NVIDIA is reportedly increasing the prices of its GeForce RTX GPUs due to rising memory costs

NVIDIA has reportedly told its partners that it is increasing the pricing for GeForce RTX GPUs across both GDDR6 and GDDR7 models.

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Kosta Andreadis

Senior Editor

Published Jul 23, 2026 8:06 PM CDT

1 minute & 15 seconds read time

What you need to know

NVIDIA told AIB partners it will raise prices for GeForce RTX GPU kits covering both GDDR6 and GDDR7 models, citing rising memory costs. Higher component expenses-including cooling and PCBs-may push partners toward fewer entry-level cards and more premium designs, and could lead to higher retail GPU prices.

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With the memory crisis seemingly taking a turn for the worse, with no end in sight, it looks like GeForce RTX pricing is set to increase. According to a new report over at BenchLife (via VideoCardz), NVIDIA has reportedly contacted its various partners, or AIBs, to inform them that the prices for GeForce RTX GPU kits are set to increase.

Black desktop gaming PC with a transparent side panel, visible graphics card, and two large fans against a green and black backdrop. — A graphics card sits inside a windowed desktop PC, with cooling fans visible above and beside it.

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Like AMD, when it comes to supplying companies like ASUS, MSI, GIGABYTE, and others, with GPU hardware so they can assemble and ship their custom models, NVIDIA supplies kits that pair the GPU dies for various discrete GeForce RTX cards alongside GDDR7 and GDDR6 memory.

According to the report, the price increase covers both GDDR7 and GDDR6 products, which would refer to the GeForce RTX 50 Series as well as the resurgence of the GeForce RTX 3060, which utilizes the older memory technology. Now, a price increase for kits doesn't necessarily translate to a higher retail price, but with the cost of everything going up, that's looking likely.

The same report adds that the cost of GPU cooling systems, PCB manufacturing, and other components has also increased this year, and although it's not as dramatic as the exponential price increases associated with obtaining memory, it's enough to impact how NVIDIA's GPU partners will approach pricing and availability. One side effect of the whole situation is that we'll see fewer entry-level or baseline models, as GPU makers make more money from premium custom designs with advanced cooling, overclocking support, and other features.

Story Q&A

From TweakTown's coverage of this story.

Which GeForce RTX series and memory types does the article say are affected by NVIDIA's reported kit price increases?

The article says the kit price increases affect GeForce RTX models using GDDR7 and GDDR6 memory. It specifically refers to the GeForce RTX 50 Series (GDDR7) and the resurgence of the GeForce RTX 3060 (GDDR6).

How might the reported increase in NVIDIA GPU kit prices impact retail pricing for custom AIB cards according to the article?

The article says a kit price rise does not necessarily force higher retail prices, but with broader cost increases it is looking likely that AIB partners will raise retail prices for custom cards. It also notes higher costs for cooling, PCBs, and other components could influence partners' pricing and availability decisions, and may lead to fewer entry level models as makers favor premium designs.

What additional component cost increases besides memory does the article mention as affecting GPU makers' pricing decisions?

The article says the costs of GPU cooling systems and PCB manufacturing, along with other components, have also increased and are affecting how GPU makers approach pricing and availability.

Why does the article suggest there could be fewer entry-level or baseline GPU models available?

The article says rising costs for memory, GPU cooling systems, PCB manufacturing, and other components are pushing Nvidia partners to prioritize higher-margin premium custom designs. Because partners can make more money from premium cards with advanced cooling, overclocking support, and extra features, they are likely to produce fewer entry-level or baseline models.

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NVIDIA isn't alone in raising prices for its GPU kits, as we've heard AMD doing the same thing on multiple occasions throughout 2026 due to the increased costs associated with sourcing memory.