Canon EOS R10 keeps outselling Sony A7 V in Japan’s camera rankings

The Canon EOS R10 is doing something that should make spec-sheet chasers pause: the four-year-old APS-C body kept the No. 1 spot in Japan’s BCN+R mirrorless rankings, while Sony’s newer full-frame α7 V landed all the way down at No. 8. In the week of March 16-22, 2026, the R10’s RF-S18-150 IS STM kit led a chart built from daily sales data across major Japanese retailers and online stores, which makes the result less like a marketing claim and more like a live read on what people are actually buying.

That gap says a lot about the market in 2026. Canon announced the EOS R10 on May 24, 2022, and released it in Japan in July 2022 as one of its first APS-C EOS R-series cameras for hobbyists and general photography enthusiasts. It is not the newest body in the room, and it is certainly not the most ambitious on paper. But it keeps beating a higher-end full-frame camera because buyers seem to care more about a camera that is easy to understand, easy to carry, and easier to afford than one that simply looks stronger in a product briefing.

Canon’s own product pages help explain why the R10 still has legs. It offers burst shooting at up to about 15 frames per second with the mechanical shutter or electronic first curtain, and up to about 23 frames per second with the electronic shutter. It also uses subject-detection autofocus for people, animals and vehicles, which gives the camera real-world appeal for family shooters, travel photographers and anyone trying to catch motion without stepping into a more expensive system.

The R10’s success is part of a wider Canon story in Japan. In the same BCN+R top 10, the EOS R50 appeared three times, including a version that inherits the R10’s subject-detection AF and adds more beginner-oriented auto shooting features. Sony’s α6400 also held on in the rankings, but the spread of Canon bodies near the top suggests that value, familiarity and a clear ladder into the RF-S system are winning out over one flagship-style leap.

BCN’s 2025 market-share awards underline how tight the fight remains. Sony led the mirrorless category with 29.9 percent, and Canon followed at 27.4 percent. That is a competitive market, not a runaway. Still, the sales chart is telling a simpler story on the ground in Japan: the model that keeps moving is not always the most advanced one. In this case, the camera that feels approachable, proven and priced for real people is the one doing the heavy lifting.