The a9 III is now extremely expensive in the US. Image: Sony Sony has once again increased the prices of many of its imaging products in the US. This follows an increase in US prices across most of its lineup in May and July due to tariffs.
The recent price increase for US customers isn't across the board, but it does impact many of the company's cameras, as Sony rumors initially spotted. The a7CR, which was a great deal at launch, is now $3400 at Sony's website. That's up $400 from its launch price and $200 from the price increase earlier this year. The a9 III also got substantially more expensive, with a $400 increase from July, now coming in at $6800.
It's not just high-end models that are more expensive, either. The Sony ZV-E10 II is now $1200, or $200 pricier than the launch price. The Sony ZV-1 II didn't see as substantial an increase, but it now costs $1050.
Lenses weren't left out of the latest round of pricing adjustments, either.
Lenses weren't left out of the latest round of pricing adjustments, either. The Sony FE 16-35mm F2. 8 GM II is now $350 more expensive than in July, coming in at $2650. The Sony FE 50mm F1. 2 GM was also impacted with a new price of $2300, up $300 from July. Not all lenses saw increases this time around, though. The Sony FE 24-70mm F2. 8 GM II is still priced the same as it was in July (though it was part of the first increase), as is the 70-200 mm F2. 8 GM OSS and many of the company's more budget-focused lenses.
The latest adjustment aligns with the 19% tariff rate that took effect on August 7th on imports from Thailand, where Sony makes many of its US-bound cameras.
When Sony adjusted the rates in July, the tariffs were set at a temporary 10% rate, so it seems to be adjusting now that the higher rates have gone into effect. Sony isn't the only company raising US prices in light of the updated rate. Both Nikon and Fujifilm have already done so a second time, and Canon said that it's considering another price increase later this year.
. dpreview.com2025-9-23 00:49