BCN Japan has released sales data for the whole of 2025 – revealing the top selling brands in the camera market when it comes to the Japanese market. It gives us an insight that is hard to find elsewhere, with there being a clear winner in the lens/optics market that may come as a surprise.
It’s not Canon, Nikon, or Sony, but instead a third-party brand, with Tamron coming in at first place, with 23% market share. Following Tamron in 2nd place is Sigma with 17.8% market share, and in third place we find the first main camera brand manufacturer, with Sony having 13.1% of the market share.
For those of you who are good with numbers, you might have realised this only represents 53.9% of the market, so there’s still a lot of the market left for other brands. Unfortunately, BCN Japan only share the top three brands. Looking back at the BCN Awards history, Tamron have been in the number one position for a number of years now, with Canon in number 1 place back in 2023.
It’s worth noting who Tamron make lenses for, with the lenses being available in Sony E, Nikon Z, and Canon RF-mount (but only APS-C), meaning they are available for the big three camera brands.
The changes in who is at number 1 could be a reflection of the times, as Tamron lenses are often priced much more competitively compared to main brands. This could be due to cost of living increases affecting many people, but perhaps it’s also a reflection of the market in Japan, which isn’t in the strongest position currently.
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- GOPRO has lost the action camera market, with these two companies winning
Source BCN Japan (use a web browser with built-in translation if you want to head over and take a look) – BCN Inc are based in Tokyo and are a market research firm that collects POS (Point of sale) data from an estimated 40-60% of Japanese retailers.
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