Asus ROG Xbox Ally X price jumps in Japan, as memory shortage threatens gaming handhelds

A storage and memory shortage triggered by demand from AI data centers is impacting gamers worldwide. Buyers may be seeing the first evidence of a wider Asus ROG Xbox Ally X price increase. In Japan, the device’s release date MSRP was 139,800 yen (about $911), but now multiple stores have listed it for 169,800 yen ($1107).

Automaton reported on the more than 20% increase, which hasn’t yet affected the ROG Xbox Ally in the country. The non-Microsoft affiliated ROG Ally X and ROG Ally are also immune for now. Nevertheless, fans are immediately speculating that the higher SSD and memory prices are the culprit.

Warning signs from Asus

In January, a leaked internal memo from Asus Taiwan hinted that its gaming inventory would soon become less affordable. The communication explained that the supply chain strain on DRAM and NAND flash was influencing component costs. It planned to implement “strategic price adjustments for certain product combinations”, but didn’t mention gaming handhelds.

The ROG Xbox Ally X specs include 24GB of LPDDR5X RAM and a 1TB NVMe M.2 SSD. If the manufacturer’s stockpile of these parts is running dry, it may explain the updated pricing in Japan.

Dwindling gaming handheld supplies

AMD Ryzen Z2 Extreme-powered rivals like the Legion Go 2 are also more expensive in some regions. PC Guide recently noted that the official Lenovo UK store had raised prices significantly on several models. The company has not provided an explanation for the adjustments. Meanwhile, the system remains out of stock in other parts of the world.

Windows gaming handhelds aren’t the only options that have become more costly or scarce. Valve’s Steam Deck OLED is no longer for sale in several countries, including the U.S. The development follows the retirement of the cheaper LCD alternative late in 2025.

Valve hasn’t blamed the storage or memory shortage for the limited availability. Even so, it delayed its upcoming compact Linux-based Steam Machine due to supply challenges.

Currently, the pre-tax ROG Xbox Ally X price is still $999.99 at Best Buy, its exclusive U.S. retailer. However, mobile gamers looking for an upgrade are feeling pressure to act fast.