Sony A7 IV Price Drop: $500 Off at B&H and Sony's Own Store (Worth Buying Now?)

The Sony A7 IV body is $500 cheaper than its usual price right now, and it’s not a one-retailer fluke: B&H Photo has it at $1,998, and Sony’s own U.S. store independently matches that with $1,999.99 (down from $2,499.99). We checked both pages directly today, October 20, 2026, and the A7 IV’s price has sat at $1,998 since at least October 14, per Digital Camera World’s coverage of the same deal. That means it’s held for close to a week, not a flash sale that’s already gone by the time you read this.

What You’re Actually Getting

The A7 IV is Sony’s do-everything hybrid body: a 33MP BSI Exmor R CMOS sensor, BIONZ XR processor, 4K 60p video at 10-bit 4:2:2, a 759-point autofocus system with real-time Eye AF for people, animals, and birds, and in-body stabilization rated around 5.5 stops. It launched in late 2021 and Sony has released two newer full-frame bodies since, but the specs above are still squarely competitive for stills shooters and video hybrids who don’t need the newest sensor on the market.

At $1,998, that puts it $500 under its regular $2,498 body-only price, and it’s the same full unit, not a stripped-down kit. B&H lists it as in stock, and Sony’s own listing shows free shipping with an estimated delivery window of October 21-22.

Where It Fits Against Sony’s Other Full-Frame Bodies

If you’ve been comparing Sony options, we’ve covered the A7 IV in more depth in our complete Sony A7 IV review, and against other brands in our Sony vs Canon comparison and our Sony A7C II vs Nikon Zf matchup if a smaller body is more your speed. The short version: the A7 IV remains the better pick over the smaller A7C II when you want a built-in EVF hump and twin card slots, and at $1,998 it now undercuts some of Nikon’s and Canon’s comparable hybrid bodies outright rather than just competing with them on paper.

Is It Worth Buying at This Price?

If you want a current-generation Sony body with strong autofocus and real 10-bit video, yes. $1,998 is a genuine $500 off, confirmed at two independent sellers, not a one-site pricing glitch. It’s a better buy for someone who shoots a mix of stills and video and wants dual-card-slot reliability than for someone focused purely on resolution or pure stills work, where Sony’s higher-megapixel A7R-series bodies make more sense at a higher price. It’s also available through Amazon, the same listing we link from our full A7 IV review, if you’d rather buy there than at B&H.

If you don’t need a brand-new unit in the box, the used and open-box market is worth checking first. Pulling recent sold listings from SonyPriceWatch’s used tracker, B&H-sourced used A7 IV bodies sold in the past two weeks at $1,709.95, $1,759.95, and $1,789.95 (condition grades 8+ to 9+), and B&H currently has a used unit listed in stock at $1,937.95. That’s roughly $60 to $290 below the new price depending on condition and what’s in stock the day you look, which matters if the $500 new-unit discount is the only thing pulling you toward buying new.

Prices Verified

• Sony A7 IV (body only), new: $1,998.00 at B&H Photo, confirmed live October 20, 2026 (list $2,498.00). Also available at Amazon.
• Sony A7 IV (body only), new: $1,999.99 direct from Sony’s own U.S. store, confirmed live October 20, 2026 (list $2,499.99), independent confirmation this isn’t a single-retailer price.
• Sony A7 IV, used: $1,709.95-$1,789.95 on recent sold B&H listings (condition 8+ to 9+), per SonyPriceWatch; $1,937.95 on a current in-stock used listing at B&H, checked October 20, 2026.

Retailers change camera prices without notice, sometimes within hours. Click through and check the number on the page before buying. If it doesn’t match what’s listed here, the retailer’s current price is the one that counts.

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