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Fujifilm’s new square-format instant camera is now listed on Amazon.com. Here is what the instax SQUARE 2 changes, what it costs, plus how it compares with the SQ1 and SQ40.
FUJIFILM North America announced the instax SQUARE 2 on October 13, 2026, with a U.S. list price of $119.95 and availability expected in late October 2026. On November 1, 2026 all three colors showed up on Amazon.com at that price, sold by Amazon.com. If you want square prints, which are larger than credit-card-sized instax mini photos, the real question is simple: is the new model the one to buy, or is an older SQUARE camera still the better deal? We compared the three on Fujifilm’s official specification pages plus current Amazon.com listings. This is a desk comparison of published information, not a field test.
Our Pick: Which instax SQUARE Camera Should You Buy?
- instax SQUARE 2 ($119.95 on Amazon) if you want the newest model at the lowest price of the three. It adds a Landscape mode, a Warm or Cool Mood Filter, plus it runs on four AA batteries you can buy anywhere.
- instax SQUARE SQ40 (about $181.71 on Amazon from a third-party seller) if you specifically want the classic black, textured look. Its lens plus exposure range match the SQUARE 2, so you pay extra for styling.
- instax SQUARE SQ1 (Fujifilm list price $159.95) if you already own one. On November 1, 2026 Amazon.com did not show a new SQ1 offer we could link to, so there is little reason to hunt for one now.
Check the instax SQUARE 2 price on Amazon →
A note on timing: the SQUARE 2 listings on Amazon.com were live with an add-to-cart option on November 1, 2026. Delivery dates depend on your address plus the color you pick, so check the estimate on the listing before ordering a gift.
What Fujifilm Announced
The announcement came from FUJIFILM North America Corporation’s Imaging Division in Valhalla, New York. Fujifilm describes the SQUARE 2 as the latest model in its instax SQUARE lineup, with a refreshed body plus new features. Its parent group, FUJIFILM Holdings, is headquartered in Tokyo.
- U.S. price: $119.95 MSRP for the camera.
- Availability: expected late October 2026, per the October 13, 2026 announcement.
- Colors: Slate Blue, Misty White, Brick Red.
- In the box: hand strap, quick start guide, four AA batteries plus a one-year limited warranty. Film is sold separately.
- New film: instax SQUARE Soft Haze, a 10-exposure pack with lower saturation plus contrast, at $18.99 MSRP.
The headline feature is the Mood Filter Switch. Warm adds a subtle golden tone, Cool gives a crisper blue tone, while Off keeps the standard instax look. Fujifilm also added a built-in selfie mirror plus twist-to-operate controls for three shooting modes.
instax SQUARE 2 ($119.95 on Amazon)
The SQUARE 2 keeps the same optical recipe as the older SQUARE cameras: a 65.75 mm f/12.6 lens with two elements. Exposure is automatic across Lv 5.0 to 15.5 at ISO 800, with a programmed shutter from 1/2 to 1/400 sec. The flash fires on every shot, adjusts its output automatically, plus covers 0.3 to 2.2 m.
What changes is control. You turn the lens ring to pick Close-up (0.3 to 0.5 m), Standard (0.5 to 3.0 m) or Landscape (3.0 m and beyond). The SQ1 plus SQ40 offer only a standard mode plus a selfie mode, so Landscape is new to this trio. The Mood Filter is the other addition; it shifts color at the moment of capture, since an analog instant print cannot be edited afterward.
Power is a practical upgrade. Fujifilm rates four AA alkaline batteries for about 30 ten-shot film packs, or roughly 300 exposures. The SQ1 plus SQ40 use two CR2 lithium cells, which cost more plus are harder to find in a hurry. The trade-off is size: Fujifilm lists 139.0 × 119.5 × 71.0 mm at 450 g, measured with film plus strap but without batteries.
It suits first-time instant shooters, gift buyers plus anyone who wants square prints without paying a premium for styling. Fujifilm’s product page had no customer reviews yet on November 1, 2026, so long-term reliability is still unknown.
Check price of the SQUARE 2 in Slate Blue →
Other colors: Misty White or Brick Red, both $119.95 on Amazon.com when checked on November 1, 2026.
instax SQUARE SQ40 (About $181.71 on Amazon)
The SQ40 is the style-led option. Fujifilm describes a square silhouette with a textured, classic black finish. Rotating the lens switches on the camera plus enters selfie mode, which keeps the controls minimal.
On paper it shoots like the SQUARE 2: the same 65.75 mm f/12.6 lens, the same 1/2 to 1/400 sec shutter plus the same Lv 5.0 to 15.5 exposure range. Fujifilm lists 134.2 × 120.2 × 60.5 mm at 453 g, measured without batteries, strap or film, so it is slimmer front to back. It has no Mood Filter or Landscape mode.
Price is the sticking point. Fujifilm’s list price is $199.95. On November 1, 2026 the Amazon.com listing showed $181.71 from a third-party seller with Amazon fulfillment, which is still about $62 more than the SQUARE 2. Buy it for the look, not for extra features.
Check price of the instax SQUARE SQ40 →
instax SQUARE SQ1 (Fujifilm List Price $159.95)
The SQ1 is the model the SQUARE 2 most directly follows. It shares the 65.75 mm f/12.6 lens plus the Lv 5.0 to 15.5 exposure range. Its shutter reaches a slower 1.6 sec, which can help in dim rooms, while the SQUARE 2 stops at 1/2 sec. It also runs on two CR2 lithium batteries rated for about 30 film packs.
Fujifilm’s U.S. site still lists the SQ1 at $159.95 in Terracotta Orange, Glacier Blue plus Chalk White. On Amazon.com, however, neither the Glacier Blue nor the Chalk White listing showed an offer we could link to when we checked on November 1, 2026. With the SQUARE 2 now $40 below the SQ1 list price, we do not link to it here.
Compare the Three
| SQUARE 2 | SQ40 | SQ1 | |
|---|---|---|---|
| Price (checked Nov 1, 2026) | $119.95 on Amazon | $181.71 on Amazon (third party) | $159.95 list; no Amazon offer |
| Lens | 65.75 mm f/12.6 | 65.75 mm f/12.6 | 65.75 mm f/12.6 |
| Shutter | 1/2 to 1/400 sec | 1/2 to 1/400 sec | 1.6 to 1/400 sec |
| Shooting modes | Close-up, Standard, Landscape | Standard, Selfie | Standard, Selfie |
| Color filter | Mood Filter (Warm, Cool, Off) | None | None |
| Batteries | 4 × AA | 2 × CR2 | 2 × CR2 |
| Rated capacity | About 30 packs | About 30 packs | About 30 packs |
| Size | 139.0 × 119.5 × 71.0 mm | 134.2 × 120.2 × 60.5 mm | Not listed on U.S. spec page |
| Colors | Slate Blue, Misty White, Brick Red | Black | Terracotta Orange, Glacier Blue, Chalk White |
For most buyers the SQUARE 2 is the clear pick. It is the cheapest of the three today, it has the most shooting control, plus AA batteries make it easier to keep running on a trip.
The SQ40 makes sense only if its black design matters to you more than about $62. The SQ1’s slower 1.6 sec shutter is a small low-light advantage, but without a new Amazon offer it is hard to recommend.
Film: Standard SQUARE or the New Soft Haze
All three cameras use instax SQUARE film: 86 × 72 mm sheets with a 62 × 62 mm picture area, developing in about 90 seconds. Film is the running cost, so budget for it before choosing a camera.
Soft Haze launched alongside the SQUARE 2. Fujifilm says it reduces saturation plus contrast for glowing highlights plus warm, diffused shadows. It works in any SQUARE camera, so SQ1 plus SQ40 owners can try the look too. Amazon.com listed it at $18.99, sold by Amazon.com, on November 1, 2026.
Check price of instax SQUARE Soft Haze film →
Buyer’s Considerations
- Square or mini? SQUARE prints have a 62 × 62 mm picture area, larger than credit-card-sized instax mini prints. If you prefer cheaper, smaller prints, see our instax mini 13 vs mini 12 vs mini 41 comparison.
- Want to choose shots before printing? The SQUARE 2 is fully analog, so every press uses a sheet. Hybrid models such as the instax mini Evo 2 let you review images first.
- Buy from the listing that matches the color you want. Each SQUARE 2 color has its own Amazon page, so stock plus delivery dates can differ by color.
- Prices move. Every price here was checked on November 1, 2026. Check the listing before you buy.
Summary
The instax SQUARE 2 is the new default square-format instant camera: $119.95, three shooting modes, a Mood Filter plus AA power. The SQ40 is a styling choice at a higher price. The SQ1 is best left to people who already own one.
Check the instax SQUARE 2 price on Amazon →
FAQ
How much is the instax SQUARE 2?
Fujifilm North America lists it at $119.95 MSRP. Amazon.com showed the same $119.95 for all three colors on November 1, 2026.
When was the instax SQUARE 2 released in the U.S.?
Fujifilm announced it on October 13, 2026 with availability expected in late October 2026. Amazon.com listings for all three colors were live on November 1, 2026.
Does the instax SQUARE 2 use the same film as the SQ1?
Yes. It prints on standard instax SQUARE instant film, the same film used by the SQ1 plus SQ40. That includes the new Soft Haze film.
What batteries does the instax SQUARE 2 use?
Four AA alkaline batteries, which are included in the box. Fujifilm rates them for about 30 ten-exposure film packs.
Sources
- FUJIFILM North America Corporation, “Capture What Shapes You – Fujifilm Introduces instax SQUARE 2 instant camera,” Valhalla, N.Y., October 13, 2026. newsroom-us.fujifilm.com
- instax U.S., instax SQUARE 2 product page plus specifications, accessed November 1, 2026. instaxus.com
- instax U.S., instax SQUARE SQ40 product page plus specifications, accessed November 1, 2026. instaxus.com
- instax U.S., instax SQUARE SQ1 product page plus specifications, accessed November 1, 2026. instaxus.com
- Amazon.com listings for the instax SQUARE 2 (three colors), instax SQUARE SQ40, instax SQUARE SQ1 plus instax SQUARE Soft Haze film, price plus availability checked November 1, 2026. Prices may change.