AMD plans to raise its GPU prices by at least 10% beginning next month, according to hardware leaker Harukaze5719 and internal AMD supply chain sources [1, 2, 3]. The move comes shortly after Nvidia raised its GPU prices to partners, including manufacturers like MSI and Asus, by up to 30% on July 28 [3].
AMD informed its Add-in-Board (AIB) partners of the upcoming price increase on July 31, which applies to supply prices but may be passed on to consumers due to tight margins among partners [1, 2]. The overall price positioning between AMD and Nvidia GPUs is expected to align more closely following the increase [1, 2, 3].
The chipmakers attribute the price rises primarily to a memory shortage driven by soaring AI demand, which has put significant strain on supply chains. Samsung warned in an earnings call that "the supply constraints are expected to become even more severe in 2027 than 2026, reinforcing our view that the supply shortage will persist through 2028" [2].
AMD’s Radeon RX 9070 XT, which launched in March 2025 at $599 MSRP, is currently selling for around $700 to $750 on retail sites like Newegg [1, 3]. AMD also recently introduced a 4GB version of the RX 9050 priced at about $280, marking a return to lower VRAM cards as consumers seek more affordable options amid rising GPU prices [3].
The Nvidia price increase to partners prompted AMD’s more modest hike, reflecting tightening market conditions. The industry expects AMD’s price increase to take effect in August, adjusting retail costs upward alongside Nvidia’s ongoing price changes.
