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Nikon, Sony, and Canon are the biggest manufacturers, often competing on varied fronts. From launching the best full-frame cameras to having the most sales, the trio is often not too far away from one another. Per a new report by BCN+R, one of the three companies has finally won the top spot in terms of the sales value for full-frame mirrorless cameras: Nikon. How did they manage to achieve this feat? Let’s find out.
According to BCN+R, Sony was at the top in the category of sales of full-frame mirrorless cameras. However, with Canon launching its mirrorless cameras, Nikon ended up taking third place over the months. While Nikon may have taken the top spot on some occasions, this was only possible in 2025 thanks to the launch of the Nikon Z5 II. The camera showcased a sales share of 33.4%. In the second spot was Sony, coming in very close at 32.1%, but Canon lagging behind a lot, at 24%. The figures were collected from multiple stores in Japan, meaning the results could have been entirely different if it were conducted in the United States or Europe.
Either way, the Nikon Z5 II has been quite a hit. The camera topped MAP and Yodoshiba’s sales in April. BCN+R reports that up until the launch of the Z5 II, the Nikon Zf was one of the top-selling full-frame offerings from the company. However, the Z5 II offers features that were truly distinct, making it an ideal choice for a variety of photographers. In fact, Sony’s a7c II and Canon’s EOS R6 Mk II are the other models that were competing for the sales results.
At the moment, of the total cameras in the market, full-frame mirrorless cameras make up 5.5% in terms of sales volume, but their value is definitely higher at 21.4%. The mirrorless cameras make up to 90% of the interchangeable lens camera market, while full frame cameras make up 19.4% in terms of units and 33.4% in terms of value. While the number of units being sold is pretty okay, the value of these cameras is higher due to the price point at which they are sold. One thing that must be kept in mind is that interchangeable lens cameras have not really seen a massive growth recently, thanks to the price increase over the years. As of August last year, the numbers have been declining, and since September, the sales have become even lower.
However, despite it all, Nikon managed to reign at the top despite the challenges thrown its way. Nikon’s “pricing strategy”, says BCN+R, is what helped the company to get people to move to cameras from their phones. This is pretty huge considering that phones are all-around devices, while cameras are only for one reason: shooting. However, a camera like the Z5 II managed to turn things around, which goes to prove that as long as you have good features and pricing, cameras will continue to sell. Perhaps, Canon and Sony can take a note from the results.
