Fujifilm Price Increases Are Coming in September — Here's Every Camera Affected and What to Do Before July 31
Fujifilm is raising prices up to 11.1% on September 1 — the X100VI, X-E5, X-T50, X-S20, and GFX100 II are all affected. Pre-orders placed by July 31 still get current pricing. Here's every camera on the list.
Fujifilm is raising prices on September 1, 2026 across a significant portion of its lineup — citing rising semiconductor costs and higher production costs as the reason. The increases affect some of the brand's most popular cameras, including the X100VI, X-E5, X-T50, X-S20, and the GFX100 II.
The increases are confirmed for Europe via Germany's fuji-store, which published the full price list. Fuji Rumors reports the increases are expected to extend to many countries worldwide — though it's unclear whether the US will be included, since Fujifilm USA has already pushed through two separate tariff-related price increases this year. A third US increase is possible but not confirmed.
The deadline that matters: July 31
If you're considering any of the gear on this list, this is the date to know: pre-orders placed by July 31, 2026 will still receive current pricing. Starting August 1, prices on affected products will begin adjusting gradually, with the full switch to September 1 pricing completed by that date. Highly requested models or products with longer lead times may see the price increase applied sooner than August 1.
That gives you four days to lock in current pricing on anything you've been on the fence about.
Every camera affected and by how much
Here's the full list of confirmed price increases, in euros, as published by fuji-store:
- Fujifilm X100VI (Black, Silver) — €1,799 → €1,999 | +11.1%
- Fujifilm X-E5 body (Black, Silver) — €1,549 → €1,649 | +6.5%
- Fujifilm X-E5 Kit XF23mmF2.8 R WR (Black, Silver) — €1,799 → €1,899 | +5.6%
- Fujifilm X-T50 body (Black, Silver, Anthracite) — €1,499 → €1,599 | +6.7%
- Fujifilm X-T50 Kit XF16-50mmF2.8-4.8 R LM WR — €1,899 → €1,999 | +5.3%
- Fujifilm X-T50 Kit XC15-45mmF3.5-5.6 OIS PZ — €1,599 → €1,699 | +6.3%
- Fujifilm X-S20 body (Black) — €1,399 → €1,499 | +7.1%
- Fujifilm X-S20 Kit XC15-45mmF3.5-5.6 OIS PZ — €1,499 → €1,599 | +6.7%
- Fujifilm X-S20 Kit XF16-50mmF2.8-4.8 R LM WR — €1,799 → €1,899 | +5.6%
- Fujifilm GFX100 II body (Black) — €7,999 → €8,499 | +6.3%
The X100VI sees the steepest increase at 11.1% — a €200 jump on a camera that's already been difficult to keep in stock since its launch.
The context: semiconductor and production cost pressures
Fujifilm's stated reason — rising semiconductor costs and higher production costs — is consistent with broader pressures across the camera industry. This isn't Fujifilm-specific: Canon, Nikon, Sony, and others have all navigated similar cost increases over the past 18 months, with several passing those costs on to consumers through price adjustments. Fujifilm USA's two earlier tariff-related increases this year followed the same logic.
Whether these increases represent a new normal or a temporary pressure depends on how semiconductor supply chains and trade relationships evolve through the rest of 2026. Neither of those is predictable.
Should you buy now or wait?
If you've been actively considering any of the cameras on this list and your budget accommodates current pricing, the July 31 deadline is a genuine reason to move rather than a manufactured urgency. A 6-11% price increase is real money — on the X100VI specifically, €200 is a meaningful difference.
If you've been waiting for a price drop or a new model announcement: none of the cameras on this list have confirmed successors on the immediate horizon, and waiting for the price to come back down assumes these increases are temporary, which there's no indication of.
If you're a US buyer: the situation is less clear. Fujifilm USA has already raised prices twice this year and may or may not follow this European increase with a third. Worth monitoring Fujifilm USA's official channels and authorized US retailers over the next few days.
