This PowerShot went so viral that, even after upping production, Canon can't keep up

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The Canon PowerShot G7 X Mark III launched in 2019 at a time when compact cameras were losing steam to smartphones. But then, five years after it launched, something unusual happened: influencers discovered what the camera's one-inch sensor and zoom lens could do. And suddenly, the aging G7 X Mark III was a viral sensation.

But because the Canon PowerShot G7 X Mark III 's viral fame came as point-and-shoots were declining, the camera's fame came at a cost – literally. With the unexpected surge in popularity, the G7 X Mark III quickly went out of stock. Used prices shot up, and third-party sellers started charging far more than the camera's $879 / £859 / AU$1,349 list price.

Canon hasn't been sitting on the trend, either – the camera maker has already increased compact camera production several times. Last August, Canon officially said that the G7 X Mark III was among the models that had increased production and the company resumed orders for the popular camera in Japan.

But one year later, the Canon PowerShot G7 X Mark III is still so popular that it's hard to find in stock – at least, at list price. In the US, even used models of the G7 X Mark III are selling for more than $1,500 at reputable used camera stores like KEH , MBP and Adorama .

The PowerShot's popularity isn't unwarranted. The camera uses a 20.1MP, 1-inch sensor that's larger than that of the average point-and-shoot camera .

But while compact cameras with larger sensors aren't hard to find, the G7 X Mark III also packs a 24-240mm equivalent zoom lens. That longer lens is more flattering for portraits, helping to drive the camera's viral popularity among influencers and content creators .

But creators also rave about its built-in flash, which is far more powerful than that of a smartphone's. Where a phone uses LED lights, the G7 X Mark III uses a Xenon flash – which is more powerful and helps deliver that more retro direct flash look.

As compacts have resurged in trends, camera makers have been scrambling to add new options – and there are now far more to choose from than when the G7 X Mark III first went viral in 2024. Yet the camera still has a unique blend of sensor, lens and flash.

The new Panasonic Lumix L10 has a larger Micro Four Thirds sensor and a 24-75mm equivalent zoom, but there's no flash.

The longtime favorite Sony RX100 VII – released the same year as the G7 X Mark III – has a longer lens and still has a flash, but the aperture isn't as bright, and the list price is far higher (though about equal to what used G7 X Mark III's are selling for).

Canon's own PowerShot V1 has a similar sensor, but uses a wider lens with a shorter 16-50mm focal range for photos. Because the V1 is meant more for vlogging, the camera doesn't have a built-in flash (though there's a Multi-Function Shoe that supports some Canon flashes and standard flashes with a hot shoe adapter).

This year marks the PowerShot series' 30th anniversary  – and the milestone is coming at a time when compacts have made a comeback, despite the capabilities of camera phones .

Canon has increased compact camera production multiple times since the G7 X Mark III went viral and said that production will increase again in the second half of 2026. The question that remains is this: when will the Canon PowerShot G7 X Mark III be readily available at list price?

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