Fujifilm’s Biggest Sales Hits & Misses Since 2017 on FujiRumors – Sales Ranking

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I owe you an update.

When the X-E5 was launched I told you that preorders were higher than the ones of X-T5, second only to X100VI.

But I also said that we were still in a period in which orders could be canceled and cameras returned. So the true question is: did the X-E5 hold up to its spectacular pre-orders? Or did many cancel their order?

Well, here is the final data.

But I guess I need to give you context.

  • Timeframe: Initial two-week sales period post-announcement.
  • Accuracy: Final figures only (adjusted to exclude returns).
  • Starting Point: all camera announcements since January 2017

Positive Surprises

We can see the Fujifilm X-E5 did exceptionally well. It sold just one camera less than the X-T5 which puts on the third spot with a nice margin ahead of the X-T3.

The Fujifilm GFX100RF is another positive surprise, narrowly bypassing the previous GFX king, the Fujifilm GFX100S.

The Fujifilm X-M5 finally gave “entry level” a reason to exist, by selling very well compared to ever other X-A, X-M and X-T*** cameras Fujifilm launched in the past.

Negative Surprises

I am shocked to see the Fujifilm X-S20 so low in the ranking. It’s one of the best cameras Fujifilm ever launched. And overall the X-S line seems to struggle, given the poor Fujifilm X-S10 results, too. I guess this makes it officially one of the most underrated Fujifilm cameras ever.

Another shocker is the Fujifilm X-T200, which made zero sales here on FujiRumors.

Reality Check

Of course the ranking below is not representative for the entire market, since FujiRumors readers are generally more interested in higher end gear.

Let’s Rank It

  1. X100VI
  2. X-T5
  3. X-E5 – just one camera less sold than X-T5 and well ahead of X-T3
  4. X-T3
  5. X-T4
  6. X100V
  7. GFX100RF
  8. GFX100S
  9. X100F
  10. X-M5
  11. X-H2
    X-H2S
    X half
  12. X-T50
  13. GFX50R
  14. X-H1
  15. GFX100II
  16. X-Pro3
  17. GFX50S
  18. X-T30
  19. X-S20
  20. X-T30III
  21. GFX100
  22. X-E4
  23. GFX100SII
  24. X-T20
  25. GFX50SII
  26. X-S10
  27. X-E3
  28. X-T100
  29. X-A5
  30. X-T30II

— No sales

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Fujifilm X Shop Vietnam Lists Fujifilm X-Pro4 as “Coming Soon”… Undermining Their Own Fujifilm X-T6 Specs?

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We recently reported that the Vietnamese Fujifilm Shop X Camera listed the Fujifilm X-T6 on its website—along with a set of highly controversial specifications.

However, that same shop also lists the Fujifilm X-Pro4, marking it as “Coming Soon” and attributing it to 5th-generation specs.

And this tells us a lot… about those listings.

I checked their X-Pro4 page, and it appears to have been online since September 2024.

In addition to that, it shares what are very likely wrong specs, since they say it will come with 5th-generation specifications. I mean, after such a long wait, an X-Pro4 launching with 5th-generation specs would unleash the shitstorm of the century—and FujiRumors would proudly lead it. 😉 So I hope they are wrong on this.

All this strongly suggests that it is nothing more than a placeholder, filled with assumed specs rather than real and final specs.

And if the X-Pro4 page is indeed fabricated, this inevitably means that we should take also their Fujifilm X-T6 listing with a grain of salt.

Anyway, this is what they write on their X-Pro4 product page:

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WAKE UP FUJI: Ricoh GR IV Monochrome Preorder Available – Where is the Fujifilm X80 Monochrome?

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The Ricoh GR IV Monochrome is now available for preorder at BHphoto here, at Adorama here and soon also at Amazon here.

Back in 2013 I already said that a monochrome Fujifilm camera would be an instant success. And I am sure that the Ricoh GR IV monochrome will be a tremendous success, just as the regular Ricoh GR IV.

Now, my dream would be an X-Pro monochrome version. But I’d also be happy with a Fujifilm X80 in both versions: regular sensor and monochrome sensor.

I don’t understand why Fujifilm isn’t on the market with one already. Well, I guess that’s good for Ricoh, who can enjoy an almost competition-free market.

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Fujifilm X-H2S Removal from Some Stores Fuels Speculations about Fujifilm X-H3S

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Is this the end for the Fujifilm X-H2S?

Well, it might be way to early to claim that, but we take note that US store Moment removed the Fujifilm X-H2S from their store.

The Fujifilm X-H2S is expected to be available at BHphoto in 6-10 weeks, whereas it is in stock at Amazon US here and Adorama here.

So, FR-readers, who made me notice the missing X-H2S on Moment asked me: is the Fujifilm X-H3S about to come?

Well, that’s a good question and I guess I better try to find the answer to it as soon as possible.

For now all I know is that 2026 will be indeed the year in which Fujifilm will start upgrading their cameras to the 6th generation platfrom.

The Fujifilm X-H2S was the first 5th generation camera in Fuji’s lineup, so it is not totally impossible that it will be again the Fujifilm X-H-S line that will mark the beginning of the new era. But again: I don’t have any rumors so far.

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