GPU prices are rising once again, but NVIDIA's flagship GeForce RTX 5090 seems to be in a league of its own. Launched with a European MSRP of €2,099, it now sells for more than €5,000 in Europe, with the cheapest listed models in Germany reaching over €5,200.
As the ongoing memory shortage collides with soaring demand for AI hardware, GPU prices have skyrocketed all over the world. As reported by HardwareLuxx, in-stock RTX 5090 models listed on Geizhals are now selling for more than €5,000, a trend that is becoming increasingly difficult to ignore across global markets.
As reported previously, average GPU prices are up 28% over MSRP, while the RTX 5090 is sitting 136% above MSRP across ten markets tracked by TechSpot. U.S. pricing is even worse, with the card reaching roughly 145% above MSRP. Data from PCPartPicker, which tracks pricing in the U.S. market, tells a similar story, suggesting that the escalating prices are far from being limited to Europe.
At Geizhals, the cheapest model we found is the GIGABYTE RTX 5090 Gaming OC variant at €5,249, with prices rising to €6,999 for the ASUS ROG Astral RTX 5090.
The RTX 5090 has been disproportionately affected by these hikes, with its 32GB of VRAM and impressive 1.79 TB/s of memory bandwidth making it particularly attractive for local LLMs. On a similar note, NVIDIA's RTX Pro 6000 Blackwell, equipped with 96GB of memory, is similarly selling for around $16,000, roughly twice its original launch price of $8,000.
Two of the primary forces behind these price increases appear to be the ongoing memory shortage and growing demand for powerful AI hardware. Despite the steep premiums, the RTX 5090 and other high-end GPUs remain appealing to enthusiasts and AI users willing to pay for performance, even if they've slipped past the hands of an average consumer.
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With LLMs continuing to improve with every new release, memory makers are reporting record revenue figures. SK hynix has warned that memory shortages could persist until 2030, although the situation could improve sooner if AI inference becomes significantly cheaper and demand stabilises. For now, however, the short-term outlook offers little reason for optimism.
