350mm f4.5-6.3 G OSS | $999 | $1,098 | $99 | 9.91% |
| FE 35mm f1.8 | $749 | $798 | $49 | 6.54% |
| FE 15mm f1.4 G | $849 | $948 | $99 | 11.66% |
| FE 24mm f2.8 G | $599 | $648 | $49 | 8.18% |
| FE 40mm f2.5 G | $599 | $648 | $49 | 8.18% |
| FE 18-105mm f4 G OSS | $599 | $698 | $99 | 16.53% |
Sony 28-135mm f4 G PZ OSS sees the biggest increase, as well as FE 400-800mm f6.3-8 G OSS. The former one is better suited for all-around needs and will certainly be chosen by travel photographers. However, the latter is a bit more niche, but the pinch will be felt by wildlife photographers. In a way, the price hike is only going to drive Sony photographers to choose third-party lenses, and there are companies such as Tamron, Laowa, and 7Artisans, who have proven how good they are.
As of August 07, the price increase rate has increased from 10% to 19%. Sony has not commented on this officially, but they are not the only ones to see a second price hike. While there is no word on when any of it will end, it only means people will refuse to buy new gear in the United States.