Pentax increases lens prices, reduces camera prices, introduces new instant savings

Old Price
New Price
DA 14mm f/2.8 $710 $950 $240
FA 35mm f/2 $400 $600 $200
FA 43mm f/1.9 Limited $585 $750 $165
D FA 50mm f/2.8 Macro $450 $600 $150
FA 50mm f/1.4 $360 $450 $90
FA 77mm f/1.8 Limited $800 $1050 $250
DA 10-17mm f/3.5-4.5 $530 $650 $120
DA 12-24mm f/4 $730 $900 $170
DA 17-70mm f/4 $490 $600 $110
DA 55-300mm f/4-5.8 $370 $400 $30

PentaxForums reports about another Pentax lens price increase. It seems that the new prices are already in effect at AdoramaAmazon and B&H will probably update them in the next few hours. Pentax already had price hikes in 2012 and back in 2009.

At the same time Pentax US introduced new instant rebates on those lenses (when purchased with Pentax DSLR):

Pentax US also reduced the price of those cameras:

Here is the full press release:


ILC cameras, compact cameras and lenses available at reduced prices through a variety of promotions

Denver, CO (May 1, 2013) — To celebrate National Photo Month in May, PENTAX RICOH IMAGING AMERICAS CORPORATION  has announced significant savings on numerous products. The variety of promotions includes several price drops and consumer instant rebates enhancing PENTAX’s already competitive offering of ILC cameras, compact cameras and lenses.
Photographers can save $100 with an instant rebate on the purchase of the highly-acclaimed K-5 II body or kit during the month of May 2013 or the weather-sealed, coldproof and dustproof K-30 body or kit during May and June 2013.

Customers who buy more can save more.  Purchases of any current K-mount camera body or kit will receive instant rebates on several PENTAX lenses:
- PENTAX DA 35mm F2.4 - $70.00 instant rebate
- PENTAX DA 50mm F1.8 - $130.00 instant rebate
- PENTAX DA 10-17mm F3.5-4.5 - $200.00 instant rebate
- PENTAX D FA 50mm F2.8 macro - $150.00 instant rebate
These rebates are valid from May 1, 2013 through July 31, 2013.

PENTAX has also issued a $50.00 instant rebate for the PENTAX DA 50-200mm F4-5.6 ED WR.  This rebate is valid during the month of June 2013.

In addition, a $50.00 instant rebate on the purchase of the MX-1 advanced compact is available in May 2013 as well as a $50.00 instant rebate on the rugged WG-3 and WG-3 GPS valid in the months of May and June 2013.

Finally, beginning May 1, 2013 the price of the medium format 645D will drop from $8799.95 to $6,999.95 – an $1800.00 savings. Additionally, the price of the PENTAX Q10, the world’s smallest interchangeable lens camera will be reduced by $100.00 from $599.95 to $499.95.  The PENTAX X-5 bridge camera will also be reduced in price from $279.95 to $229.95

To learn more about PENTAX products or for more information on all of the cameras and lenses included in this promotion, please visit:

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  • WTF ?! prices keep going up 🙁
    It’s like screaming : buy second hand lens only !

  • DP

    They keep doing that, but prices drift down.

  • anon

    its actually an interesting strategy…lower the price of the camera will bring more customers into your ecosystem…while increasing the price of the lenses will take more from them.

    • aekn

      Most buyers don’t invest in more than the kit lens, though.

      • anon

        eitherway the barrier of entry is lowered, i’m sure the margins off the lenses from those who do buy will offset it

  • Rock Kenwell

    Who do they think they are? new buyer will think Pantec lens are so expensive, just stick with nikon and canon for the almost identical price with lots of reseller on craigslist.

  • MrBig

    Poor Pentax.

  • Former Pentaxian

    I’ve been debating about either upgrading my K-r and getting some more lenses, or switching to micro 4/3rds when the OM-D EM-5 successor comes out. Thanks for making the choice easy for me, Pentax!

  • Павел

    stupid step… I have before 40mm limited (~$400) and now get a canon 40mm STM ($170). I like much better the last one. Minimum CAs, great sharpness f2.8, GOOD bokeh (not worse than 40lim) and 40stm are a FULL FRAME lens… Why people should buying Pentax and Pentax lenses ? And now, price high… Looks like Pentax live in other planet.

    • Z.T.

      Pentax DA40 Ltd is a full frame lens too. And is better than Canon’s 40mm, sorry.

      • Павел

        No! On FF corners are very blur. I saw shots on film. Its not a line of FF lenses. Look at 43mm lim – different story.

        And in what exactly 40lim better 40stm ??

  • Greg Heller

    With in camera stabilization your lenses should be cheaper than other brands — Way to drive your users to third party brands.

  • Velky ony

    good time to sell all gear

  • Z.T.

    This is Pentax USA. For ages Pentax USA was, in absence of a better word, stealing customers from other Pentax national distributors because of the very unfair pricing. Now they have finally levelled up across the board. And even with price rises, Pentax glass is *cheaper* than equivalent Nikon’s or Canon’s glass.

    But it would a miracle if online trolls would do their homework and check … it’s easier to rant mindlessly, and pay Nikon and Canon tax through the nose … 😉

    • Павел

      Yeah! No one can make some good lens with price in $1000 but only pentax.

      Look around! Try to read tests. Many fixes by CZ, Canon and Nikon are better for 1k+. This price totally unfair, and don’t care where is it.

  • Pablo Ricasso returned

    Wow and we all forgot the 645 pound elephant in the room…

  • Crusty

    How to destroy your customer base

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