By now, gamers and PC gamers in general are no strangers to ridiculous hardware prices, but a recent report from TechSpot has given a bleak snapshot of what we are all experiencing.
According to the data, which TechSpot gathered by tracking the latest GPU prices across 10 countries, including the US, Australia, the UK, Canada, India, the Philippines, and more, graphics cards are now selling for approximately 28% above their launch MSRP. Notably, across all tracked graphics cards, the analysis showed a 15% price increase between July and August 2026.
NVIDIA's GeForce lineup was hit hard, with the report citing a 19% increase in a single month, while AMD rose by 11%. Zooming out to the wider market, the report found an average 28% increase above the original launch MSRP for each card, which actually excludes the GeForce RTX 5090 as it's an extreme outlier and would skew the numbers.
NVIDIA
- RTX 5050 - MSRP $249 → US price $300 - +20%
- RTX 5060 - MSRP $299 → US price $450 - +51%
- RTX 5060 Ti 8GB - MSRP $379 → US price $500 - +32% US / +14% global
- RTX 5060 Ti 16GB - MSRP $429 → US price $730 - +70% US / +53% global
- RTX 5070 - MSRP $549 → US price $800 - +46% US / +31% global
- RTX 5070 Ti - MSRP $749 → US price $1,050 - +40% US / +44% global
- RTX 5080 - MSRP $999 → US price $1,550 - +55% US / +38% global
- RTX 5090 - MSRP $1,999 → US price $4,900 - +145% US / +136% global
AMD
- RX 9060 XT 8GB - MSRP $299 → US price $360 - +20% US / +26% global
- RX 9060 XT 16GB - MSRP $349 → US price $460 - +32% US / +28% global
- RX 9070 - MSRP $549 → US price $630 - +15% US / +13% global
- RX 9070 XT - MSRP $599 → US price $750 - +25% US / +21% global
Intel
- Arc B570 - MSRP $219 → US price $260 - +19%
- Arc B580 - MSRP $249 → US price $310 - +25% US / +25% global
NVIDIA launched the flagship GeForce RTX 5090 at an MSRP of $1,999, but the cheapest available model that TechSpot could find in the US was approximately $4,900. Across 10 regions, the RTX 5090 is priced an extraordinary 136% above MSRP, and 145% above MSRP in the US.
As for NVIDIA's other cards, the RTX 5060 Ti 16GB is now 53% above MSRP, the RTX 5070 Ti is 44%+, and the RTX 5080 is 38%+. The RX 9060 XT 16GB is currently sitting 28% above MSRP globally.
The reason for the significant increase in cost is that AI companies are buying AI-specific graphics cards, which has caused memory supply, specifically GDDR7, to be directed toward those cards and not toward consumer GPUs. In a nutshell, AI companies have priced out PC gamers and general consumers, as NVIDIA makes more money selling AI GPUs to AI companies than selling gaming GPUs to consumers.
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Overall market
- GPU prices: ~28% above MSRP on average, excluding the RTX 5090
- RTX 5090: 136% above MSRP globally
- Average GPU price increase from July to August: +15%
- NVIDIA average monthly increase: +19%
- AMD average monthly increase: +11%
