Sony Trade-Up Event: Save Up to $800 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 — September 1 to September 30, 2026 — your trade-in unlocks a Trade-In Bonus Credit of up to $800, 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 |
| α1 Camera Body | ILCE1/B | $200 |
| α9 III Camera Body | ILCE9M3B | $500 |
| α7R VI Camera Body | ILCE7RM6/B | $300 |
| α7R V Camera Body | ILCE7RM5/B | $300 |
| α7S III Camera Body | ILCE7SM3/B | $200 |
| α7CR Camera Body — Black | ILCE7CR/B | $200 |
| α7CR Camera Body — Silver | ILCE7CR/S | $200 |
| α7 V Camera Body | ILCE7M5/B | $200 |
| α7 V Camera Body + 28-70 mm Zoom Lens | ILCE7M5M/B | $200 |
| Cinema Line FX6 Camera + 24-105 mm Lens | ILMEFX6VK | $800 |
| Cinema Line FX6 Camera | ILMEFX6V | $700 |
| Cinema Line FX3 Camera | ILMEFX3A | $300 |
| Cinema Line FX2 Camera + XLR Handle Unit | ILMEFX2 | $300 |
| Cinema Line FX2 Camera | ILMEFX2B | $300 |
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 September 30, 2026. Current promotional pricing is shown on each product page.
Offer details
- Promotion period: September 1 – September 30, 2026, 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.
- Valid on in-stock items only. 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.