Most Popular Sony E-Mount Cameras and Lenses: The A7 V Tops the Charts and Third-Party Zooms Outsell Sony Glass
Sony led Japan’s mirrorless market for the third year running in 2025, with 29.9 percent of sales in BCN’s point-of-sale count. Its lead over Canon shrank to 2.5 points, but Sony still sells more interchangeable-lens cameras there than anyone, from the cheapest vlogging bodies to the A7 V.
The surprise is in the lenses. Sony’s best-selling lens mount isn’t driven by Sony lenses. On the E-mount, Sigma and Tamron zooms dominate the sales charts. That tells you how most Sony owners build their kits.
The cameras
Sony A7 V: the full-frame hit of 2026. At Map Camera in Tokyo it was the best-selling camera in most months of the year so far, and it sits in BCN’s national top five. Announced in December 2025 at $2,899, it fixed the A7 IV’s cropped 4K and slow readout with a partially stacked sensor.
Sony ZV-E10 II: the second best-selling mirrorless camera in Japan in 2025, behind only Canon’s R50. The original ZV-E10 was fourth, and the older A6400 fifth. Small APS-C bodies are Sony’s volume business.
Sony A7C II: eighth in BCN’s 2025 ranking and a regular in Map Camera’s monthly lists. It’s the full-frame travel body.
Sony A6700: the enthusiast APS-C body, back in the top ten in 2026.
Sony A7 IV: still sold, still recommended, and cheaper now that the A7 V has replaced it.
The lenses
In BCN’s lens rankings for mid-2026, the top spot went to the Sigma 18-50mm F2.8 DC DN for E-mount. Sigma’s 28-70mm F2.8 DG DN for E-mount was third. Tamron took four places in the top ten with the 17-70mm F2.8, the 25-200mm G2, the 70-180mm G2 and the 50-400mm. Sony’s only entry was the APS-C E 70-350mm G. Across 2025, Tamron was Japan’s best-selling lens brand overall, ahead of Sigma and Sony.
The pattern is clear. Sony owners buy the body from Sony and much of the glass from Sigma and Tamron.
APS-C buyers upgrade from the kit lens to the Sigma 18-50mm F2.8 or the stabilized Tamron 17-70mm F2.8. Full-frame buyers pick the Tamron 28-75mm G2 or Sigma’s 28-70mm, then the Tamron 50-400mm for reach.
Sony’s own glass still sells strongly at the top. The FE 24-70mm F2.8 GM II and FE 70-200mm F2.8 GM OSS II were fourth and fifth among new lenses of all brands at Map Camera in 2025. The FE 20-70mm F4 G is the everyday zoom Sony owners recommend most.
Combos that sell
ZV-E10 II with the Sigma 18-50mm F2.8: the best-selling body and lens in their categories, together.
A6700 with the Tamron 17-70mm F2.8: a stabilized all-round APS-C kit for photo and video.
A7C II with the FE 20-70mm F4: the travel kit.
A7 V with the Tamron 28-75mm G2: the value full-frame kit most new A7 V buyers should start with.
A7 V with the 24-70mm GM II and 70-200mm GM II: the professional’s pair.
For full trinity options, see our guides to the G Master trinity and the Sigma and Tamron trinity.