The Blue Ocean, or how Pentax’s positioning of the K-3 III affects second hand camera prices

If you’ve spent time on Pentax dedicated forums, you may have read that Pentax and Ricoh (the owner of the Pentax brand) follow a “blue ocean strategy” and want Pentax dSLRs to become “the Leica M of the dSLRs”.

I don’t know if those statements are coming directly from Ricoh or are just an invention of creative bloggers. But it aligns very well with what Ricoh have been doing with the GR series, and Pentax with the K-3 Mk III.

“Blue Ocean” means that instead of competing with sharks in an area rich in preys – so rich it’s tainted red by the blood of the victims, you retreat to a zone with fewer fish, but also fewer competing predators, and no blood. The Blue Ocean. As for becoming a Leica M equivalent, it obviously relates to a strategy where – by sticking to a technology that everybody else has abandoned, you build a niche for yourself and serve a small group of highly motivated (and wealthy) users with products which are without an equivalent anywhere else.

Pentax K-5 II – Sigma 8-16mm lens – bench in Atlanta, GA

You can see the Blue Ocean strategy at play in the way Ricoh declines its ultra compact GR camera into a series of extremely specialized products (GR IIIX with 40mm lens, GR IV monochrome, GR IV High Diffusion Filter, …). As for being the Leica M of dSLRs, consider the case of the Pentax K-3 Mk III: the last and arguably most elaborate APS-C dSLR launched by any camera manufacturer, it was proposed at a comparatively very high price, and was followed by an even more expensive variant equipped with a monochrome sensor – that’s taken directly from the Leica marketing playbook.

You can argue that Pentax did not have much success as an innovator in the recent years (the Q series and the K-01 did not meet their public), and that until recently they were selling cameras primarily on value.

Pentax K-5 II – Pentax DA 18-55 lens – porch in Marietta, GA

The K-7, K-5 and the K-3 Mk I and Mk II are a good example: not rated as highly as Canon or Nikon’s best cameras when it came to autofocus or video performance (for instance), they produced images of high quality, and offered advantages unique in their category (in body image stabilization, full weather sealing) at a price point lower than their competition.

The pricing strategy started changing with the launch of the Pentax KP in 2017 and became obvious with the release of the K-3 Mk III – which clearly tried to be the best dSLR with an APS-C sensor – ever – but was at the same time more expensive than Canon and Nikon’s offerings.

As of today, you still have to spend almost $1800 for a new K-3 Mk III (that’s the 2025 Holiday promotion, it still lists officially at $2000) and up to $2200 for a K-3 Mk III Monochrome, which is much higher than Canon’s 90D at $1200, and Nikon’s only remaining new APS-C dSLR, the d7500 currently selling for $700.

It percolates on the cost of older Pentax dSLRs on the second hand market – the K-5 and the first two K-3 models could still be considered bargain buys not so long ago, but the K-3 Mk III has pulled the prices upwards. Being the most recent predecessors of the K-3 Mk III, the K-3 Mk II and the KP are logically the most impacted.

The introduction of tariffs on second hand cameras coming from Japan has made the matter worse by cutting the main source for cheap Pentax cameras: imported second hand Pentax dSLRs are subject to tariffs, factor that if you buy from a Japanese retailer.

Pentax K-5 II – Pentax DA 18-55 lens – Hood decoration (Chevrolet)

More about Pentax cameras in CamerAgX


The recent Pentax cropped sensor dSLRs line up today: from the K-5 to the KP in a few words

The Pentax K-5, K-5 II and K-5 IIs: Available new between 2010 and 2013, the K-5 remains a very good value proposition – with a solid build, a long battery life, great ergonomics and a very good 16 MPIX sensor delivering very good images. Some details are dated: there is no WiFi, and live view and video capabilities are very limited, but it’s still a very good camera if you’re shooting exclusively still images. Nice copies of the K-5 can still be found between $200.00 and $250.00. The K-5 IIs is approx. $100 more expensive.

Pentax K-5 and its kit lens

The Pentax K-3 and K-3 II: – Sold between 2013 and 2017, the K-3 and the K-3 II are essentially a K-5 IIs with a 24 Mpix sensor. The K3 II gets a better autofocus system and an integrated GPS but the K-3 and the K-3 II keep the same fundamental qualities and limitations as the K-5. And they make you pay dearly for their 24 Mpix sensor (up to $650 for a K-3 Mk II).

The Pentax K-70 and KF  – launched respectively in 2017 and 2022 – are more or less the same camera under a different name – they are the remote successors of cameras like the K-r tested last year in those pages, the last two representents of a long line of the mid-level Pentax dSLRs. They benefit from some “pro” features like weather sealing and in body image stabilization, they have the same 100% viewfinder and the same 24 Mpix sensor as the K-3 or the KP and offer WiFi and Bluetooth connectivity. The LCD display at the back is fully articulated. But their autofocus module is dated and limited, they’re not as solidly built as a K-3 or the KP (polycarbonate instead of a magnesium alloy), they are deprived of the K-5 and K-3’s top plate display and only have one SD card slot and a smaller battery.

Note that the entry-level or mid level Pentax dSLRs (starting with the K-30 up to the K-70s built before 2021) may all suffer from issues with the solenoid controlling the aperture – the most recent K-70s and the KF are using a different component and will be OK. The KF is still available new for approximately $650.00 in the US, and a nice second hand K-70 can be had for $400.

Pentax K-r – “SR” is for “Shake Reduction”. It’s a important differentiator – no other brand offers in body image stabilization (IBIS) on digital reflex cameras.

The Pentax KP was launched in 2017 as a replacement of the K-3 II, and discontinued in 2021. It introduced a new slim, retro-inspired body design with user replaceable hand grips – esthetically pleasant but with controversial ergonomics. It benefited from a new and improved image processing engine and from a tiltable rear display. It combined characteristics inherited from the K-3 II (24 mpix sensor, all metal construction, 27 point autofocus system) with characteristics typically seen on entry level cameras (only one SD card slot, small battery, no top plate LCD display). If you can live with those limitations and its ergonomics, it’s the closest you’ll get to the image quality of the K-3 Mk III, at a fraction of the price.

Like the K-3 Mk II, the KP has become expensive – the typical second hand price being in the $600 to $750 range.

The KP’s differentiator – a tillable rear display

I only know the Pentax K-3 Mk III from its specs sheet, and reviews I’ve read or watched here and there. Under a body that looks similar to the previous K-3s, it’s a very different camera, and now that the Nikon D500 has been discontinued, a credible candidate to the title of most elaborate APS-C dSLR.

With a new 26 MPIX BSI sensor, a new autofocus system, a top plate LCD display, a third control wheel, a touch screen and a joystick to select from 41 autofocus points – it’s a very significant step above the K-3 II and the KP. It has almost everything expected from a top of the line dSLR, and its specs sheet compares favorably with the best APS-C mirrorless cameras. The only glaring omission is the lack of an articulated or tiltable rear screen, which can be an issue when shooting with wide angle lenses or for macro-photography. Still available new from retailers, it can not be found second hand for less than $1300, more than twice as much as a more abundant Nikon D500.


Pentax K-5 II – Pentax DA 18-55 lens
Pentax KP – Pentax DA 35mm f/2.8 macro lens. Sweetwater Creek, GA

Buying photo equipment on eBay


I bought most of my cameras and lenses on ebay.com, sometimes through auctions, sometimes at  “buy it now” prices. I never had a bad experience so far.


If you buy on eBay, you will face three types of sellers:

  • on-line stores specialized in photographic equipment, new or second hand.


That’s the low risk option. Some stores limit their inventory to a few brands, and only carry high quality, very nice to pristine cameras. Others are less restrictive, and also have cameras which have lived a more difficult life. If your intention is to really use the camera you’re purchasing, buying a comestically challenged camera may be a good option, as long as it’s in good mechanical condition. Specialized stores are supposed to know what they sell, and will not plead ignorance if the product does not work or is not completely similar to the published description. They will arrange for a free return, and a refund.


A word of caution, though: the products are evaluated before being listed, and the obvious lemons don’t pass, but the tests are not always as thorough as one would wish: a lens may have looked OK when tested on a particular type of body, but will fail to operate on another one, which is in theory 100% compatible but is interacting with the lens differently. Always test the equipment you purchased as soon as you receive it, and contact the seller if there is any issue. Reputable stores will listen to you, and they have a good return policy.


Over the years, I bought cameras or lenses from Adorwin (the eBay store of Adorama), Betteroffblu, Cameta and Shutterblade and could appreciate their professionalism.

  • Stores not specialized in photography


That’s the riskiest option, in my opinion. The store could be anything, from a pawn shop to an antique dealer, the worst being a dollar store or a shady repair shops buying broken electronic equipment in bulk and making one sellable camera out of 3 broken ones. Even if they know a few things about the products they’re selling, they will generally plead ignorance, and will offer little or no support if there is an issue with the equipment. I never had a really bad experience on eBay, but it’s with this type of seller that I came the closest to being seriously disapointed. Buyer beware.

  • Low volume and non professional sellers


Low volume sellers belong to multiple sub categories. You will see items sold by a person who pretends he got the equipment he’s selling from a friend but that he knows nothing about it, and  you will find the passionate amateur photographer who bought his equipment new 20 years ago, used it day in day out and took great care of it; he will take pride in providing a honest and accurate description of his equipment, and that’s the person you want to be buying from.


Because of the way the auctions work, the prices tend to be highly variable and very unpredictable. Professional sellers tend to protect themselves with a “buy-it-now” price, and if the item does not sell this time, they just list it again. Non professional sellers tend to use the auction system more than professionals. With the number of people watching eBay listings every day, it’s difficult to find a real bargain, but some sellers (lazy or inexperienced) still publish unappealing listings (blurry pictures, ambiguous descriptions) that a trained bargain hunter will be able to interpret to his advantage: I bought my Nikon F3 this way, at 30% of what the action would have reached if the listing had been professionally layed out.


As always, do your homework and try and understand the market first (ads in magazines, completed items list on eBay). Set a limit for the price of the equipment you want to buy second hand. In any case, read the ads very carefully, ask questions, and only place a bid if you feel confident enough.


Other reputable sources

  • keh.com


    I never had the opportunity to buy second hand equipment from keh, but good friends did. keh has the reputation of being very conservative in the way they describe the equipment they’re selling (if they say it’s in good condition, then it’s very very good). They only sell over the phone or on the Internet – no walk-ins.

  • bhphotovideo.com


    B&H is a big photo video mail to order company, with a huge brick and mortar store in New York. I bought new equipment from them on multiple occasions. A very pleasant experience. I never had the opportunity to buy second hand equipment from them, though.



Feel free to share your comments and experiences. Thank you.


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