Just a couple days after AMD introduced a new 4GB graphics card, the company reportedly plans to raise its GPU prices by around 10%, due to the ongoing memory crisis at the hands of AI.
According to known hardware leaker Harukaze 5719 on Twitter, AMD has reportedly informed AIB partners that prices will increase by at least 10% starting next month. Just like with the Nvidia price increases earlier this week, these would be supplier-side prices, which doesn’t necessarily mean the entire increase would be passed onto consumers. However, it is extremely likely that they would be – third-party graphics card manufacturers aren’t exactly known for having huge margins.
— 포시포시 (@harukaze5719) July 31, 2026
According to the post linked by Harukaze, AMD has been sitting on these price increases for a little while. Team Red was supposedly waiting for current inventory to thin out a bit, but it seems like it was also waiting for Nvidia to announce its price increases. And, now the price increases are expected to position AMD graphics cards at a similar price to competing Nvidia cards.
Right now, the flagship Radeon RX 9070 XT will set you back about $700-$750 on Newegg, which is already significantly more than the $599 it launched for back in March 2025. Since that graphics card came out, it’s always been a better value than the Nvidia GeForce RTX 5070 Ti, which performs at about the same level, but costs significantly more right now. After these upcoming prices, its possible that value window closes a bit, especially if the line “the price positioning is expected to be similar to that of NV (Nvidia) graphics cards” is to be believed.
I’ve reached out to AMD for comment on these price increases, and I’ll update this story if and when I hear back from the company. But regardless, this is just another blow in a year that’s been brutal for hardware costs. Valve has already come out this month saying that prices are only going to get worse, and while Sony will probably avoid a price increase on the PS5 for the rest of the year, that story will likely change when the company runs out of RAM after this fiscal year.
Jackie Thomas is the Hardware and Buying Guides Editor at IGN and the PC components queen. You can follow her @Jackiecobra
