Nikon D800/D800E cost to dealers in the US

If you were ever wondering what is the cost of the Nikon D800/D800E cameras to a dealer in the US, this price list will show you that the D800 costs $2,699.96 and the D800E costs $2,969.96. As usual, the margin on the accessories is much higher - aprox. 40%.

With the new Nikon pricing policy, don't expect to see any discounts on the D800/D800E/D4 cameras.

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  • Alan

    If I had the time, I’d cross check to see how many people are complaining about sales tax but also argued that real photographers are happy to pay $900 for a wifi adapter…

  • Rob

    Show me the invoice from Nikon not a price list. Recommend prices yes BUT!!!!

    Stores who buy from Nikon get a percentage discount off the dealer price which is negotiated with Nikon.

    • Steve Hagensieker

      Don’t we wish that were true. I’d like to see proof of that because it didn’t happen when I ordered over $100K in D4’s.


      • Rob

        was that through a dealer or you are a dealer?

        • Steve Hagensieker

          I’m a dealer and I literally have dozens of friends who do the same job as I, and to my knowledge none of them negotiate the price we pay for cameras or lenses or lens hoods.

          • Shad

            The only discount dealers get is if you buy lots of product, then Nikon will help you out more with local advertising as well. And believe me, that’s what alot of other brands stink at. Nikon is the best when it comes to US marketing and protecting and helping small dealers.

            I get sick of people who try to beat me up on price. Seriously, D800 has 11% margin ($300), and that’s not counting credit card processing fees and all the other overhead of running a retail outfit.

            So listen. When you go to a retail camera store, then don’t beat them up on the price of the camera or lenses. They barely break even on that stuff. Sure, ask for half off a bag or a two-for-one deal on memory, and they’ll be happy to help you out most likely.

            But seriously, leave dealers alone on price. Ask yourself: do you tip at restaurants or bars? Let alone eat there? Do you ask a bartender to pricematch Do you go to the Apple store and ask to take the item out of the box and test it, then demand 10% off to match some website?! They will laugh or just call security and kick you out of the store — and Apple has 30% margins, easy.

            Dealers do this to make a living, and it isn’t much of one these days. You should just be thankful they’re still around!

  • don castelo

    i want nikon d400 fx with 18 or 20 mp plsssssssssssssssssss , i dont need 36mp , i don t use tripod at the weddings 🙂

    • mehrv

      Can’t you just shoot the D800 at Medium or Small then?

    • El Aura

      Well, 12 MP is apparently not enough for you (otherwise you would be happy with the D700) but 36 MP is too much. How come 18 to 20 MP is such a magic number?

      (I can tell you why it is such a magic number: because it is ‘only’ 50% more, or 22% linearly, of what you already have. Everybody tends to want what they already have and feel familiar with but just a bit more because a bit more will surely be a bit better but by being only a bit more, it feels comfortable and save, something one thinks one can handle.)

      • dtr

        He apparently wants D4 or 1Dx

  • Davidson

    Any body have any idea what the dealer prices are in Australia?

    • Doug


    • Andrew D

      In Australia the RRP for the D800 is $3899 (inc. GST) and it’s $300 more for the D800E version.

      Someone tell me why?

      • Ben

        that price is only RRP, camera stores should sell cheaper than that, camerapro sells for a bit cheaper than that.

        • BartyL

          Even Ted’s Cameras is cheaper than that.

    • Rob import them from Japan Same as the US

      but 1 USD = 1.06 AUD

      or who buys from Nikon Australia usually keen pricing.

      $3,425.00 Nikon D800 DSLR Body

      $3,695.00 Nikon D800E DSLR Body

      or have a look at although they are grey market.

      I’m sure that the street pricing will be a bit better when released.

  • NikonAvenger

    Well, this is interesting. Nikon D700 is in stock at Bhphoto for 2699, why would anyone buy this camera when D800 can be had for 3000 U.S
    By the way I see a lot of people unloading their D700 off CL for 1800 to 2200 with very low actuations. Just my 2 pennies.

    • worminator

      The selling price of a used D700 is going to drop $500 in the next 6 months, so the smart thing to do is to cash out now.

      • $500 for a used D700, no way, not for a few years anyway.

        • Peter

          Read the worm’s post again, you are reading a “to” between “drop” and “$500” when there isn’t one.

      • Even if they do drop that drastically, it won’t hurt me or my business. In fact, if they are selling for $500.00 within the next 6 months, I will buy at least two of them, if not three. In that respect, I hope you are right!

        However, I highly doubt they will ever get that low. Heck, the original Canon 5D – the 12mp version – still sells for over $1K, and how old is that model? I don’t ever see the D700 dropping below $1K on the used market, and end then it will take it 3 to 4 years to bottom out there.

        • andre

          face palm!!

          • +1 to that. Maybe a double face palm!

        • Joe R.

          Worminator wasn’t saying he thought the price would drop TO $500, he said he thought it would drop BY $5oo. In other words, instead of a D700 costing $2700, it would cost $2200. I highly doubt a D700 would cost only $500 any time soon either. Maybe in something like 10 years.

    • Rob

      well try this in australia D700 $2,138.85 aud

      • BartyL

        DWI have pretty good prices too. I bet what they both share in common is that their ‘warehouse’ is in Hong Kong. If the item is over $1000 in value then you will have to pay customs and GST on it. Which would make the D700 around $2500 (which is still much better than the RRP).

  • F100Guy

    Wow. That beats the Australian list prices by a long shot – and we’re getting around USD$1.07 per AUD$1 at the moment.

    D800 – AUD$3425 (USD$3647)
    D800E – AUD$3695 (USD$3934)

    That’s a USD$947 premium over the US list price on the D800 and USD$964 premium on the D800E.

    Maybe someone would like to explain the huge price discrepancies?


    • Doug

      The Australian government perhaps.

    • We pay GST, that is 10% tax on everything.

      • Rob

        but that is included in the Australian price.

        Have another look at the US prices and if you bought it over the counter then add 15% at BHPhoto so that will make the $2999 D800 $3448 USD or $3237 AUD

        If that is exported/imported at 2999 USD – when that comes through customs it will include the 10% GST on what you have paid freight and packaging included.

        So the minimum will be $3300 AUD

        Is that so much different ?

  • Pete

    This long discussion at the top of the posts about the morality of buying locally is pretty funny, especially when none of the cameras, lenses, cables, memory-card and accessories is made even near the USA. You guys couldn’t fabricate a grip with no battery or this stupid wireless module that cost pennies to build for cheaper?

    Where all of your electronics and toys made? And these big shops that will potentially outsource their tech-support, they’re not American? What about their moral obligations?

    The only way these days for our government to make money is to hijack consumer at the retail store?

    The truth is that you like us are pretty happy to save a few hundreds on a TV made elsewhere so how can you and object to the idea of escaping tax on morality basis with a straight face?

    • jodjac


    • Calibrator

      > Where all of your electronics and toys made? And these big shops that will potentially outsource their tech-support, they’re not American? What about their moral obligations?

      Big companies don’t operate on moral grounds. They are only obliged to shareholders ideas of profit.
      They use words like “moral”, “ethics” and even “patriotism” to manipulate the public (customers, media etc.). That’s it.

      > The only way these days for our government to make money is to hijack consumer at the retail store?

      Do you escape tax only with your electronics toys or with other products like food, too?

      > The truth is that you like us are pretty happy to save a few hundreds on a TV made elsewhere so how can you and object to the idea of escaping tax on morality basis with a straight face?

      So everybody is bad because that’s what? Better?

      • Pedro

        The logic applied when deciding to purchase online in order to avoid local shop or taxes extra costs is the same than the one used to purchase non-locally manufactured goods. It is purely based on feature-set, perceived quality and most importantly price.
        I was just reflecting on the fact that the morality debate was onle obliging one side of the transactions (the customers) and ignoring perhaps the most important aspect of the “buy locally”.
        Me, I am stupid enough to pay all the taxes being thrown at me for moral reasons and I buy from my local shop for convenience. I whish there was a better made system built in my city but there are none.

    • zoetmb

      What are you talking about? How does “the government” hijack the consumer at the local store? Has something been added to the food supply that’s giving vast numbers of people paranoid delusions? Because it sure seems that way.

      The reason why you want to support local dealers is to support Main Street because they are your friends and neighbors. And because local communities need tax bases. And because where you live isn’t going to be a very nice place when most of the stores on Main Street are empty (or there’s only chain stores, liquor stores and check cashing places, although many chains are in trouble also) because everyone is buying on the web to save $5 on a $3000 body.

      Nikon isn’t alone in forcing these short margins on dealers, but they should be ashamed of themselves for doing it. IMO, it’s unethical to put dealers in a position where there’s almost no profit on the main products they sell and they can really only make money selling crappy accessories. Apple does the same thing.

      Back in the 1970s, when I sold audio equipment, margins were around 50%. We used to give any customer who bought a system (turntable, receiver and speakers) a 30% discount off of list right off the bat.

      Trying to force minimum selling prices is a moot point when the margins are so small, there’s no wiggle room for the dealers anyway, especially dealers with physical shops.

  • Luis

    Just read this if you don’t understand why you are obligated to pay “Use tax” if the vendor does not collect the “Sales tax” – in the US anyway…

    • zoetmb

      So what about it? This is totally bogus and I’m really surprised that such “use taxes” haven’t been ruled unconstitutional. If I buy something in another state (other than a car, which has its own set of rules), there is no way I’m paying any “use tax”. Various states, including my own, have arbitrarily declared that they want people to pay this tax, but in reality, it’s not happening. And the first rule of lawmaking is that you should never pass any law that can’t be enforced.

      That’s a different issue than as to when “nexus” exists and whether web dealers have an unfair advantage when they don’t charge sales tax. But I disagree with New York and other states who declared that Amazon (for example) has nexus established if any affiliate is in New York, even if you don’t buy via that affiliate. I think that is absurd logic. So if you operate a site in Pennsylvania about photography that links to Amazon so people who access your site can order books and you get a small commission and there’s also an affiliate an New York and I (living in NY) order via your site in Pennsylvania, NY State told Amazon they have to charge sales tax even though Amazon has no physical presence in New York. I think that’s absurd logic.

      I’m all in favor of Congress cleaning this up and declaring, for example, that sales tax will be charged based on the ship to location, not the location of the shipping company, but this notion of “use tax” is completely ridiculous and it’s completely arbitrary. The states are trying to prove nexus where none exists.

  • It seems that everyone is complaining on price…

    I’m ASSUMING that a lot of you here are either pros or enthusiasts who have some kind of photography business (I would question why a noob would want a D4 because it’s hip and cool…).

    Assuming that a majority are the aforementioned, don’t you markup your photography fee? What are you worth? I’ve been told that you workout how much you are worth for your services and then charge double – so why aren’t I hassling you? How pissed do you get when a pimply little 17 year old steals your gig because you charge too much? Imagine if Nikon Rumors posted a blog about you stating your SRP against your cost price?

    What I’m trying to say I think we all like to complain about the cost of everything, hell, I do, ALL THE TIME! But most of us here have our own businesses to consider and because we are in a position where we can charge for our services maybe consider this:

    How about create a tax into your fee a “Usage fee” (or as some photographers cheekily put it an “equipment hire” fee) and make it 10% or whatever you feel is going to go straight to your gear.

    It’s not illegal, and you too can be just like the government and create taxes that were made out of thin air.

    • Ralph

      I don’t object to whatever price Nikon decide on, I actually expected the D800 to be closer to $4000 USD and I would happily pay that for it. I do object to some pathetic local wholesaler in Australia (Nikon Australia) trying to bullshit me with rubbish about a smaller market etc. I don’t like price discrimination just because they think they can’t.

      I am happy to pay the 10% local tax as well because I will use the government services that it pays for. I am unhappy that the local distributor add an additional 20% to the price while adding no value. I have never spoken to Nikon Australia, I have never had any service from them and I have not seen them add one cent of value. If they can’t bring a camera in for less than I can ship it from the US after paying freight at a high rate, there is something seriously wrong and we are being ripped off here.

      • Steve Starr

        Question. If you buy it from the USA from B&H and have it shipped to Oz, how will you handle any warranty or repair issues if Nikon OZ says “Send it back to the USA?” I tried to send something once and it was a freaking fortune in shipping costs for an individual (like around $900). No doubt it will be higher again with the rising fuel cost surcharges the shipper impose like UPS.

        Per Nikon Australia website:
        “This warranty is not transferable and is only valid if the Digital Equipment was purchased in Australia. If you purchased your camera overseas, you will need to approach the relevant overseas Nikon entity for all support and warranty claims. ”


        “**WARNING** Please be wary of dealers claiming to be able to sell or provide you an international warranty for digital equipment when you are purchasing overseas. THIS WILL NOT BE A VALID NIKON WARRANTY. An international warranty is unavailable for the above items.”

        In the UK and Rep. of Ireland, you get an additional 1 year added to the 1st year warranty which is a good thing if you register within 30 days. Canadians also get a 2 year warranty so their higher cost offsets it a bit. The USA price may be a bit lower, but comes at a risk with only one year – and Oz too, but they have their own distribution crooks anyway.

        • Rob

          There are a couple of companies in Australia who have extended warranties 3 years $90.

          I am just looking at this site now to organise something with them.

          It may be cheaper in the long run and they do a 12mths warranty.

        • Ralph

          I have bought Nikon for 30 yrs now, I have had dozens of bodies and prob a hundred lenses. I have never returned anything under warranty. My FE2 still works flawlessly, it’s the first I ever bought new.

          If I was unlucky to need a problem resolved I would just pay to have it done. If its a major very expensive issue I’d send it back to the US. Freight on a D800 is about $150 each way.

          The warranty barrier to parallel import is just an artificial way for Nikon to try to make you pay a market segment premium.

  • Doug

    tax talk = too much trololol imo, you wanna know what is fucked up???
    the price of this cameras is higher in Japan (where they are made) than on the US, now that is kind of fucked up to me dont your think people????

    • Calibrator

      German cars used to be more expensive in Germany compared to some(!) other European countries.

      • another Steve

        Not only “used to be” – they still ARE.
        And they are even a lot more expensive than they are sold in the US. But I think, the reason for this lies in the fact, that it is incredibly cheap to ship a small CAR around the world (compared to shipping a huge CAMERA from the US to Australia).

    • Calibrator

      I wanted to reply to you, too, regarding the Japanese price as you apparently are correct on this. Here’s why:

      Apparently the D800 (not the E-type ;-)) is priced at 298.000 Yen.

      Todays exchange rates are 0.0125 for USD and 0.0095 for the Euro.
      As a Japanese company Nikon isn’t really interested in the exchange rate USD vs. Euro – and of course these rates aren’t fixed anyway.

      For today this would translate to 3,725 USD and 2,801 Euro, respectively.

      – The Japanese price already contains tax. I don’t know how many %, though.
      – The Euro-price is about the same – 2900 Euros in Germany. We have 19% sales tax in Germany and this differs from other European countries (some lower, many higher).
      – While following this thread I got the impression that the different US sales taxes are generally much lower than our 19% – which would mean there indeed is a noticeable price difference.
      – As ‘another Steve’ writes there’s also the fact that there are shipping costs that Nikon has to factor in.

      All in all it seems to me that camera bodies for the US market are indeed being subsidized by Japanese and European customers. What I don’t understand is why?

      • Art

        Nikon’s shipping costs are going to be negligible. I bring containers full of machinery in from Europe to the US on occasion and the cost is about $3,000. If you amortize $3,000 over a container of camera gear, the amount per camera is going to be fairly small. Containers from Central / South America to Oakland is just a bit over $1,000 last I checked.

        • Calibrator

          Thanks for the info, Art!

      • zoetmb

        No. Japanese and European customers are not subsidizing U.S. customers. The fact is that the cost of doing business in the U.S. is far lower because of fewer government mandates (even if the Right would have you believe otherwise), virtually no import taxes, because of high levels of competition in every business sector and we don’t have a national sales tax. Sales taxes are local, the highest is about 9% and some states have no sales tax.

        In addition, the U.S. remains Nikon’s largest market. In fact, if the US $ wasn’t so weak against the Yen, prices would probably be even lower.

        However, part of the problem is the way that Nikon is organized. Each of Nikon’s divisions “buys” their product from Nikon and each has their own P&L. This has been complained about for years, especially in regards to Nikon’s warranty policies. Nikon has to re-organize for the modern age, but they probably won’t.

  • CW

    I dont thin $300/10% profit is little at all, considering there is no capital cost to these stocks: every unit is presold, and so they have the cash to pay Nikon right away. Sure they have their usual overhead, but $300 profit with no cost? Not so shabby.

  • R.E. Taylor

    enough tax talk…..

    Admin, could you make the following Poll?

    – I preordered my D800/D4 (or both) just onces
    – I preordered my D800/D4 (or both) in two places
    – I preordered my D800/D4 (or both) in three or more places

    Reading several forums I have the impression that the actual demand is a bit exaggerated by some or many preordering in more then one place.



  • Moe Jacknally

    @Admin and everybody else:

    Nikon Digitutor on the D800 is in da house, biatch!

    • this has been online from day one I believe, already posted it online

  • don castelo

    i want a d400 full frame with 16 mp , what is the point to have another dx camera with more mp , imagine the motion blur on dx camera with 24 mp . how many people print large files? i want a fx camera for amateur people

    • moe jacknally

      the d700 is the camera you need!
      12 Mp – you won’t need the additional 4 Mp now, would you?
      You can print up to 20×30 inches – which should be enough since you don’t want to print large.

  • Zoltan – Poland

    “fotojoker” worker (fotojoker is a popular Polish photo seller) told me yesterday that starting price for D800 body is set for 19 999PLN which is equal to 5963 $ …and unfortunately it’s not a fotojoker’s joke!

    • Zoltan – Poland

      this price is already announced on their website: – 19 998PLN (5962,97$). Idiots.

  • poizen

    they forget that dealer costs displayed like this factor in overhead of the business. the d700 costed us 2247 and sold for 2699.99 if i where to buy it direct from nikon threw the retail partner purchase program id get the d700 for 1919.17 wich was the actual cost to what my store payed…

  • T.I.M
    • hey even have fake filters now?

      • First, thanks for linking to my site. I hope it becomes informative.

        Unfortunately, there are fake filters out there. There are fake B&W filters out there as well probably. Nikon filters are pricey or buyers prefer OEM products and Asian manufacturers want to capitalize on the market. Just look at the market for SD memory cards. Plenty of fakes out there.

        I just purchased one for my Nikon 24-70mm f2.8G. I bought mine from eBay and compared it with one from an authorized Nikon dealer. Looks so similar to the naked eye especially when you have nothing to compare it too but when you do, you’d be amazed at how close they are.

  • Doug
  • Steve Starr

    Price is determined by your regions distributor and what deal he/she strikes with Nikon Japan, as well as volume of their purchase. They also determine what warranty options they may add on into their regions price. I doubt it has anything to do with any currency exchange rates nor them sitting around a table discussing what Oz pays vs. NZ vs UK. Jewelry biz runs the same way. Notice the mandates like in the US about their fixed-price structure (like Apple) is only there and not elsewhere. I don’t think Japan even cares what the thing sells for, just pump them out even if the distributor takes a loss.

    If your country has some seller like B&H or Adorama in the states that probably sell more cameras than an entire country alone, that alone probably gets more attention and a cheaper price to the regional distributor from Japan.

  • jen

    SO ,here is a reason I don’t give my business to local retailers like Ritz. My husband stopped in to pick up some photos I had developed of a concert.(needed on quickly-not use them normally) The guy there said, WOW, great photos what camera does she use? D700 of course. Then he said, “she should get the D800. MY husband said , “she has the D4 on pre-order” .The Ritz idiot , said, WHY? that is for sports!

  • Wow, seems like a lot of chatter on 800’s D4’s et al. I think the bottom line is these cameras “will be” great. However, given the manufacturing issues do to natural disasters in Japan and Thailand who knows “when” these will be available….for real…at any price. And, if indeed first production runs are made outside of their (Nikon’s) general qualified production sources (they also, like any manufacture have second sources) I believe there will be “shake-out” issues on the batches used to fill backorders!

    Unlike the past when Japanese mfg;s would “trial” production to the local (Japanese) markets prior to releasing to Euro/American markets to “work out bugs” for up to one year. Today the competition forces all mfg;s to quickly release their “best-of-breed” (the US mind set when “we” used to manufacture goods) and continue the hype of “first to market”……………………buyer be cautious.

    Hang on to your D700’s folks, you can shoot in the dark!

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