AMD and Nvidia to set fake MSRPs as Asus and Gigabyte reportedly raising GPU prices soon by up to 15%

Since the start of the current DRAM crisis, it was expected that discrete GPUs would be one of the hardest hit consumer tech segments. The eventual price hike was expected to be quite brutal, especially for boards with 16 GB or more VRAM. According to a report out of Taiwan, Asus and Gigabyte are going to raise the prices of their AMD Radeon RX 9000 and Nvidia GeForce RTX 50 GPU offerings by the end of January 2026.

The proposed price hikes appear to follow MSI’s lead, as the company seems to have already raised prices of its boards. The GPU price increases by Asus and Gigabyte are reportedly going to range from 10-15%, depending on the VRAM size. So, GPUs like the RTX 5080 and the RX 9070/XT with 16 GB of VRAM could become 15% more expensive, while 8 GB VRAM cards like the RTX 5060/Ti and RX 9060 XT could see a 10% price increase.

Interestingly, since AMD and Nvidia haven’t officially raised prices of RDNA 4 and RTX 50 GPUs, it seems Team Red and Team Green are going to let MSI, Asus, and Gigabyte implement the price hikes, and, thus, face customer backlash. This is a pretty terrible move, if true, as AMD/Nvidia can then hide behind fake MSRPs. 

We’ve already gotten a taste of Nvidia’s strategy to deny any GPU price hikes/discontinuations just a few days ago when Hardware Unboxed claimed that the RTX 5070 Ti and RTX 5060 Ti 16 GB could be discontinued. Nvidia and Asus later pushed back, claiming that neither GPU has been discontinued. However, one look at the current pricing trends of the RTX 5070 Ti and the RTX 5060 Ti 16 GB on Newegg is enough to confirm what’s happening.

For instance, most RTX 5070 Ti AIB variants on Newegg are currently retailing for much more than the $749 MSRP. The same goes for the RTX 5060 Ti 16 GB. Fortunately, the RX 9070 and RX 9070 XT are still retailing at reasonable prices.

Simply put, the time of GPUs retailing at or near MSRPs seems to be over. Things are going to get worse in the coming days. So, if you want a GPU, now might be a good time to start looking before AIBs increase their prices and supply shortages exacerbate the situation even further.

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