The Canon-owned Sun Studios online store and retail outlet is undercutting Canon customers such as Kayell, Ted’s Cameras and even online discounter Digital Camera Warehouse on the just-released flagship Canon DSLRs, the EOS 5DS and 5DS R.
While the official Canon RRP for the 5DS is $5499 (body only) and $5899 (body only) for the 5DS R, Sun Studios has shaved around 10 percent off those prices in the first weeks of the new cameras’ launch phase – down to $4999 for the 5DS and $5299 for the 5DS R. In addition, Sun Studios is bundling a Sandisk 64GB Extreme Pro CompactFlash Memory Card, ‘valued at $365’ with each camera purchase.
While it’s a clever bundle – the 50-megapixel, 4K-capable 5DS/SR cameras definitely will need high capacity, fast memory cards for optimal performance, it would be greeted with disappointment from Canon customers trying to compete against the Canon-owned professional reseller. Moreover, hard discounting of new-release premium products is generally regarded as dumb retailing – it’s unlikely an Apple store would discount and add a bundle for the latest iPhone in its first weeks of release.
By comparison, the Kayell pricing on the two cameras is $4995 and $5199, Ted’s Cameras is $4999 and $5299, and DCW is $4988 and $5288. None of these Canon authorised reselllers are offering an $365 memory card as well.