Sony a7 IV body reported at $1,998, $500 off the $2,498 list price
Daily Camera News reported on 15 October 2026 that the full-frame Sony a7 IV body had fallen to $1,998 at B&H Photo on a $500 instant rebate, with the older a7 III listed at $1,398. The outlet said Sony's own US store showed $1,999.99 for the same body, and folded both prices into its Black Friday round-ups three days later. The $1,998 figure rests on that outlet's own check of B&H, whose page could not be fetched to confirm it, but a $500 Sony instant rebate on the a7 IV body is separately documented as running from 2 October 2026.
Reported, not announced. The details below come from press reports rather than a manufacturer announcement.
The details
- Daily Camera News reported on 15 October 2026 that the Sony a7 IV body (ILCE-7M4) had dropped to $1,998.00 at B&H Photo, a $500 cut the retailer listed as an instant rebate against a $2,498 regular price.
- The same report said it separately checked Sony's own US store, which showed the a7 IV body at $1,999.99, about $2 above the B&H figure.
- Amazon and Adorama were named as the other authorised retailers carrying the camera, but only the B&H link pointed to a product listing: the Amazon and Adorama buttons led to search pages, and while the article's title claimed $1,998 "at B&H & Amazon", its body confirmed the price only at B&H.
- The article's comparison table placed the older Sony a7 III at $1,398 as the entry full-frame option, and the publisher's two Black Friday round-ups of 18 October 2026 repeated that $1,398 figure, one of them listing it as $600 off.
- Sony announced the a7 IV on 21 October 2021 at a body MSRP of $2,499, or $2,699 with the 28-70mm kit lens, so the reported $1,998 is about 20 percent below the launch price almost five years later.
- The a7 IV is one generation behind Sony's current model: the company announced its successor, the Alpha 7 V, on 2 December 2025.
- Daily Camera News listed the a7 IV's specification as a 33MP Exmor R BSI CMOS sensor with the BIONZ XR processor, 10-bit 4:2:2 video at up to 4K 60p in Super 35 crop or 4K 30p oversampled from 7K full-frame, a 759-point autofocus system covering 94 percent of the frame, 5.5-stop in-body stabilisation, 10 fps shooting and two card slots, the first of which takes either a CFexpress Type A card or a UHS-II SD card.
- No expiry date was published for the offer; the outlet's Black Friday hub of 18 October 2026 said brand rebates "generally go live the Sunday before Thanksgiving" and run through Cyber Week, and that it refreshes its prices daily.
- The same 18 October round-ups listed concurrent Sony discounts of $500 off the a7R V, $300 off the a7S III, $300 off the ZV-E1, $200 off the original a1, $200 off the FX3 and $100 off the a6700, plus $400 off an a7 IV bundled with the 28-70mm lens, none of them with a stated price.
- As of 19 October 2026 the specific $1,998 B&H figure rests on Daily Camera News alone, across its 15 October alert and its 18 October Black Friday articles: Sony Alpha Rumors, Sony Addict and Photo Rumors carried no post on it, and the B&H, Adorama, Amazon and Sony US product pages could not be fetched to confirm it directly.
- The $500 instant rebate behind that price is independently documented: the Sony dealer The Camera Store lists a $500 instant rebate on the a7 IV body running from 2 October 2026 through 7 January 2027, together with a $400 bundle instant rebate when the FE 24-105mm F4 G OSS lens is bought with the camera.