Brands · 9 systems

Which brand is right for you?

What each brand is known for, what it offers today, where it's heading, and the trade-offs. Cheapest prices come from the database on this site.

Canon

34 cameras here

Cameras since 1934; EOS autofocus system since 1987

Mounts
RF (full frame), RF-S (APS-C); EF/EF-S DSLRs
Known for
The world's best-selling camera brand. Dominated DSLRs with EF lenses and Dual Pixel autofocus, and is known for pleasing skin tones and friendly handling.
Today
The R system runs from the R100 to the R1, with excellent subject tracking, strong low-light full frame and a big Cinema EOS video line.
Heading
Steadily filling the RF lens range. Video-hybrid bodies such as the R6 Mark III and open-gate recording, and gradually letting Sigma and Tamron make autofocus RF lenses.
Pluses
  • Easy menus and ergonomics
  • Huge new and used lens choice; EF adapts to RF
  • Great skin tones and AF
Downsides
  • Fewer third-party RF lenses than Sony
  • APS-C RF-S lenses still limited
  • L lenses are expensive
Cheapest here: EOS 2000D from £194Newest: EOS R6 Mark III (2025)

Nikon

22 cameras here

F mount since 1959; Z mount since 2018

Mounts
Z (full frame and DX); F-mount DSLRs
Known for
Rugged pro DSLRs for sport, news and wildlife. Superb ergonomics, weather sealing and some of the sharpest lenses available.
Today
The Z range shares autofocus from the flagship Z9 down to the Z50 II. Very sharp S-line lenses and great value long zooms such as the 180-600.
Heading
Nikon bought cinema brand RED in 2024, so expect stronger video. Faster partially stacked sensors are reaching cheaper bodies.
Pluses
  • Best-in-class handling and viewfinders
  • Wide Z mount allows great lens designs
  • FTZ adapter keeps F lenses useful
Downsides
  • Smaller third-party AF range than Sony
  • DX (APS-C) lens line is thin
  • Some bodies are heavier
Cheapest here: D3500 from £79Newest: Z5 II (2025)

Sony

26 cameras here

Built on Minolta's camera business (2006); first full-frame mirrorless with the A7 (2013)

Mounts
E mount (APS-C and full frame)
Known for
Pushed the whole industry to mirrorless. Sony makes sensors used by many other brands and leads on autofocus tracking.
Today
The biggest lens ecosystem in mirrorless, with Sony G Master lenses plus Sigma, Tamron, Samyang and Viltrox. Strong video through the FX and ZV lines.
Heading
AI-processor autofocus everywhere, global and stacked sensors (A9 III, A1 II), and lighter second-generation G Master lenses.
Pluses
  • Widest lens choice, incl. cheaper third-party
  • Market-leading AF tracking
  • Compact full-frame bodies
Downsides
  • Menus and small grips on compact bodies
  • Older bodies have slow readout
  • GM lenses are costly
Cheapest here: Alpha A7 III from £339Newest: Alpha A7 V (2025)

Fujifilm

28 cameras here

Film manufacturer since 1934; X series since 2011

Mounts
X mount (APS-C); GFX (medium format)
Known for
Colour science drawn from its own film stocks (Provia, Velvia, Classic Chrome, Acros) and retro bodies with physical dials.
Today
40MP and stacked 26MP APS-C sensors, film simulations and recipes, plus GFX medium format for those who want more than full frame.
Heading
Leaning into style-led cameras (X-M5, X-E5, X half) alongside pro APS-C, and GFX bodies becoming more affordable.
Pluses
  • Best straight-out-of-camera colour
  • Tactile dials and design
  • Excellent compact APS-C lenses
Downsides
  • No full-frame option
  • First-party lenses are pricier
  • Action AF historically behind Sony and Canon
Cheapest here: X-T30 from £229Newest: X-E5 (2025)

Panasonic

22 cameras here

Lumix since 2001; co-founded Micro Four Thirds (2008); L-Mount Alliance (2018)

Mounts
L-Mount (full frame), Micro Four Thirds
Known for
The GH series made Panasonic the hybrid video specialist, with class-leading stabilisation and professional recording formats.
Today
Phase-detect autofocus since the S5 II ended its old weakness. Compact full frame (S9) and stabilised MFT bodies such as the G9 II.
Heading
Small, creator-focused full frame bodies, in-camera LUTs and real-time looks. The L-Mount Alliance with Leica and Sigma keeps expanding lenses.
Pluses
  • Superb IBIS and video tools
  • Sigma and Leica lenses on L-Mount
  • Value-priced bodies
Downsides
  • Older bodies' contrast AF hunts
  • L-Mount lens choice smaller than Sony
  • Bodies can be bulky for the sensor
Cheapest here: Lumix G100 from £234Newest: Lumix S1R II (2025)

OM System

13 cameras here

Olympus OM film cameras from 1972; Olympus imaging became OM Digital Solutions in 2021

Mounts
Micro Four Thirds (shared with Panasonic)
Known for
Small, tough cameras with the best image stabilisation in the industry and clever computational modes.
Today
Stacked-sensor bodies with bird detection, IP53 sealing, Live ND, hand-held high-res and focus stacking. Compact long lenses make wildlife kits light.
Heading
More computational photography and retro-styled bodies (OM-3), while staying a smaller specialist brand.
Pluses
  • Lightest wildlife and hiking kits
  • Built-in ND and high-res tricks
  • Weather sealing you can trust
Downsides
  • Smaller sensor in low light
  • Less background blur
  • Smaller company, slower release cadence
Cheapest here: Olympus PEN E-P7 from £179Newest: OM-5 Mark II (2025)

Pentax

7 cameras here

Asahi Pentax since 1952; K mount since 1975; now part of Ricoh

Mounts
K mount (DSLR, APS-C and full frame)
Known for
The last brand fully committed to DSLRs. Rugged sealing, in-body stabilisation, and Astrotracer for star-tracking without a mount.
Today
K-1 Mark II and K-3 Mark III DSLRs, plus the Ricoh GR compacts and a return to film cameras.
Heading
Staying with optical viewfinders and film; not entering the mirrorless race.
Pluses
  • Optical viewfinder purists' choice
  • Astrotracer and pixel shift
  • Excellent sealing; old lenses still fit
Downsides
  • Slower autofocus and weak video
  • Small new-lens range
  • Limited used stock
Cheapest here: KP from £464Newest: K-3 Mark III Monochrome (2023)

Hasselblad

6 cameras here

Founded in Sweden in 1941; the V-system film cameras went to the Moon in 1969; majority owned by DJI since 2017

Mounts
XCD (digital medium format, since 2016); H system (medium-format DSLR, discontinued); V system (film, takes the CFV digital back)
Known for
Medium-format image quality, Hasselblad Natural Colour Solution and spare Scandinavian design.
Today
The X2D II 100C and 907X bodies with compact XCD V lenses, bringing 100MP to cameras smaller than many full-frame pro bodies.
Heading
Faster autofocus, more compact medium format, and the Hasselblad colour brand on DJI drones and partner phones.
Pluses
  • 100MP medium format with superb colour
  • Beautiful, minimalist handling
  • Leaf-shutter lenses sync flash at any speed
Downsides
  • Very expensive bodies and lenses
  • Slower AF and bursts than full frame
  • Small lens range, no weather sealing on X2D
Cheapest here: X1D-50c from £1,069Newest: X2D II 100C (2025)

Leica

14 cameras here

Leica I in 1925 made 35mm photography mainstream; M rangefinder since 1954

Mounts
M (rangefinder, since 1954); L-Mount (SL full frame and CL/TL APS-C; co-founder of the L-Mount Alliance); S (medium-format DSLR, now discontinued)
Known for
Hand-built cameras, legendary lens rendering and the rangefinder way of shooting.
Today
M11 rangefinders, the SL3 on L-Mount, Q3 fixed-lens compacts and the M EV1, an M with an electronic viewfinder.
Heading
Bridging tradition and technology: EVF M bodies, Leica Looks colour profiles, and shared L-Mount development with Panasonic and Sigma.
Pluses
  • Exceptional lenses and build
  • M lenses hold value remarkably well
  • L-Mount opens Sigma and Panasonic lenses
Downsides
  • Highest prices in this guide
  • M bodies are manual focus only
  • No in-body stabilisation on M
Cheapest here: TL2 from £734Newest: SL3-S (2025)