Sony Camera/Lens Pricing Model

Lchueyyy on 05/05/2025 - 15:48

Hi Ozbargainers,

This is for the photo enthusiasts and camera pros. I saw a tasty price for the Sony 85mm 1.4 mk2 at a certain retailer in Sydney on the weekend. The price changed after 2 days and i tried to get the price again through their chat function.

I was told that Sony had made them change their pricing to align with their pricing model. I guess Sony are colluding with themselves to ensure all retailers are selling at a certain point to lower competition and hold their pricing rrps.

I used to work at a Camerahouse back in the day and there were days we sold under our cost to move stock. I guess those days are over if the supplier dictates sell prices.

Thinking out loud here but this probably aligns with Sony closing their physical stores.

Electrical & Electronics Camera Lens Sony

Comments

  • MS Paint on 05/05/2025 - 15:49
    +1

    Plenty of mega manufacturers do this. It's not a Sony® exclusive.

  • saitaris on 05/05/2025 - 16:28
    +3

    Suppliers aren't allowed to dictate or control retail pricing except under limited circumstances.

    Sony can enforce (by way of refusing to supply more stock) a retailer not selling below cost price. Some manufacturers also use an agency model which sidesteps retail price maintenance restrictions as the manufacturer is still the retailer, the storefront itself just takes a commission from each sale (Miele is an example here.)

    A store staff member telling you Sony "made them change their pricing" is either a) wrong, b) confirmation of Sony engaging in illegal activity, c) confirmation Sony are now on an agency model (in which case it's no longer even the store's pricing, it is Sony's pricing) or… probably most likely just a misinterpretation of something less sinister, like for example a rebate ending on that particular lens which supported a lower retail price for a temporary period of time. The store was thus "forced" to increase the price as they could no longer afford to sell it without the rebate.

    A google search of a random lens (16-35 GM 2) shows a fairly broad spectrum of prices out there from authorised retailers right now. Sony themselves are at full price - $3699 - but DCW are $3049, Digidirect $3087 and Camera House $2699. Does not appear to be any collusion or artificial maintenance of price occuring on this particular lens, at least.

    • plmko on 05/05/2025 - 17:48
      +1

      It's just BS spewed by clueless retail workers. It's like the old JB "below cost" rhetoric….below cost but they can still discount, can't make this up.

  • Jimothy Wongingtons on 05/05/2025 - 17:59

    That’s why the ozbargain way is buy first ask questions later (as long as you do your research right)

    • chueyyy on 05/05/2025 - 18:56

      i was going to but got my wisdom teeth out on the Saturday and wasnt sure what the damage was going to be. Pure regret. Getting the wisdom teeth considering they couldnt even get the roots out.

  • Fredfloresjr on 05/05/2025 - 19:00

    Just buy it. Have the first version 85gm for nearly 10 years now and still rock solid. My fave lens ever. Renders so gorgeous.

    I love gm lenses but 85 is my go to lens

    • chueyyy on 05/05/2025 - 19:15

      I just sold my canon 85L 1.2. was a fantastic lens when it hit focus been making due with the 50mm for now. I am going to hold out for EOFY as there is usually some cashback offers with sony

  • bobbified on 06/05/2025 - 02:25

    Doesn't Apple do this?

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