Adorama Review
B&H's chief rival for professional photography and video — comparable selection, more consumer-friendly, strong rental program
Last reviewed: 2026-05-26 · By GBBR Editorial Team
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Our Top Pick · Silver Tier
Adorama
Free plan available
The Bottom Line
Adorama is the second-largest professional photography and audiovisual retailer in the US and B&H Photo's primary competitor, earning a Silver tier rating for its comparable professional equipment selection, strong used equipment department, and a unique rental program that lets photographers try gear before committing to a purchase. Founded in 1979 and headquartered in Manhattan, NY. Best for professional photographers and videographers who want a B&H alternative, or who need to rent equipment before buying.
What is Adorama?
Adorama was founded in 1979 in New York City and operates from its flagship store on 18th Street in Manhattan. Like B&H, Adorama built its reputation serving professional photographers and has expanded into consumer electronics, pro audio, and video production. Adorama's key differentiator vs. B&H is its rental program — Adorama Rentals allows photographers and videographers to rent cameras, lenses, lighting, and audio equipment by the day, week, or longer, with an option to apply rental fees toward purchase. Adorama is a family-owned business and has maintained a strong reputation for customer service.
What does Adorama offer?
250,000+ products across professional photography, video, audio, computers, and consumer electronics. Professional camera systems (Canon, Nikon, Sony, Fujifilm, Hasselblad, Leica), cinema cameras (Blackmagic, RED, ARRI), studio lighting, professional audio. Used department with graded condition ratings. Adorama Rentals: cameras, lenses, lighting, audio — day/week/month rates with purchase-credit option. Adorama Learning Center: free online photography and video education. AdoramaPix photo printing services. 30-day return window. Free standard shipping on most orders over $49. Edu pricing for students and educators.
Standard (free)
$0
/year
Rentals (from)
$25
/one-time
Is Adorama worth the price?
Competitive with B&H on pricing; rental program adds unique value — rent before you buy to validate a $1,000+ lens purchase
B&H has slightly deeper inventory on some professional categories. Adorama's rental program is a meaningful differentiator — renting a $2,000 lens for $50/day before purchasing is not available at B&H.
Strong valueHow we scored it
Overall score: 82/100
250,000+ products — comparable depth to B&H in professional photography and video; strong used department
Competitive with B&H and Amazon on professional equipment; no Payboo-equivalent tax rebate but pricing is otherwise comparable
30-day return window on most items; used equipment rated by condition; clear defect policy
Free standard shipping on orders $49+; standard 3–5 day domestic; rental shipping is fast and well-packaged
Knowledgeable staff for professional AV; Adorama Learning Center provides free educational content; responsive customer service
Edu pricing for students/educators; volume business purchasing available; not as formally structured as B&H for institutional accounts
Why Adorama is Silver Tier
Adorama earns Silver because while it matches B&H on professional catalog depth, its brand recognition is slightly lower, the physical store experience draws fewer visitors than B&H's iconic Manhattan superstore, and it doesn't have B&H's Payboo card tax rebate equivalent. The rental program is a genuine differentiator that pushes it ahead of pure consumer retailers but doesn't quite overcome B&H's first-mover advantage in professional trust. For photographers who want to rent before buying — a major use case for expensive lenses and specialty cameras — Adorama is the better choice.
Pros & Cons
Pros
- ✓Rental program — rent cameras, lenses, and lighting by the day with purchase-credit option
- ✓Professional catalog depth comparable to B&H — cameras, lenses, cinema, audio, lighting
- ✓30-day return window on most equipment
- ✓Free Adorama Learning Center — photography and video education
- ✓AdoramaPix photo printing integrated with equipment purchase workflow
- ✓Known for approachable customer service, especially for newer photographers
Cons
- ✗No Payboo-equivalent tax savings card
- ✗Slightly lower brand recognition vs. B&H among professional photographers
- ✗Physical store draws fewer visitors than B&H's iconic Manhattan superstore
- ✗Some professional category gaps vs. B&H on the most niche equipment
Ready to try Adorama? Free plan available — no credit card required.
Get Adorama →Frequently Asked Questions
Is Adorama worth it in 2026?
Competitive with B&H on pricing; rental program adds unique value — rent before you buy to validate a $1,000+ lens purchase Overall verdict: Strong value.
What is Adorama best for?
Adorama is best for: Photographers who want to rent a lens or camera before committing to a purchase, New photographers building their kit who want educational resources alongside equipment, Professionals who've had a frustrating experience at B&H and want an alternative.
Does Adorama have a free plan?
Yes — Adorama offers a free tier: Free to shop; rental program available separately.
Who should NOT use Adorama?
Adorama is not the right fit for: Casual consumer electronics buyers (Best Buy or Amazon serve this better); Buyers who specifically value B&H's Payboo card tax rebate.
What are the best Adorama alternatives?
Top alternatives to Adorama include bhphotovideo, best-buy, newegg.
Adorama earns Silver because while it matches B&H on professional catalog depth, its brand recognition is slightly lower, the physical store experience draws fewer visitors than B&H's iconic Manhattan superstore, and it doesn't have B&H's Payboo card tax rebate equivalent. The rental program is a genuine differentiator that pushes it ahead of pure consumer retailers but doesn't quite overcome B&H's first-mover advantage in professional trust. For photographers who want to rent before buying — a major use case for expensive lenses and specialty cameras — Adorama is the better choice.
Get Adorama →Free tier available — no credit card required
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