It may have been released all the way back in July 2022, but the Canon EOS R10 remains the best selling camera in Japan. What makes it so popular?
The latest monthly sales figures from BCN Retail in Japan are in, and right at the top of the list is the same camera that was right at the top of the list in November, the Canon EOS R10.
Given the volume of kit that is bought over Black Friday sales and into the holiday season that is a remarkable achievement for a camera that was released four years ago this year. Even more so when you consider the number of excellent cameras that were released in 2025, such as the Nikon ZR, the Sony Alpha 1 II, the Panasonic Lumix S1 II, and others that ship with new technology, the latest AI features, updated vlogging tools, and more.
As Digital Camera World points out, when bundled with the versatile RF-S 18-150mm lens, the EOS R10 provides one of the most complete "do-everything" kits that appeals to both ends of the market; beginners trading up to a mirrorless camera for the first time and seasoned users looking for a second camera to drop into their kit bag.
It might not have the very latest AI toolsets, but it does have Canon's Dual Pixel CMOS AF II system, produces quality oversampled 4K video, has a broad sensitivity range from ISO 100-32000, and has a compact, lightweight body. Flick back through Canon's 2022 launch materials and it is very much being positioned as a 'go anywhere, do anything' hybrid device perfect for travel content creators and the like.
Then there's the price. For $999 users get a lot of camera, thanks to the choice of building it around a 24.2MP APS-C CMOS sensor. Even adding the RF-S 18-150mm lens only takes it up to $1449.
In short, it's all about balance. The EOS R10 hits the price performance ratio right on the sweet spot and provides a lot of quality camera for the money. There's also the safe and reliable aspect to consider, which is especially important for those trading up to a mirrorless hybrid for the first time. Wide lens choice, an established community of users, and a strong ecosystem can count for more than the very latest features. This camera, like all cameras, will eventually become obsolete, but at least you won't be backed into an evolutionary cul-de-sac along the way.
Only three 2025 releases make it on there: the FUJIFILM X-T30 III, the Nikon Z5II, and the Sony a7 V. Possibly the latter is the most impressive of them all, as it was only released in December and has already crashed into the Top 10 at Number 7. Full-frame bodies don't often do that in the current age of APS-C dominance of sales figures, even less so without an accompanying lens in bundle form and coming in at a comparatively hefty $2899 body-only price.
It will be interesting to see if it can maintain its momentum into the New Year. Not to mention if the Canon EOS R10 can stay at, or near, the top of the list as it approaches its fourth birthday.
(Machine translated)