Most Popular Nikon Z Cameras and Lenses: The Z 24-120mm F4 S Topped 2025 Lens Sales in Japan
Nikon’s best-selling lens isn’t a fast prime or a pro f/2.8 zoom. It’s an f/4 standard zoom that most buyers first meet as a kit lens. In Map Camera’s 2025 ranking, the Tokyo retailer’s list of the year’s best-selling new lenses across all brands, the Nikon Z 24-120mm f/4 S came first. It was also the top-selling used lens. That says a lot about how Nikon shooters work: one good lens, used for everything.
Here’s what Nikon Z owners actually buy, based on Japanese retail rankings from 2025 and 2026, and the combos that make sense.
The cameras
Nikon had about 15 percent of Japan’s mirrorless market in 2025 by BCN’s count, third behind Sony and Canon. Its sales split cleanly in two.
At the low end, the Nikon Z50II was the sixth best-selling mirrorless camera in Japan in 2025, and the Z30 was tenth. Both are APS-C bodies under $1,000, and the Z50II carries the flagship autofocus from the Z8 and Z9.
In full frame, the Nikon Z5II ranked third among new cameras at Map Camera in 2025. It’s the budget body that stopped being a compromise. Above it sit the Z6III, the hybrid mid-range pick, the Z8, the enthusiast’s flagship, and the retro Zf, which sells to people who want dials more than specs.
The lenses
Four Nikkors made Map Camera’s 2025 top ten for new lenses:
The Z 24-120mm f/4 S at number one. It costs about $1,100, weighs 630 grams and goes far enough past 70mm to work as a portrait lens.
The Z 24-70mm f/2.8 S II at number two. Nikon announced it in August 2025 at about $2,800. At 675 grams it’s 130 grams lighter than the first version, with fast VCM autofocus and internal focusing. It’s the new pro standard zoom.
The Z 50mm f/1.8 S at eighth. At $599.95 and 415 grams, it’s one of the sharpest 50mm lenses ever made at its price, and the first prime most Nikon owners buy.
The Z 26mm f/2.8 at tenth. It’s a 125-gram pancake that turns a Zf or Z5II into a small street camera.
Telephoto buyers mostly land on the Z 180-600mm f/5.6-6.3 VR. Travelers pick the Z 28-400mm f/4-8 VR. Third-party options are thinner on Nikon than on Sony, but the Tamron 28-75mm G2 and Tamron 35-150mm are both sold in Z-mount.
Combos that sell
Z5II with the Z 24-120mm f/4 S: the most sensible full-frame kit Nikon sells. Flagship autofocus and one lens that covers almost everything.
Z6III with the Z 24-120mm and Z 180-600mm: the hybrid shooter who also chases birds and kids’ sport.
Zf with the Z 26mm f/2.8 or Z 40mm f/2: the walk-around kit, small enough to carry everywhere. The 40mm costs $299.95 and weighs 170 grams.
Z8 with the Z 24-70mm f/2.8 S II: the working pro’s kit.
Z50II with the Z DX 16-50mm kit zoom: the cheapest good Nikon, and a camera that keeps its autofocus edge over most rivals at the price.
If you’re new to Nikon Z, the pattern in the rankings is the best advice: buy the 24-120mm first, then decide what you’re missing.