Summary
- Fujifilm will increase the prices of selected cameras from September 1, 2026
- The affected models are the X100VI, X-E5, X-T50, X-S20 and GFX100 II
- The X100VI will rise from €1,799 to €1,999
- The GFX100 II will rise from €7,999 to €8,499
- Gradual price adjustments at Fuji-Store will begin on August 1
Fujifilm is moving ahead with price increases for selected cameras and kits, with the largest increase reaching €500.
According to our sources, the German Fuji-Store and FujiRumors, Fujifilm has announced a price increase from September 1, 2026, for the X-S20, X-E5, X-T50, X100VI and GFX100 II, including their corresponding versions and kits.
The development is particularly important for customers considering one of these models, as Fuji-Store will begin gradually changing prices from August 1, 2026. Products in high demand or with longer delivery times may become more expensive even earlier.
New camera and kit prices
The Fujifilm X100VI in black or silver will increase from €1,799 to €1,999. This is a €200 or 11.1% increase, the largest percentage rise on the list.
The Fujifilm X-E5 body in black or silver will rise from €1,549 to €1,649, an increase of €100 or 6.5%.
The Fujifilm X-E5 kit with the XF23mmF2.8 R WR, also available in black or silver, will rise from €1,799 to €1,899. The difference is €100 or 5.6%.
The Fujifilm X-T50 body in black, silver or charcoal will increase from €1,499 to €1,599, a rise of €100 or 6.7%.
The Fujifilm X-T50 kit with the XF16-50mmF2.8-4.8 R LM WR will rise from €1,899 to €1,999. The increase is €100 or 5.3%.
The Fujifilm X-T50 kit with the XC15-45mmF3.5-5.6 OIS PZ will increase from €1,599 to €1,699, a rise of €100 or 6.3%.
The Fujifilm X-S20 body in black will rise from €1,399 to €1,499. The difference is €100 or 7.1%.
The Fujifilm X-S20 kit with the XC15-45mmF3.5-5.6 OIS PZ will increase from €1,499 to €1,599, a rise of €100 or 6.7%.
The Fujifilm X-S20 kit with the XF16-50mmF2.8-4.8 R LM WR will rise from €1,799 to €1,899. The change is €100 or 5.6%.
Finally, the Fujifilm GFX100 II body in black will increase from €7,999 to €8,499. This is a €500 or 6.3% rise, the largest increase in absolute terms.
Why prices are increasing
Fuji-Store says Fujifilm attributes the decision, among other factors, to rising costs in the semiconductor market and higher manufacturing expenses.
According to the retailer, both recommended retail prices and purchasing prices for dealers are being raised significantly. As a result, it says it is required to make corresponding adjustments to the final prices paid by customers.
When the increases will take effect
The official date given by Fuji-Store for the new pricing policy is September 1, 2026. However, the retailer will begin gradually adjusting the prices of affected products from August 1, 2026, with the transition to the new price level completed by September 1.
Pre-orders submitted up to and including July 31, 2026, will be charged at the prices displayed in the online store. Fuji-Store clarifies, however, that in the event of unexpected delivery failures or additional price increases, it reserves the right to cancel an order or offer a revised price after informing the customer. The change will only be made with the customer’s consent; otherwise, the order may be cancelled.
Possible rollout in other markets
FujiRumors reports that, according to its information, the increase is not expected to be limited to Europe and will probably affect several countries worldwide.
It remains unclear whether the United States will be included, as Fujifilm USA has already implemented two earlier tariff-related price increases. This is an assessment by FujiRumors rather than a confirmed Fujifilm announcement covering every market.
What we think
The new increases make some of Fujifilm’s most popular models even more expensive, with the X100VI standing out for the largest percentage change. Customers who have already decided to purchase one of the affected cameras should carefully examine current prices and delivery terms, without assuming that a pre-order will definitively secure the previous price.
Frequently asked questions
When will Fujifilm camera prices increase?
The full transition to the new prices is scheduled for September 1, 2026, but Fuji-Store will begin making gradual adjustments on August 1.
Which Fujifilm series are affected?
The increases affect the Fujifilm X100VI, X-E5, X-T50, X-S20 and GFX100 II, as well as selected kits based on these models.
Which camera has the largest percentage increase?
The Fujifilm X100VI will increase by 11.1%, from €1,799 to €1,999.
Which model has the largest increase in euros?
The Fujifilm GFX100 II will increase by €500, from €7,999 to €8,499.
Will the increases apply worldwide?
FujiRumors believes the increases will affect several countries and will not be limited to Europe, although there is no confirmation for every individual market yet.
