Canon
Canon EOS R8 Mirrorless Camera with RF 24-50mm f/4.5-6.3 IS STM Lens
Sale price $1,749.00 Regular price $1,849.00Unit priceCanon
Canon EOS R7 Mirrorless Camera with 18-45mm Lens Content Creator Kit
Regular price $2,249.00Unit priceCanon
Canon EOS R50 Mirrorless Camera (Body Only, White)
Sale price $679.99 Regular price $779.99Unit priceCanon
Canon EOS R5 Mark II Mirrorless Digital Camera with RF 24-105mm f/4L IS USM Lens
Sale price $5,149.00 Regular price $5,649.00Unit priceCanon
Canon EOS R3 Mirrorless Digital Camera (Body Only)
Sale price $4,399.00 Regular price $5,399.00Unit priceCanon
Canon EOS R5 C Mirrorless Cinema Camera Kit with RF 24-105mm f/2.8 L IS USM Z Lens
Sale price $6,899.00 Regular price $8,320.00Unit priceCanon
Canon EOS R5 C Mirrorless Cinema Camera
Sale price $3,899.00 Regular price $4,700.00Unit priceCanon
Canon EOS R5 C Mirrorless Cinema Camera with RF 24-105mm f/4L IS USM Lens
Sale price $5,099.00 Regular price $6,150.00Unit priceDJI
DJI Ronin 4D 4-Axis Cinema Camera 8K Combo Kit with DL PZ 17-28mm T3.0 ASPH Lens
Sale price $12,838.00 Regular price $15,238.00Unit priceSigma
Sigma fp L Mirrorless Digital Camera with EVF-11 Electronic Viewfinder
Regular price $3,299.00Unit priceOlympus
Olympus OM-D E-M10 Mark IV Mirrorless Digital Camera with 14-42mm Lens (Black)
Regular price $899.99Unit priceOlympus
Olympus OM-D E-M10 Mark IV Mirrorless Digital Camera with 14-42mm Lens (Silver)
Regular price $899.99Unit priceHasselblad
Hasselblad 907X Anniversary Edition Medium Format Camera Kit
Regular price $15,100.00Unit priceHasselblad
Hasselblad 907X 50C Mirrorless Medium Format Digital Camera
Regular price $6,399.00Unit price
How to choose a camera
The right camera comes down to what you shoot, how you shoot, and what you're willing to carry. Here's what actually matters — and what doesn't.
Mirrorless or DSLR?
In 2026, mirrorless is the default. Every major manufacturer is pushing R&D into mirrorless — Canon RF, Sony E, Nikon Z, Fujifilm X — while DSLR lineups are mostly stagnant. Mirrorless cameras are smaller, faster, better at autofocus tracking, and better at video. DSLRs still have advantages (optical viewfinders, longer battery life, cheap used market) but new development is on the mirrorless side. Buy DSLR only if you already own EF or F-mount glass and want to stay in that system.
Sensor size matters
Full-frame sensors (Sony A7, Canon R5, Nikon Z6) give you the best low-light performance, shallowest depth of field, and widest field of view per lens. APS-C (Fujifilm X-T5, Sony A6700, Canon R10) is smaller, lighter, and cheaper — and the image quality gap has narrowed dramatically. Micro Four Thirds (Panasonic, OM SYSTEM) is even smaller, great for travel and video. Medium format (Hasselblad, Fujifilm GFX) is for the highest-resolution work — slower, expensive, and overkill for most shooters.
What you actually shoot
Portrait, wedding, or event: full-frame, fast autofocus, dual card slots. Landscape: high-resolution sensor; weather sealing matters more than burst speed. Sports or wildlife: fast tracking AF, high frame rate, telephoto lens compatibility. Video creators: 10-bit recording, IBIS, log color profiles, articulating screen. Travel and everyday: small body, light kit lens, good battery life. Match the camera to your actual shooting, not the spec sheet.
Budget reality check
Body alone is half the story. A $2,000 camera with a $300 kit lens performs worse than a $1,200 camera with a $900 lens. Budget 40–60% of your total spend on glass — lenses outlast bodies and matter more for image quality. Also factor in batteries, memory cards, and a decent bag.
Frequently asked questions
Mirrorless or DSLR in 2026?
Mirrorless, almost always. Manufacturers are concentrating new bodies, new lenses, and autofocus improvements in mirrorless lines. DSLRs are still excellent cameras and you can find great deals on used bodies, but you're buying into a system that's no longer being heavily developed. Pick DSLR only if you already own the lenses.
Full-frame, APS-C, or Micro Four Thirds — which should I choose?
Full-frame for pros and serious enthusiasts who shoot low light, portraits, or want maximum image quality. APS-C for almost everyone else — smaller, lighter, cheaper bodies and lenses, and the image quality is close enough that most people can't tell. Micro Four Thirds for travel-focused shooters and video where small size and stabilization matter more than ultimate low-light performance.
What's a good first camera for beginners?
Sony A6700, Canon R10/R50, Fujifilm X-T5, or Nikon Z50 II are all excellent entry-level mirrorless options. All have good autofocus, good image quality, and access to growing lens systems. Avoid spending too much — a $1,500 starter setup will teach you more than a $4,000 one collecting dust.
Should I prioritize photo or video features?
Be honest about what you actually shoot. Most hybrid cameras handle both well, but if you're heavily photo-focused, prioritize autofocus speed, burst rate, and dynamic range. Heavily video-focused: 10-bit recording, log profiles, IBIS, and recording time limits matter more. If you do both, look for hybrid-labeled bodies (Sony A7 IV, Canon R6 II, Panasonic S5 II).
Should I buy new or used?
Used is often the smartest buy. A 2–3 year old flagship body for half the price beats a new entry-level body in features and image quality. Buy from reputable sources (we stock plenty of certified used gear), check shutter count, and inspect for sensor damage. Lenses age very well — a 10-year-old lens performs identically to a new one.
How much should I spend on my first camera?
$1,000–$2,000 for a body and a starter lens gets you into modern mirrorless with room to grow. Below that, you're looking at older or compact options. Above $3,000, you're spending on features beginners can't fully use yet. Budget extra for lenses, bags, batteries, and cards.
Local to Milwaukee? Stop by our camera store in Oak Creek, WI to compare cameras side by side and find the right body for how you shoot.