Digital Imaging Reporter’s 7th Retailers’ Choice Awards

Digital Imaging Reporter’s 7th Retailers’ Choice Awards

Photo Retailers Vote on the Best Imaging Gear for 2021


We are pleased to announce the results of Digital Imaging Reporter’s 7th Retailers’ Choice Awards. The awards highlight the imaging products favored in our online survey of nationwide photo specialty retailers.

We asked 70 dealers to indicate their favorite products in 13 different categories based on product quality, support as well as ease of selling.

Moreover, each survey question included at least four specific choices, as well as an area where dealers could write in their favorite products if they were not listed.

The online survey took place from September 23 to October 8, 2021. In addition, the survey reflected products currently in the marketplace or announced before those dates. All responses were confidential. What’s more, we received a 32% response rate from our survey. We appreciate those dealers who took the time to participate.

          7th Retailers’ Choice Awards Winners

Here are the 7th Retailers’ Choice Awards winners as well as honorable mention products in each category.

Best Enthusiast DSLR
7th retailers choice awards Nikon-D850-w24-120_front-top
Nikon D850

Winner: Nikon D850

Honorable Mention: Canon EOS 5D Mark IV

The Nikon D850 was the close winner in this preeminent category. It earned 56% of the votes, which clearly reflects the market’s enthusiasm for this workhorse DSLR. The Canon EOS 5D Mark IV was a respectable second.

Best Pro DSLR

Winners, Tie: Nikon D6  and Canon EOS-1Dx Mark III

Nikon D6 and Canon EOS-1Dx Mark III

The Nikon D6 and Canon EOS-1Dx Mark III pro cameras were in a photo finish horse race for this category. Notably, it ended in a tie between the two powerhouse DSLRs.

Best Enthusiast Mirrorless Interchangeable-Lens Camera

Winner: Canon EOS R6

7th retailers choice awards Canon-EOS-R6-left full frame mirrorless cameras
Canon EOS R6

Honorable Mention: Sony Alpha 7 III

In a hotly contested category, the Canon EOS R6 secured a win with 50% of the vote. The Sony Alpha 7 III mirrorless ILC came in a respectable second; it received 28% of the votes. In addition, the Nikon Z 5 landed in the third spot.

Best Telephoto Lens

Winner: Tamron SP 150–500mm f/5–6.7 Di III VC VXD

Honorable Mention: Nikon Nikkor Z70-200mm f/2.8 VR S

7th retailers choice awardsTamron-SP-150–600mm-f_5–6.7-Di-III-V-VXD-w-collar
Tamron SP 150–500mm f/5–6.7 Di III VC VXD

Voters went to great lengths to award the Tamron SP 150–600mm VXD the top prize in the long-zoom lens category, giving it 39% of the votes. Following it was Nikon’s Nikkor Z70–200 with a strong 28% response. Sigma also received a number of votes for their 100–400mm f/5-6.3 DG DN OS | C lens.

Best Pro Mirrorless ILC
7th retailers choice awards European EISA Awards 2021 tipa world awards 2021 full frame mirrorless cameras 15th rudy Awards Sony-Alpha-1_24-70GM_front
Sony Alpha 1

Winner: Sony Alpha 1

Honorable Mention: Nikon Z 7II

In this newly contested category, Sony came out the dominant winner. Its flagship Alpha 1 garnered 61% of the vote. The Nikon Z 7II landed 22% of the votes for a respectable second place.

Best Long-Zoom Point & Shoot

Winner: Nikon Coolpix P1000

Honorable Mention: Sony Cyber-shot DSC-RX10 IV

Long-zoom compact imaging gifts Nikon-Coolpix-P1000-zoom-out
Nikon Coolpix P1000

With a notable 44% of the votes, the Nikon Coolpix P1000 once again went a long way in solidifying its position in this category. This year, the Sony Cyber-shot DSC-RX10 IV came in a close second with 39% of the vote. In addition, the Panasonic DMC-FZ300 took an admirable third.

Best Vlogging Camera
7th retailers choice awards Sony-alpha-ZV-E10-white-left
Sony Alpha ZV-E10

Winner: Sony Alpha ZV-E10

Honorable Mention: Panasonic Lumix G100

In this new category based on recent trends, we found the Sony Alpha ZV-E10 to be the most popular entry; it commanded 61% of the vote. It was followed by the Panasonic Lumix G100 with 17%. The Nikon Z 50 also ran a close third.

Best Camera Bag Line
6th Retailers’ Choice AwardsProMaster-Cityscape-80
ProMaster Cityscape 80

Winner: ProMaster CityScape

Honorable Mentions: Think Tank Photo Retrospective V2.0; Lowepro ProTactic II

The ProMaster CityScape camera bag line carried the day for the second year in a row. It topped Think Thank Photo and Lowepro, garnering half of the votes. This was followed by a virtual tie from the other competitors.

Best Action Camera
7th retailers choice awards 15th Rudy Awards GoPro subscribers GoPro-Hero9-Black-w-Max-Mod-Lens
The GoPro Hero9 Black

Winner: GoPro Hero9 Black

Honorable Mention: Sony Cyber-shot DSC-RX0 II

In this close category, the action was once again with GoPro’s camera. Their Hero9 Black edition dominated with 35% of the votes. It was followed by Sony’s RX0 II with 29%.

Best Prime Lens

Winner: Tamron SP 35mm f/1.4 Di USD

Honorable Mention: Sigma 24mm f/3.5 DG DN I C

for full-frame DSLRS Tamron-SP-35mm-F1.4-Di-USD
Tamron SP 35mm f/1.4 Di USD

In another hotly contested race, Tamron ruled as their 35mm f/1.4 prime notched an impressive victory with Sigma very close behind. Moreover, the Sony FE 50mm f/1.2 GM came in a respectable third.

Best Portrait Lens
European EISA Awards 2021 Sigma-85mm-f1.4-DG-DN-Art
Sigma 85mm f/1.4 DG DN | Art

Winner: Sigma 85mm f/1.4 DG DN I A

Honorable Mention: Canon RF 85mm f/1.2 L USM

This was another very competitive category with many favorites. However, Sigma took the top prize with 39% of the vote. It was followed by Canon, with Nikon and Sony lens entries only one vote behind.

Best Tripod Series
7th retailers choice awardsProMaster-Specialist-SP528K
ProMaster Specialist SP528K

Winner: ProMaster Specialist

Honorable Mentions: Manfrotto Befree Advanced; Gitzo Systematic

ProMaster clearly stood up to the competition with an impressive 56% of the vote in the Best Tripod category. The Manfrotto Befree Advanced also showed they had a leg to stand on; it tied the Gitzo Systematic series for second place.

Best Video ILC
Sony Alpha 7S III

Winner: Sony Alpha 7S III

Honorable Mention: Nikon Z 6II

In another new category reflecting the new normal, the Sony Alpha 7S III was a dominant winner, with a strong 65% of the vote. However, the Nikon Z 6II scored an impressive second place win.