Sony Implements up to 35% Price Increases on Cameras and Lenses in the US Amid Tariff Pressures

Sony’s imaging products in the US are seeing widespread price hikes, with increases of up to 35% across cameras, lenses, and accessories. Tariff-driven cost pressures and global trade policy shifts are driving these adjustments, impacting filmmakers, photographers, and rental houses alike. Let’s learn more about the Sony price increases.

Sony began raising prices for select cameras and lenses in the US on May 19, 2025, with adjustments now (since July 1) expanding across nearly its entire imaging lineup. According to cross-referenced data from B&H, Sony’s official US site, and Amazon, price increases now range from 7% to 34%, averaging around 13% across categories .

Significant across-the-board Sony price increases

Sony began raising prices for select cameras and lenses in the US on May 19, 2025, with adjustments now expanding across nearly its entire imaging lineup. According to cross-referenced data from B&H, Sony’s official US site, and Amazon, price increases now range from 7% to 34%, averaging around 13% across categories .

Notably, the Sony RX100 VII has increased from $1,299 to $1,699, marking a 31% jump. Lenses have seen similar spikes, with the Sony FE 35mm f/1.8 climbing from $475 to $600, and lenses like the FE 40mm f/2.5 G and FE 24mm f/2.8 G seeing increases of 33% .

Sony’s price adjustments are among the steepest in the industry, with Nikon, Canon, and Sigma also implementing price hikes of around 10% in line with baseline US tariffs.

Tariffs and a shifting trade environment

The US recently implemented a 10% baseline tariff on goods imported from most countries, impacting Sony’s imaging products manufactured in Japan, Thailand, and China. The temporary 90-day tariff pause announced earlier this year is set to expire on July 9, after which tariffs could jump to 24% on Japanese goods, 37% on Thai goods, and 46% on Vietnamese imports if trade negotiations fail .

While Sony has not officially attributed these price increases solely to tariffs, the timing aligns closely with trade policy changes. Compounding the issue, tariffs on Chinese-made goods have been reduced from 145% to 30% until August 10, adding uncertainty to future pricing.

What’s impacted, and what’s not

Many popular cameras and lenses are affected, while some high-demand models like the a1 II, a9 III, a7R V, a7 IV, and a7C II have thus far avoided price increases, likely due to strategic positioning or inventory considerations .

Accessories and peripherals, including microphones, grips, and battery chargers, have also seen increases between 15% and 33%, with items like the BC-TRW battery charger rising from $59.99 to $79.99 (33%), reflecting broad adjustments beyond major camera bodies 

Implications for filmmakers and rental houses

These price increases place additional strain on filmmakers and production companies recovering from previous economic challenges. Compact cameras popular with content creators and documentary shooters, like the RX100 VII, are now significantly more expensive, while E-mount lens price hikes affect professionals and rental houses planning gear upgrades or replacements.

For rental houses, the sharp increases—sometimes over $700 per unit—may necessitate updates to rental rates and replacement schedules to remain sustainable.

Looking ahead: More Sony price increases possible

With the expiration of tariff pauses looming and the potential for further trade disruptions, additional price hikes cannot be ruled out. Sony, along with other manufacturers, may face continued pressure to adjust pricing depending on how negotiations and policy changes evolve.

Filmmakers, photographers, and rental businesses should consider accelerating planned purchases if possible, factoring in the likelihood of further increases in the coming months.

Have you recently purchased Sony gear to beat the price hikes? How are you adapting your gear acquisition strategies in this volatile market? Let us know in the comments below.