Sony Trade-Up Event: Save Up to $700 on Full-Frame Cameras & G Master Lenses
Trade in any working interchangeable lens camera and/or lens — from any brand — and earn bonus credit toward select Sony gear at ExcellentPhoto. For a limited time — October 1, 2026 to March 31, 2027 — your trade-in unlocks a Trade-In Bonus Credit of up to $700, on top of the regular trade-in value of your old gear. Now's the perfect time to upgrade.
Move up to the latest Sony Alpha mirrorless cameras, the FX cinema line, and G Master lenses — and explore our full Sony collection to see everything in stock. Enjoy free shipping across Canada on orders over $100.
How the Trade-Up Event works
- Trade in any working digital or film interchangeable lens camera and/or lens — any brand qualifies.
- Purchase one of the eligible Sony cameras or lenses listed below.
- Receive the Trade-In Bonus Credit — separate from, and in addition to, the trade-in value we offer for your gear.
One trade-in is available per eligible product purchased.
Sony α & FX Camera Trade-In Bonuses
| Eligible Sony Camera | Model # | Trade-In Bonus Credit |
| α1 II Camera Body | ILCE1M2B | $500 |
| α9 III Camera Body | ILCE9M3B | $500 |
| α7R VI Camera Body | ILCE7RM6B | $300 |
| α7R V Camera Body | ILCE7RM5/B | $300 |
| α7S III Camera Body | ILCE7SM3/B | $200 |
| α7CR Camera Body — Black | ILCE7CRB | $200 |
| α7CR Camera Body — Silver | ILCE7CRS | $200 |
| α7 V Camera Body + 28-70mm Zoom Lens | ILCE7M5MB | $200 |
| α7 V Camera Body | ILCE7M5/B | $200 |
| Cinema Line FX6 Camera | ILMEFX6V | $700 |
| Cinema Line FX3 Camera | ILMEFX3A | $300 |
| Cinema Line FX2 Camera | ILMEFX2B | $200 |
Sony G Master & G Lens Trade-In Bonuses
| Eligible Sony Lens | Model # | Trade-In Bonus Credit |
| FE 300 mm F2.8 GM OSS | SEL300F28GM | $300 |
| FE 100-400 mm F4.5-5.6 GM OSS | SEL100400GM | $200 |
| FE 400-800 mm F6.3-8 G OSS | SEL400800G | $200 |
| FE 24-70 mm F2.8 GM | SEL2470GM | $100 |
| FE 70-200 mm F2.8 GM OSS | SEL70200GM | $100 |
| FE 200-600 mm F5.6-6.3 G OSS | SEL200600G | $100 |
| FE 35 mm F1.4 GM | SEL35F14GM | $100 |
| FE 50 mm F1.2 GM | SEL50F12GM | $100 |
| FE 50 mm F1.4 GM | SEL50F14GM | $100 |
| FE 85 mm F1.4 GM II | SEL85F14GM2 | $100 |
Ready to upgrade? Shop all Sony cameras and lenses at ExcellentPhoto and make the most of your trade-in bonus before the event ends on March 31, 2027. Current promotional pricing is shown on each product page.
Offer details
- Promotion period: October 1, 2026 – March 31, 2027, at participating Sony Authorized Retailers.
- Eligible trade-in: any working digital or film interchangeable lens camera and/or lens, from any brand.
- One trade-in per eligible product purchased. Multiple trade-in discounts cannot be combined and applied to a single item.
- The Trade-In Bonus Credit is separate from, and in addition to, the trade-in value of your gear. It is not redeemable for cash and is not a cash equivalent.
- Trade-in value may vary with the condition and age of the item traded in. The traded-in item must be surrendered at the time of trade-in.
- Stackable with Instant Rebates, Bundles, the Retargeting Campaign and Customer Registration Cash Back. Not stackable with the Sony RSA Purchase Program (EPP).
- The discount is forfeited if the eligible product is returned for any reason.
- Backorders will be allowed up to the end of the Claim Period.
- Valid on in-stock items only. Models and prices can be removed or adjusted at Business Management's discretion. No substitutions or rain checks. Prices exclude taxes and shipping, and are subject to change without notice.
- Full program terms: alphauniverse.com/promos/trade-in-trade-up. See Sony.ca for conditions.