Sony is now the leading full-frame camera brand in the United States, deposing Canon

The A7R III from Sony is one of the most popular full-frame cameras in North America. (Image source: Sony)
The A7R III from Sony is one of the most popular full-frame cameras in North America. (Image source: Sony)
Sony has dethroned Canon as the leading US retailer of full-frame cameras. The milestone will be celebrated with a new "Be Alpha" campaign, which will focus on connecting creatives across North America via social media and pop-up events. It will be interesting to see how Canon and Nikon, the two biggest names in the camera world, will react to the shift.
Sam Medley,

How, oh the mighty have fallen.

Canon is no longer the biggest name in full-frame cameras. Sony announced today that they have overtaken Canon as the leading manufacturer of full-frame interchangeable lens cameras in the US.

Sony attributed this success to the wildly popular α7 III and α7R III full-frame mirrorless cameras, both of which have been selling like hotcakes. (For those not familiar with the term, a “full-frame” camera has a sensor the same size as a single frame of traditional film, 36 mm x 24 mm. Full-frame sensors are typically reserved for higher-tier and professional-grade cameras. The more common APS-C sized sensors, seen in beginner and mid-level cameras, are about 2.5 times smaller than full-frame, measuring 22 mm x 15 mm.)

Sony also announced they have been the leader in mirrorless cameras for the past six years. Mirrorless cameras lack the reflexive lens used in traditional SLR and DSLR cameras and can thus be smaller and quieter than their non-mirrorless counterparts. Sony’s cameras have exploded in popularity over the past few years, and the company has invested heavily in mirrorless technology. Conversely, Canon and Nikon (the two juggernauts of the DSLR world) have treated their mirrorless camera lines as afterthoughts, instead choosing to focus on the traditional DSLR.

To celebrate the milestone, Sony is launching a new “Be Alpha” campaign. The campaign, named after their “Alpha” mirrorless camera brand, aims to connect creatives across the world with community events scheduled around the United States over the next year. The movement will focus heavily on social media influence and spotlighting specific creatives, particularly women. More information on the campaign can be found at

It’ll be interesting to see how Canon and Nikon react to Sony’s triumph in the near future. Nikon has teased higher-grade mirrorless cameras recently, and it looks like the company will renew its focus on the technology. Canon, on the other hand, seems content with its market strategy at the present. Hopefully, it’s not too late for the once-king of cameras to react and reclaim its throne.


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> Notebook / Laptop Reviews and News > News > News Archive > Newsarchive 2018 08 > Sony is now the leading full-frame camera brand in the United States, deposing Canon
Sam Medley, 2018-08-15 (Update: 2018-08-15)
Sam Medley
Sam Medley - Review Editor - @samuel_medley - 1089 articles published on Notebookcheck since 2016
I've been a "tech-head" my entire life. After graduating college with a degree in Mathematics, I worked in finance and banking a few years before taking a job as a Systems Analyst for my local school district. I started working with Notebookcheck in October of 2016 and have enjoyed writing news articles and notebook reviews. My areas of interest include the business side of technology, retro gaming, Linux, and innovative gadgets. When I'm not hunched over an electronic device or writing code for a new database, I'm either outside with my family, playing a decade-old video game, or sitting behind a drum set.