AMD is reportedly planning a significant price increase for its graphics cards, with sources indicating a rise of approximately 10% set to take effect next month. This move follows similar price adjustments by Nvidia earlier in the week and is attributed to the ongoing memory crisis exacerbated by demand from the artificial intelligence sector.
According to a report citing hardware leaker Harukaze5719 on Twitter, AMD has communicated these impending price hikes to its add-in board (AIB) partners. While these are stated as supplier-side prices, it is highly probable that the increased costs will be passed on to consumers, given the typically slim profit margins of third-party graphics card manufacturers.
The report suggests that AMD has been holding off on these price increases, waiting for existing inventory to deplete and observing Nvidia's pricing strategies. The intention appears to be positioning AMD's offerings at a price point comparable to competing Nvidia products.
For example, the flagship Radeon RX 9070 XT, which initially launched in March 2025 for $599, is currently listed on Newegg for between $700 and $750. This card has historically offered better value than the similarly performing Nvidia GeForce RTX 5070 Ti, which commands a higher price. The upcoming AMD price adjustment could potentially diminish this value proposition, especially if the pricing aims to align closely with Nvidia's GPUs.
This development adds to a challenging year for hardware costs. Valve has previously cautioned that prices are expected to continue rising, and while Sony may avoid PlayStation 5 price increases for the remainder of the year, a change could occur once its RAM supply is depleted after the current fiscal year.
AMD has not yet provided official comment on these reported price increases. This situation marks another setback for consumers navigating a market defined by escalating hardware expenses.