Sony Alpha system cameras

Welcome to Alpha Bonus

Buy an Alpha camera and get 100 euros off each of up to three select Sony lenses.

Sony promotional prices

Get up to €300 in cashback and instant discounts on select Sony cameras, lenses, and accessories.

Sony combi discount

Save up to 400€ when you buy a Sony Alpha camera together with a SEL2470GM2 or SEL70200GM2 lens.

Sony student cashback

Get your Sony Student Cashback of up to €500 now on eligible cameras, lenses, and accessories.

Sony Bundle Discount

Save up to €200 when you buy select bundles: Sony Cinema Highlights bundled with select promotional lenses.

Sony warranty

When you purchase select Sony models, you'll receive an additional year of warranty

Self-Portraits in Practice (Laura Zalenga)

What equipment and setup are needed to create creative self-portraits? Laura Zalenga offers a glimpse into her setup and demonstrates how she uses technical tools to bring her concepts to life through photography. She then creates a self-portrait live and explains, step by step, the composition, technical settings, and creative process—from initial preparation to the realization of a visual idea. In doing so, she demonstrates how technical possibilities can be used to bring your own visual ideas to life independently, experimentally, and easily.

Creative Photo Ideas: Self-Portrait Using Tools (Laura Zalenga)

How do creative visual concepts come about, and how can they be brought to life photographically without AI? Through her conceptual self-portraits, Laura Zalenga offers insights into the ideas and processes behind her images. Sample images, behind-the-scenes footage, and personal stories show how initial ideas evolve into unique photographic works through planning and experimentation.

With the Sony FE 400mm F4.5 GM OSS and the Sony FE 600mm F6.3 GM OSS, Sony is introducing two new super-telephoto prime lenses for full-frame cameras. The combination of light weight, fast autofocus, and optical image stabilization is likely to be particularly appealing to wildlife, bird, and sports photographers.

Sony's lightweight 100-400mm f/5.6-8: A telephoto zoom lens you can take with you on your travels!

A focal length of 400 millimeters doesn't necessarily mean a heavy backpack. The new Sony FE 100-400mm F5.6-8 OSS combines a versatile super-telephoto zoom range with a weight of just 654 grams, built-in image stabilization, and fast autofocus. We’ll show you who this compact full-frame telephoto lens is best suited for and what advantages it offers for wildlife photography, sports, and travel.

Sony FX5 Unveiled: 5K, Open Gate, Triple Base ISO!

The new Sony FX5 expands Sony’s Cinema Line with a compact camera packed with powerful professional features. With 5K, Open Gate, internal X-OCN, Triple Base ISO, and 32-bit float audio, it’s designed for filmmakers looking for maximum flexibility in a portable setup. Find out in our blog post what improvements the FX5 offers over the FX3, what features it includes, and who should consider upgrading.

The RX10 lives on. The tried-and-true 24–600 mm lens remains, while autofocus, continuous shooting speed, video capabilities, the viewfinder, and controls have been brought up to modern standards.

Sony Alpha 7 V vs. Alpha 7R VI: A Hands-On Test with Maurice Klaiber

Sony Alpha 7 V or Alpha 7R VI? Landscape and travel photographer Maurice Klaiber (@hoehen_flug) has tested both cameras under real-world conditions—from challenging lighting to subjects with a high level of detail. In this blog post, which includes a video, you’ll learn which features really matter in practice, where the Alpha 7 V shines as an all-around camera, and when it’s worth opting for the high-resolution Alpha 7R VI.

Sony Alpha 7R VI Live Talk: Wildlife, Studio, Video & Wedding

In the live talk from the Sony launch event, Sasan Amir, Luise Blumstengel, Awid Safaei, Ferdaus Nayebi and Klaus Hellmich talk about the Sony Alpha 7R VI and the new 100-400mm f/4.5 GM OSS in practice.