If you have ever asked me which camera you should buy, there is a pretty good chance I have already sent you the same three-paragraph WhatsApp essay explaining the differences between the X-T series, the X-H series, and the rest of Fujifilm’s lineup. I have answered this question so many times that I eventually decided to just put it on a website and send a link instead. The website is called Which-Fuji, and this is the story of why I built it.
I have been a Fujifilm fan for a while now. I am not going to lie — Fuji film simulations alone are a huge reason. The colors straight out of the camera are beautiful, and I find myself doing far less editing when I shoot on Fuji than I did with my old Canon or Sony bodies. There is something about the look of the JPEGs that keeps me coming back.
But Fuji’s lineup can be genuinely confusing. There are X-T bodies, X-H bodies, X-Pro bodies, X-E bodies, X100 fixed-lens cameras, the X-S line for newcomers, the older X-A and X-M cameras for absolute beginners, and the X-TXX line that sort of overlaps with the rest. New cameras come out every couple of years and old ones stick around for a surprisingly long time. If you are new to the system, it is hard to know what is current, what is discontinued, and what is worth picking up used.
I wanted to build something that I would have wanted when I was shopping for my first Fuji. Something small, fast, and to the point. No walls of text. No sponsored rankings. Just a quick way to figure out which body fits the kind of photography you actually do.
So I built which-fuji.xyz.
If you head over to the site, you will find a few different entry points depending on how you like to make decisions:
- A browse page that lists the current lineup with the quick specs and a one-line “who is this for” note
- A short quiz that recommends a body based on what you shoot and how you shoot it
- Reviews for each camera — short, honest, no fluff
- A couple of longer-form articles for the curious
The reviews are not trying to be DPReview. They are not trying to be the kind of long, spec-heavy review where you have to scroll past ten thousand words to find out whether the photographer actually liked the camera. They are short. They tell you who the camera is for. They tell you what it is good at and where it falls short. That is it.
I should also mention — I am not a Fuji ambassador or anything like that. This is just a personal project. I bought my own cameras, I shot with them, and I wrote down what I thought. If Fuji ever wants to send me an X-H3 to play with, I will not say no. But the opinions on the site are mine.
The site is built on Cloudflare Pages. It is static-first, no CMS, no database. There is a llms.txt at the root if you are an AI crawler and want the structured version, plus the usual sitemap.xml. I will probably write a more technical post about the build at some point — there are a few small things I did with the robots file and the AI policies that I think turned out nicely.
If you are shopping for a Fujifilm camera, or you know someone who is, take a look at which-fuji.xyz. And if you have feedback, you know where to find me. Now I can finally stop copy-pasting the same WhatsApp message.