The results from the BCN Retail annual report are finally in. For those who follow the Japanese market, these rankings are the gold standard for understanding consumer trends. BCN collects data from roughly 40 percent of the Japanese retail market, offering a clear picture of what photographers are actually buying.
Canon EOS R50 and Sony ZV-E10 II sits at the top of 2025 Best Sellers List in Japan
In 2025, the market narrative centered on compact power and the ongoing dominance of APS-C sensors. Sony and Canon remain in a fierce battle for the top spot. The Canon EOS R50 took the crown this year, followed by the Sony ZV-E10 II, the Canon EOS R10, and the original ZV-E10. While full-frame flagships often capture the headlines, the Japanese public continues to prioritize portability and value. The Sony A7C II was the only full-frame model to break into the list, landing at number eight. Nikon managed to place two models in the top ten, while Fujifilm and Olympus only secured one each.
The Top 10 Breakdown
The list for 2025 shows a fascinating mix of brand loyalty and the rise of content-creator focused gear.
- Canon EOS R50 - AMAZON / B&H PHOTO
- Sony ZV-E10 II - AMAZON / B&H PHOTO
- Canon EOS R10 - AMAZON / B&H PHOTO
- Sony ZV-E10 - AMAZON / B&H PHOTO
- Sony α6400 - AMAZON / B&H PHOTO
- Nikon Z50 II - AMAZON / B&H PHOTO
- Fujifilm X-M5 - AMAZON / B&H PHOTO
- Sony α7C II - AMAZON / B&H PHOTO
- Olympus PEN E-P7 - AMAZON / B&H PHOTO
- Nikon Z 30 - AMAZON / B&H PHOTO
Find a comparison table of these 10 cameras below for further evaluation:
| FEATURE and SPECS COMPARISON | |  |  |  |  |  |  |  |  |  |  |
| Model | Canon EOS R50 | Sony ZV-E10 II | Sony ZV-E10 | Canon EOS R10 | Sony Alpha a6400 | Nikon Z50 II | Fujifilm X-M5 | Nikon Z30 | Olympus PEN E-P7 | Sony Alpha A7C Mark II |
| Sensor Resolution | 24.0 MP | 26.0 MP | 24.0 MP | 24.0 MP | 24.0 MP | 21.0 MP | 26.0 MP | 21.0 MP | 20.0 MP | 33.0 MP |
| Announced Date | 2023-02-08 | 2024-07-10 | 2021-07-30 | 2022-05-24 | 2019-01-15 | 2024-11-07 | 2024-10-14 | 2022-06-29 | 2021-06-09 | 2023-08-29 |
| Camera Type | Entry-Level Mirrorless | Entry-Level Mirrorless | Entry-Level Mirrorless | Entry-Level Mirrorless | Advanced Mirrorless | Entry-Level Mirrorless | Entry-Level Mirrorless | Entry-Level Mirrorless | Entry-Level Mirrorless | Advanced Mirrorless |
| Sensor Type | CMOS | BSI-CMOS | CMOS | CMOS | CMOS | BSI-CMOS | X-Trans CMOS 4 | CMOS | CMOS | BSI-CMOS |
| Sensor Size | APS-C | APS-C | APS-C | APS-C | APS-C | APS-C | APS-C | APS-C | Four Thirds | Full frame |
| Sensor Sensitivity | ISO 100 - 32000( expands to 100-51200) | ISO 100 - 32000( expands to 50-102400) | ISO 100 - 32000( expands to 51200) | ISO 100 - 32000( expands to 100-51200) | ISO 100 - 32000( expands to 102400) | ISO 100 - 51200( expands to 204800) | ISO 160 - 12800( expands to 80 - 51200) | ISO 100 - 51200( expands to 204800) | ISO 200 - 25600( expands to 100) | ISO 100 - 51200( expands to 50 - 204800) |
| Lens Mount | Canon RF | Sony E | Sony E | Canon RF | Sony E | Nikon Z | Fujifilm X | Nikon Z | Micro Four Thirds | Sony E |
| Image Stabil. | Digital only | Digital only | Digital only | Digital only | No | Digital only | Digital only | Digital only | Sensor-shift ( up to 4.5 stops) | Sensor-shift ( up to 7.0 stops) |
| Eye Tracking Focus | | | | | | | | | | |
| Weight | 375g | 377g | 343g | 426g | 403g | 550g | 355g | 405g | 337g | 514g |
| Dimensions | 116 x 86 x 69mm | 121 x 68 x 54mm | 115 x 64 x 45mm | 122.5 x 87.8 x 83.mm | 120 x 67 x 60mm | 127 x 97 x 67mm | 112 x 67 x 38mm | 128 x 74 x 60mm | 118 x 69 x 38mm | 124 x 71 x 63mm |
| Weather Sealing | | | | | | | | | | |
| Focus Points | 651 | 759 | 425 | 651 | 425 | 209 | 425 | 209 | 121 | 759 |
| Animal Eye Tracking | | | | | | | | | | |
| Focus Stacking | | | | | | | | | | |
| Focus Bracket | | | | | | | | | | |
| Minimum Shutter | 30 sec | 30 sec | 30 sec | 30 sec | 30 sec | 900 sec | 900 sec | 30 sec | 60 sec | 30 sec |
| Maximum Shutter | 1/4000sec | 1/4000sec | 1/4000sec | 1/4000sec | 1/4000sec | 1/4000sec | 1/4000sec | 1/4000sec | 1/4000sec | 1/4000sec |
| Continuous Drive | 12.0fps | 11.0fps | 11.0fps | 15.0fps | 11.0fps | 11.0fps | 8.0fps | 11.0fps | 8.7fps | 10.0fps |
| Built-in Flash | | | | | | | | | | |
| Max Video Reso | 3840 x 2160 | 3840 x 2160 | 3840 x 2160 | 3840 x 2160 | 3840 x 2160 | 3840 x 2160 | 6240 x 4160 | 3840 x 2160 | 3840 x 2160 | 3840 x 2160 |
| Video fps at Max | 30p,24p | 60p,30p,25p,24p | 30p,25p,24p | 60p,30p,24p | 30p,24p | 60p,30p,25p,24p | 30p,25p,24p,23.98p | 30p,25p,24p | 30p,25p,24p | 60p, 50p,48p, 30p, 25p, 24p |
| Video Formats | MPEG-4, H.264, H.265 | MPEG-4, XAVC S, H.264 | MPEG-4, XAVC S, H.264 | MPEG-4, H.264, H.265 | MPEG-4, H.264, XAVC-S | MPEG-4, H.264, H.265 | MPEG-4, H.264, H.265 | MPEG-4, H.264 | MPEG-4, H.264 | MPEG-4, XAVC S, H.264 |
| UHS Support | UHS-I | UHS-II | UHS-I | UHS-II | UHS-I | UHS-II | UHS-I | UHS-I | UHS-II | UHS-II |
| Battery Life | 370 | 610 | 440 | 450 | 410 | 250 | 330 | 330 | 360 | 540 |
| Battery Model | LP-E17 | NP-FZ1000 | NP-FW50 | LP-E17 | NP-FW50 | EN-EL25a | NP-W126S | EN-EL25 | BLS-50 | NP-FZ100 |
| RAW Video | | | | | | | | | | |
| Webcam | | | | | | | | | | |
| Anti Flicker | | | | | | | | | | |
| Microphone Port | | | | | | | | | | |
| Headphone Port | | | | | | | | | | |
| Wifi | | | | | | | | | | |
| Weather Sealing | | | | | | | | | | |
| Timelapse | | | | | | | | | | |
| Screen Type | Fully articulated | Fully articulated | Fully articulated | Fully articulated | Tilting | Fully articulated | Fully Articulated | Fully articulated | Tilting | Fully articulated |
| LCD Size | 3.00" | 3.00" | 3.00" | 3.00" | 3.00" | 3.20" | 3.00" | 3.00" | 3.00" | 3.00" |
| Screen dots | 1620000 | 1040000 | 920000 | 1040000 | 921600 | 1040000 | 1040000 | 1040000 | 1040000 | 1030000 |
| Touch Screen | | | | | | | | | | |
| Viewfinder | | | | | | | | | | |
| NFC | | | | | | | | | | |
| Selfie Friendly Screen | | | | | | | | | | |
| AF Joystick | | | | | | | | | | |
| Bluetooth | | | | | | | | | | |
| Gyro data Stabilization | | | | | | | | | | |
| Vehicle Tracking | | | | | | | | | | |
| Price | Amazon, B&H Photo | Amazon, B&H Photo | Amazon, B&H Photo | Amazon, B&H Photo | Amazon, B&H Photo | Amazon, B&H Photo | Amazon, B&H Photo | Amazon, B&H Photo | Amazon, B&H Photo | Amazon, B&H Photo |
