Sony a7 IV deal status right now
The a7 IV body is $1,998 at B&H, marked $500 off its $2,498 price, An October 15 check found the same price at Amazon. B&H’s price tracker (Glass It) records $1,998 as the lowest price since it started in May 2023, and the highest as $2,698. That’s also last Black Friday’s price: Sony’s holiday savings took $700 off $2,698 from November 3, 2025.
B&H also sold it for $1,998 in its July 4 sale, and $1,998 offers were reported in December 2025 and repeatedly in 2026. So $1,998 is the price the a7 IV settles at, not a one-day event. We couldn’t find an end date on the current offer.
It matches the lowest B&H price on record and last year’s Black Friday price, so waiting for November is unlikely to get you more than a bundle. It’s a 2021 camera, though. If you shoot fast action, look at the a7 V ($2,899) instead.
What counts as a good a7 IV price
- $1,998 or lessThe lowest B&H price on record, and last Black Friday’s price. Buy.
- $2,498The price B&H shows as the regular price today. Skip it while $1,998 is available.
- $2,698The regular price before Sony’s rebates last year. Skip it.
Checked October 28, 2026. Sources: Glass It’s B&H price history, Imaging Resource (July 2) and Real Hacker News (October 15). Prices change often, so each button below opens the live listing.
Sony a7 IV key specs
| Sensor | 33MP back-illuminated full-frame Exmor R, BIONZ XR processor |
|---|---|
| Burst | 10 fps with AF, mechanical or electronic shutter |
| Autofocus | 759 phase-detect points, down to -4 EV, Real-time Tracking and Eye AF for humans, animals and birds |
| Stabilization | 5-axis in-body, rated for 5.5 stops |
| Video | Full-width 4K/30 oversampled from 7K, 4K/60 with a Super 35 crop, 10-bit, S-Log3, no recording limit |
| Viewfinder and screen | 3.68M-dot OLED EVF at up to 120 fps, 3.0″ 1.03M-dot vari-angle touchscreen |
| Cards | One CFexpress Type A / SD slot and one SD slot, both UHS-II |
| Battery | NP-FZ100, about 520 shots (DPReview: 520 with the viewfinder, 580 with the screen) |
| Body | Magnesium alloy, 658g with battery and card |
DPReview measured the a7 IV’s electronic-shutter rolling shutter in stills at about 67.6ms, much slower than the Nikon Z6 III’s 14.6ms, so use the mechanical shutter for fast subjects.
Body or kit?
B&H’s page shows the body with no lens at $1,998 and a Basic Bundle (bag, spare battery and card) at $2,024. The bundle is only $26 more, so it’s the better deal if you need those accessories. For a lens, see our Sony lens deals.
Who should buy the a7 IV
Good fit
- Hybrid shooters who want 33MP stills and 10-bit 4K/60 for under $2,000.
- Weddings and events: two card slots and a long battery life.
- First full-frame buyers who want the widest range of E-mount lenses.
- Anyone coming from an a7 III.
Alternatives to compare
Sony a7 V
$900 more$2,899 and not yet on sale. It has a faster partially stacked sensor with 30 fps bursts and pre-capture. See our a7 V tracker.
Nikon Z6 III
$1 lessStill $1,996.95 on the November 2 body page. It has 24.5MP, a 20 fps raw burst and a much faster sensor. See our Z6 III tracker.
Canon EOS R6 Mark II
$1 more$1,999 at B&H, with 24.2MP and two SD slots. See our Canon guide.
Sony a7C II
Smaller$2,498 at B&H for the black body. It has the same 33MP sensor in a compact body, but with one card slot. See our a7C II tracker.
Retailer tips for buying the a7 IV
- B&H: an authorized dealer, and the source of the $1,998 price. Online checkout closes for Shabbat from Friday evening to Saturday night, including Black Friday, so order before Friday evening.
- Amazon: showed $1,998 in our checks, but stock has come and gone. Buy only when the listing is sold and shipped by Amazon.com.
- Adorama: an authorized dealer. Compare any bundle against a plain price cut.
- Cashback: last year Sony added a $50 cashback on the a7 IV through January 1. Check how it is paid before you count on it.
Sony a7 IV Black Friday FAQ
Will the Sony a7 IV be cheaper on Black Friday 2026?
Probably not by much. $1,998 is the lowest B&H price on record and last year’s Black Friday price. Expect bundles, not a lower price.
Is the a7 IV still worth buying with the a7 V out?
Yes, if you don’t shoot fast action. The a7 V is $900 more, and the a7 IV still has 33MP, dual slots and 4K/60 video.
Is the Sony a7 IV or Nikon Z6 III better value?
They cost the same right now. The Z6 III is faster, with a better viewfinder and stabilization. The a7 IV has more resolution, a longer battery life and more lenses.
Does the a7 IV have dual card slots?
Yes: one CFexpress Type A / SD slot and one SD slot, both UHS-II.
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