Instax Square SQ1: Why Fujifilm's 2020 Instant Camera Is Always Sold Out

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The Instax Square SQ1 arrived in 2020 as a simple, one-button instant camera, and for years it sat quietly in the middle of Fujifilm’s lineup. Now it’s one of the hardest instant cameras to actually buy. Demand has spiked so sharply that Fujifilm suspended new orders in Japan, telling customers that production can’t keep up, and US stock has thinned out to mostly Amazon listings.

Price: From $159
Where to Buy: Amazon

What’s strange is that nothing about the camera itself changed. It’s the same square-format shooter it’s always been, simple by design and light on manual control. The renewed rush lines up with a wider return to analogue photography among younger shooters and content creators, with the square print sitting right at the center of the look. Here’s what the SQ1 does, and what you’re paying a premium for right now.

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What the Instax Square SQ1 actually is

The SQ1 is a fully automatic point-and-shoot that prints on Instax Square film. Its square frame gives you a 62x62mm image area, around 1.5 times the size of an Instax Mini print, which is the whole draw for anyone who loves that classic boxy shape.

There’s a single shooting mode plus a close-up setting, a built-in selfie mirror, and an optical viewfinder set off to the side of the lens. You aim, press the shutter, and the flash fires on every frame.

The specs, kept simple

Behind the playful shell sits a fixed 65.75mm f/12.6 lens paired with automatic exposure, so there are no aperture or shutter dials to manage. It runs on two CR2 batteries and weighs about 390g without a film pack. What you won’t find are a self-timer, a tripod mount, or manual controls, which is the trade for keeping it this simple to shoot.

Why it’s suddenly trending

Fujifilm hasn’t spelled out a single reason, but the timing tracks with the analogue revival that’s been building across social feeds. Square prints scan and post cleanly, they feel more deliberate than a quick phone snap, and the SQ1 is the most affordable way into Fuji’s square format. That combination has pushed a quiet catalogue model into sold-out, status-symbol territory, and prices have climbed right along with the hype.

What you’ll pay right now

The SQ1 launched at around $120, and Fujifilm now lists it at $159.95 on its own store. In practice, the shortage has pushed street prices higher, with recent Amazon listings sitting near $198 to $200 and some third-party sellers asking well above that. If you can wait, letting stock recover is the cheaper move. If you want one today, plan to pay over list.

FUJIFILM Instax Square SQ1 Instant Camera Review

Who it’s for

For anyone who wants square instant prints with no learning curve, the SQ1 is a welcoming pick, and the bright color options add to the charm. For anyone who wants a self-timer, double exposures, or a tripod mount, the SQ1 will feel thin, and the alternatives below make more sense. The appeal here is simplicity and that big square frame, not a spec sheet.

Three square-friendly cameras to consider

Fujifilm Instax Square SQ40. Think of the SQ40 as the SQ1’s near twin: same square format and internals, wrapped in a black textured finish instead of bright colors. It’s the obvious backup when the SQ1 is out of stock, though you often pay more for what comes down to a different shell. Buy on Amazon
Polaroid Now Generation 3. On features, no square-format rival lines up closer to the SQ1. It shoots larger, iconic Polaroid film and adds a self-timer, double exposure, a tripod mount, and two-lens autofocus, so it’s the move if you want more creative room. Film costs more per shot than Instax, though. Buy on Amazon
Fujifilm Instax Mini 12. Fuji’s cheaper, smaller sibling uses the same twist-to-shoot idea in the Mini format. Prints come out smaller and easier on the wallet, and it’s far simpler to find in stock. It’s a strong entry point when the square look isn’t a must-have. Buy on Amazon

Price:From $159
Where to Buy: Amazon

Bottom line

The SQ1 is a simple square-format instant camera that got popular faster than Fujifilm can restock it, and nothing about the hardware justifies a panic buy. If you find one at or near its $159.95 list price, it’s an easy pick for square prints with zero fuss. If the only stock you see sits near $200, wait for supply to settle or grab the SQ40, which shoots the same square film.

Want a self-timer, double exposures, or a tripod mount? The Polaroid Now Generation 3 is the smarter buy.