Will new U.S. tariffs drive up camera prices?

Opinion

Apr 7

It sure looks like the recent U.S. tariffs on imported goods will drive up the cost of cameras and photography gear this year. In early 2025, the U.S. government imposed “reciprocal” import tariffs on key manufacturing countries for cameras, including 24% on Japan, 34% on China, 36% on Thailand, and a hefty 46% on Vietnam.

Major camera brands like Canon, Nikon, Sony (largely based in Japan or manufacturing in Asia) are directly impacted. These tariffs translate into steep price increases for American consumers, since most cameras and lenses are made abroad (and virtually none are made in the U.S. aside from niche brands). In short, U.S. shoppers will soon begin to feel the pinch as camera prices climb.

Higher Prices on Amazon, Walmart, and Other Online Retailers

Consumers are already seeing price hikes on major retail platforms. On Amazon.com, some popular cameras suddenly jumped in price by hundreds of dollars, according to user reports. In one striking example, Sony’s new Alpha 1 Mark II (originally listed at $6,500) was offered by third-party sellers for nearly $10,000 and even sold at that inflated price. This ~50% surge reflected sellers bracing for tariffs by raising prices.

Amazon itself took drastic steps: it canceled existing pre-orders for the Sony A1 II rather than honor the lower pre-tariff price, since its pre-order price guarantee would have forced Amazon to eat the tariff cost. The camera’s Amazon product page was pulled, simply stating “Currently unavailable.”

Other retailers handled things differently. For example, New York City-based B&H Photo stated that any pre-orders already placed would remain “locked” at the original price despite the tariffs, suggesting they or the supplier might absorb the hit on those units.

Brick-and-mortar and big-box retailers like Walmart are likewise warning of price increases. Walmart’s Chief Financial Officer, John David Rainey, cautioned that if the new tariffs are implemented, “there probably will be cases where prices will go up for consumers.” Walmart has vowed to keep “everyday low prices” but acknowledges tariffs make some hikes inevitable. In fact, Walmart and other chains have reportedly been negotiating with suppliers to share the burden of tariffs, though ultimately added costs tend to trickle down to shoppers. Best Buy’s CEO made a similar point, noting that electronics manufacturers will “pass along some level of tariff costs to retailers,” making price increases for American consumers highly likely.

It seems that both online marketplaces and traditional stores are poised to adjust camera pricing upward to offset the tariffs in the short term, either directly on the sticker price or indirectly through halted sales until new pricing is set.

Camera Brands React with Price Increases (and Caution)

Camera manufacturers themselves have started to respond, some by immediately raising U.S. prices and others by adopting a “wait and see” approach. One of the clearest reactions came from Blackmagic Design, the maker of cinema cameras. In April 2025, Blackmagic abruptly hiked the price of its newly announced 12K camera by 32% for the U.S. market from an initial $4,995 up to $6,595, specifically “caused by the new... tariffs.” The company posted an official statement explaining that “most products in the USA have increased” in price due to “new government tariff changes,” emphasizing that only U.S. prices were affected (international prices stayed the same), confirming that the added import taxes are being directly tacked onto U.S. MSRPs for at least some brands.

Other major camera brands have been more tight-lipped publicly, but industry watchers expect price adjustments soon. Many leading companies didn’t comment on tariff impacts when asked by Digital Camera World; Canon, Nikon, Sony, and Panasonic gave no public statements or simply “declined to comment” on whether they’ll raise prices. A few brands offered cautious reassurance. For example, OM System (formerly Olympus) said “as of today, [we have] no plans to increase camera or lens prices due to tariffs”, while acknowledging the situation is evolving and will be monitored closely. In other words, they hope to avoid immediate hikes, possibly selling through existing inventory at pre-tariff prices, but haven’t ruled out changes if costs remain high.

Similarly, DJI (the drone and camera maker) responded that “tariffs are one of several factors” in its pricing strategy and it remains dedicated to offering good value. This corporate speak suggests they will try to maintain stable prices as long as feasible, but it doesn’t guarantee anything. Leica, which manufactures largely in Europe, simply refused to “comment on speculations” about tariffs.

Behind the scenes, however, U.S. distributors and subsidiaries of these brands are almost certainly planning price increases once new stock arrives with tariff costs built-in. Analysts note that in past tariff rounds, companies rarely absorbed the cost themselves; they passed it to consumers whenever possible. We are already seeing projections of what post-tariff pricing might look like: for instance, a Canon EOS R5 Mark II (made in Japan) retailing at $3,999 could jump to roughly $4,959 with a 24% tariff. A mid-range Sony A7 IV assembled in Thailand (around $2,500) might shoot up to about $3,400 after a 36% tariff. And Nikon’s high-demand Z8, made in Thailand, would likely rise from ~$4,000 to around $5,400 in the U.S. once the 36% import tax is applied. Have a look at the table at the bottom of this article for more price comparisons pre and post tariffs.

These are significant $800-$1,400 surcharges on new cameras that U.S. buyers would have to pay. While official MSRP adjustments may lag a bit (as companies sell off pre-tariff stock), consumers should expect newly shipped products to reflect the full tariff costs. In fact, industry expert Thom Hogan predicts that in the short term, pricing will be a bit chaotic as some old models might even drop in price as retailers fire-sale existing inventory, while scarce new models see abrupt increases. But ultimately “if the tariffs stay in effect..., the only choice will be to accept a smaller US market buying at higher prices.”

In other words, brands will settle on higher U.S. prices and possibly sell fewer units, rather than fully eat the tariff hit.

Supply Chain Shifts and Sourcing Strategies Under Tariffs

From the moment these tariffs were announced, camera makers have been scrutinizing their supply chains along with other consumer electronics companies worldwide. Many previously tried to diversify production to guard against trade war uncertainties, with mixed results.

For example, back in 2019 when U.S.–China trade tensions flared, GoPro moved most of its U.S.-bound camera manufacturing out of China to Mexico to avoid expected tariffs. Around the same time, Tamron (a Japanese lens maker) shifted a large portion of its production from China to Taiwan, and also Vietnam, aiming to dodge the higher tariffs that were targeting Chinese-made goods. Those moves paid off in the short term. Now, however, the new tariff policy casts a much wider net, including countries like Mexico, Vietnam and Taiwan. Meaning those previous safe havens may no longer offer relief. Indeed, the U.S. tariffs now hit Vietnam hardest at 46% and also target Malaysia and Taiwan at around 24% in the camera sector. A company that relocated production from China to Vietnam to escape a 7.5% or 15% duty might now be facing a far steeper 46% tariff in Vietnam, an ironic whiplash.

Because the tariffs cover virtually all major camera manufacturing hubs in Asia, there are few easy workarounds left. One theoretical option is to assemble cameras in the United States to avoid import taxes. In practice, that isn’t viable in the short term. Camera manufacturing is highly specialized and often low-volume; building new U.S. factories or assembly lines would be costly and time-consuming. Nikon, for instance, has “no significant US factories” and would find domestic production “impractical [in the] short-term” given the skills and supply chain needed. Other Japanese brands are in the same boat since shifting production location is not like flipping a switch. It requires retooling factories, training workers, and in many cases, relies on a whole ecosystem of suppliers that are clustered in Asia. As Hogan observes, these companies are still unsure how to respond long-term and are “scrambling to just figure out how to survive” this disruption. In the meantime, their strategy may be to prioritize non-U.S. markets (where no new tariffs exist) for new product launches or inventory, since selling in America has suddenly become less profitable. For example, China’s import tariff on cameras from Thailand is only 9%, versus 36% for the U.S., so a brand like Sony or Nikon might allocate more stock to China or Europe and let the U.S. deal with shortages which we may already be seeing with the Sony A1 II delays.

Some companies are finding partial loopholes or at least reducing exposure. Blackmagic Design (though based in Australia) reportedly does some camera assembly in the U.S. for certain models (like its URSA Mini Pro line), which could help those units avoid tariffs. RED Digital Cinema, a high-end brand, manufactures its cameras entirely in California, meaning those U.S.-made cameras face no import tariffs (though they target a specialized market).

Unfortunately, such examples are rare in the consumer photography world as virtually all mainstream camera brands manufacture in Asia or Europe. Thus, most brands have little choice but to either raise U.S. prices or absorb a hit to their profit margins. So far, the pattern suggests they will raise prices. Even the aforementioned OM System, which initially said it wasn’t planning price increases, is manufacturing most of its gear in Vietnam (a 46% tariff zone) so maintaining prices would mean absorbing a huge cost, an unlikely scenario for long. Indeed, one OM System lens that was ~$2,000 could theoretically jump to ~$2,900 with a 45% Vietnam tariff if costs are passed straight through. The pressure on supply chains is immense, and unless the tariff policy changes, companies will be forced to either shift production again (to somewhere not tariffed, which is increasingly difficult), or more simply, adjust their U.S. pricing and sourcing strategies to account for the import taxes.

Why Tariff Origin Matters: Country-Specific Impacts on Camera Prices

These tariffs are country-specific, so the exact price increase on a camera depends on where it was made. The camera industry’s global supply chain means different models incur different tariff rates. For example:

Made in Japan (24% tariff): High-end cameras from Canon, Nikon, or Fujifilm’s Japan factories face about a 24% import tax. In practical terms, a $4,000 body made in Japan now carries roughly $960 in tariffs, likely boosting its retail price to around $4,959. Even a compact lens or accessory from Japan will see a similar ~24% uptick in cost for U.S. buyers
Made in Thailand (36% tariff): Many mid-range DSLRs and mirrorless models are assembled in Thailand (a major production base for Nikon and Sony). These now incur a 36% tariff, one of the highest rates. A camera that used to sell for $2,500 might leap to approximately $3,400 once the tariff is added. For instance, the Sony A7 IV and Nikon Z8 (both made in Thailand) would see around one-third higher prices in the U.S. if fully passed on
Made in China (34% tariff): A substantial amount of photography gear (especially entry-level cameras, action cams, drones, and many third-party lenses and accessories) is made in China. These products face about a 34% tariff. A popular fixed-lens camera like the Fujifilm X100 series (made in China) could go from $1,600 to roughly $2,140 with the tariff added. Likewise, a Chinese-made third-party lens listed at $850 might end up around $1,140 after 34% duties
Made in Vietnam (46% tariff): Vietnam has become a production hub for some brands (for example, certain OM System/Olympus and Tamron products). But under the new rules, Vietnam faces the steepest tariff: 45–46%. This means nearly half of the product’s value is added as tax. A $2,000 item from Vietnam could cost close to $2,900 post-tariff. This high tariff ironically penalizes companies that moved production to Vietnam in recent years to avoid Chinese tariffs.
Made in Europe (20% tariff): Even gear from Europe isn’t spared; there’s roughly a 20% tariff on imports from the EU. Luxury brands like Leica (which manufactures in Germany and Portugal) fall in this category. A $9,000 Leica M11 camera would incur about $1,800 in tariffs, potentially pricing it around $10,800. (For context, there was previously no import duty on digital cameras from most countries, so this 20% is a new surcharge in the U.S. market.)

Where a camera is made now has a huge impact on its U.S. price. The industry’s existing manufacturing footprint happens to be concentrated in the very countries now subject to tariffs. That means nearly every new camera or lens hitting U.S. shelves in 2025 will include some tariff cost built into the price, ranging from +20% at best (if made in Europe or South Korea) up to +45% (if made in Vietnam). Companies cannot easily circumvent these country-specific tariffs without overhauling their supply chains yet again – a process that could take years, if it’s even feasible. In the meantime, U.S. consumers shopping for photography gear will see the effect clearly in their wallets.

Possible Camera Price Increase Chart

Camera Model	Current Price (USD)	Final Assembly Country	Tariff Rate (%)	Est. Post-Tariff Price (Low)	Est. Post-Tariff Price (High)	Check Price on Amazon
Canon EOS Rebel T7	$549	Japan	24%	$680	$710	Check Price
Canon EOS R100	$479	Japan	24%	$594	$615	Check Price
Canon EOS R50	$679	Japan/Thailand	24–36%	$841	$923	Check Price
Nikon Z30	$656	Thailand	36%	$892	$920	Check Price
Nikon Z5	$996	Thailand	36%	$1,354	$1,390	Check Price
Sony ZV-E10	$698	China	34%	$935	$960	Check Price
Sony A6400	$898	Thailand	36%	$1,220	$1,255	Check Price
Sony A7 IV	$2,498	Thailand	36%	$3,397	$3,450	Check Price
Panasonic Lumix G100	$747	China	34%	$1,001	$1,030	Check Price
Panasonic Lumix G9 II	$1,897	China/Thailand	34–36%	$2,542	$2,580	Check Price

Outlook for Consumers

For photographers and consumers, the bottom line is that cameras and lenses are getting more expensive in the U.S. due to these tariffs. We are already witnessing the first waves of increases on both online platforms and in-store. Industry veterans point out that once prices go up, they “rarely tend to come back down.” In other words, even if tariffs are rolled back in the future, don’t count on companies lowering prices equivalently – they may stick with the higher pricing. In the short term, there may be a brief window where you can still find gear at pre-tariff prices (while old stock lasts or if retailers run promotions). In fact, some older models in stock might temporarily drop in price or see discounts as retailers clear inventory, which could be a strategic opportunity for buyers. However, for new and upcoming models, delaying a purchase will likely mean paying more. As one analysis put it, “if you’re eyeing a purchase, sooner might be cheaper than later” given the inevitability of price hikes once tariffed stock arrives.

Consumers might also adapt by turning to the used market or older gear as new product prices soar. We could see increased demand for second-hand cameras and lenses, or people holding onto their existing equipment longer instead of upgrading frequently. In the long run, camera makers will adjust – they have weathered crises and supply disruptions before, from natural disasters to pandemics. The photo industry is adept at innovation and may find ways to add value or restructure offerings to keep people buying. But in the near term, Americans should brace for 20–40% higher costs on most camera equipment. The new tariffs have effectively added a “tax” on our hobby and profession, and as usual American consumers ultimately pay the cost of tariffs.

The new U.S. tariffs are reshaping the camera market by pushing prices upward across the board. Major retailers like Amazon and Walmart are adjusting pricing strategies, and while camera brands have been cautious publicly, the economics dictate that U.S. prices must rise to offset the import taxes. Supply chains that once pivoted to avoid tariffs are now strained as nearly all production countries are affected. For now, photographers in the U.S. should stay informed and plan purchases wisely – it may make sense to buy sooner or consider alternative gear options as the full impact of these tariffs materializes in the coming months. Higher prices are the new normal for camera gear in America, at least for the duration of this trade policy