Sony A7 V keeps throne atop Japanese sales chart – but this hybrid camera might be a better alternative, even though it didn't make the list

Sony A7 V camera held in a person's hands.

Japanese electronics retailer Yodobashi Camera has released its top-selling camera rankings for the second half of July 2026. The Sony A7 V reigns at the top spot and, for the first time, its kit bundle featuring an FE 28-70mm f/3.5-5.6 OSS II cracked the chart, landing in the tenth spot.

Yodobashi releases its top 10 best-selling cameras report twice monthly, for the first and second halves of each month, compiling sales data from its online store as well as 24 brick-and-mortar locations across Japan.

Positions 2 to 8 remained the same as for the first half of July, with the 100MP medium format Hasselblad X2D II 100C continuing its unexpected Japanese momentum in third place with the renowned Canon EOS R5 II in seventh.

But the dominance of the A7 V, the latest in Sony’s prosumer A7 lineup, is worthy of note. According to Map Camera, another major Japanese retailer, following its release in late 2025 the A7 V “swept through the market,” dominating Map’s charts for 4 months consecutively.

Sony A7 V (Image credit: Gareth Bevan / Digital Camera World)

Yodobashi top 10 digital cameras (second half July 2026)

1. Sony A7 V
2. Sony A7C II kit (FE 28-60mm f/4-5.6)
3. Hasselblad X2D II 100C
4. Sony A7C II
5. Fujifilm X-M5 kit ( XC 15-45mm f/3.5-5.6 OIS PZ )
6. Canon EOS R50 double zoom kit ( RF-S 18-45mm f/4.5-6.3 IS STM + RF-S 55-210mm f/5-7.1 IS STM )
7. Canon EOS R5 Mark II
8. Nikon Z50 II double zoom kit ( Z DX 16-50mm f/3.5-6.3 VR + Z DX 50-250mm f/4.5-6.3 VR )
9. Canon EOS R10 kit ( RF-S 18-150mm f/3.5-6.3 IS STM )
10. Sony A7 V kit ( FE 28-70mm f/3.5-5.6 OSS II )

It’s no wonder Sony has topped sales charts, considering how well the A7 V is geared toward both stills and video.

The hybrid camera features a 33MP partially stacked sensor, up to 30fps blackout-free shooting, 7.5 stops of in-body image stabilization, plus oversampled 4K 60p video with 4K 120p in a Super35 crop.

However, the Sony rig sits at the higher end of the prosumer hybrid setup price range, with an RRP of $2,899 / £2,799 UK / AU$3,999.

Currently a Sony A7 III shooter, I certainly recommend the A7 V – but there’s an alternative that doesn’t appear in Yodabshi’s best-selling list I’d look at before deciding: the Panasonic Lumix S1R II.

Lumix S1R II (Image credit: Gareth Bevan / Digital Camera World)

This is Panasonic’s flagship full-frame mirrorless hybrid, featuring a 44MP sensor, Phase Hybrid AF with AI tracking and internal 8K video recording.

Since moving away from the old Depth From Defocus (DFD) contrast-based AF system to the newer Phase Hybrid AF system, Lumix cameras have seen their performance bolstered and popularity grow.

What’s more, not only do the S1R II’s specs rival the Sony A7 V’s, but it’s a flagship model for just $100 more in the US (£100 less in the UK / AU$1,000 more in Australia). So, just because Lumix doesn’t make Japan’s top-10 sales ranking doesn’t mean it isn’t worth considering.

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