Switching brands is a painful and expensive process, but a new "trade up" promotion from Sony is trying to take a little bit of the sting away. For a limited time, people interested in stepping up to a Sony a7 II, Sony a7S II, Sony a7R II, or Sony a9 can get several hundreds of dollars in credit + trade-in value when they hand over their working DSLR or mirrorless camera.

These kinds of trade-in programs are not uncommon in the photo world, but we're more accustomed to seeing them from brands like Hasselblad and Leica, where the price tag for upgrading from one model to the next is so high that a significant discount for trading in your older camera is a serious boon.

Sony's promotion isn't quite as intense, but trading in an eligible DSLR or mirrorless will snag you $500 + trade-in value towards a new a9, $300 + trade-in value towards an a7R II and a7S II, and $100 + trade-in value towards a new a7 II. What's more, these discounts are being offered in parallel with instant-rebates of up to $200 on the same cameras.

If you're looking for an a9, there is a (long) list of eligible cameras that will earn you that $500 bonus; however, if you're interested in an a7 II, a7S II, or a7R II, "any working digital interchangeable lens camera" is acceptable. To learn more or take advantage of the program, read the press release below or head over to the trade up website at this link.

The 'trade up' promotion runs from August 13th through September 30th.

Press Release

Sony Rolls Out Exciting New Nationwide “α TRADE UP” Retail Event

Program offers up to $500 bonus offer on trade-in DSLR or mirrorless cameras toward purchase of Sony full-frame cameras, lenses and accessories

San Diego, August 14, 2017, Sony Electronics, a worldwide leader in digital imaging, today announced a new nationwide “α Trade Up” retail event with up to $500 bonus offer on top of the trade-in value of a working DSLR or mirrorless camera. The bonus offer can be applied to the purchase of several full-frame Sony cameras including the flagship α9 as well as the α7R II, α7S II and α7 II models. A variety of α full-frame lenses and α accessories are also eligible.

The trade-in and trade-up summertime bonus deal runs now through September 30, 2017, and runs in parallel with instant rebates of up to $200 on the same eligible products. Sony is also offering limited time 24-month interest free financing at participating retailers on select Sony imaging products. Combine all offers to maximum savings.

All eligible trade-in products must be in working condition. See below for a list of eligible trade-in products and requirements for eligibility. Customers are restricted to one bonus offer per item they trade-in at participating Sony Authorized Dealers.

Sony α9 bonus offer of $500 on eligible trade-in products

  • Eligible products include the Canon 6D, Canon 6D II, Canon 5D Mark II, Canon 5D Mark III, Canon 5Ds, Canon 5Ds R, Canon 5D Mark IV, Canon 1D Mark IV, Canon 1DX, Canon 1DX II, Nikon D600, Nikon D610, Nikon D800, Nikon D800E, Nikon D810, Nikon D810A, Nikon D750, Nikon D3, Nikon D3s, Nikon D4, Nikon D4s, Nikon D5, Leica M9, Leica M9P, Leica Monochrom, Leica M246, Leica M240, Leica M10, Leica SL, Leica M262, Sony α7, Sony α7R, Sony α7S, Sony α7 II, Sony α7S II, Sony α7R II, Sonyα900, Sony α850, Sony α99, and Sony α99 II

Sony α7 series bonus offers and eligible trade-in products:

  • Sony α7R ll Full-Frame Mirrorless Camera: Bonus offer of $300 on any working digital interchangeable-lens camera
  • Sony α7S ll Full-Frame Mirrorless Camera: Bonus offer of $300 on any working digital interchangeable-lens camera
  • Sony α7 ll Full-Frame Mirrorless Camera: Bonus offer of $100 on any working digital interchangeable-lens camera

FOR MORE INFORMATION: For more information on this promotion, please visit https://alphauniverse.com/tradeup.