With each new generation of AMD and NVIDIA graphics cards, history repeats itself. We get excited about the chance to upgrade our PCs at a reasonable price, but then reality hits. What manufacturers promise and what actually happens are two very different things.
NVIDIA: MSRP That Doesn’t Hold Up
NVIDIA announced its RTX 5070 with a suggested price of €659, but the Founders Edition—actually sold at that price—was instantly out of stock and hasn’t been available since. The RTX 5070 Ti, officially priced at €899, was available at that price for a while, but it’s currently sold out. The few units left for sale are more expensive models.
AMD: The Same Story With Radeon RX 9070
The new Radeon RX 9070 and 9070 XT launched with suggested prices of $549 and $599, respectively. However, as soon as they hit stores, their prices skyrocketed. The most affordable RX 9070 we found, a Gigabyte model, costs €759.99. If you’re looking for an RX 9070 XT, the cheapest one we saw was €835… but it’s out of stock. The only available option is a Sapphire model selling for €1,087.99—far from AMD’s official pricing.
Are These Improved Versions?
Manufacturers often modify AMD and NVIDIA’s reference designs with enhancements like factory overclocking or additional cooling systems. However, the price difference compared to the official MSRP remains excessive.
Only a Few Units at MSRP
According to retailer Inet.se, the recommended prices apply to a very limited number of cards. In fact, they are only honored for the first shipment of each model. As a result, the few units that do launch at the advertised prices sell out quickly, and those prices are unlikely to return.
False Advertising?
AMD and NVIDIA’s pricing strategy is concerning. While some users claim to have found cards at the suggested prices, most report that these models sell out immediately, leaving only the more expensive versions. Additionally, scalping and price speculation have worsened the situation, just like in the past.
Plenty of Stock… If You Buy a Full PC
Interestingly, many stores have no problem selling these GPUs—but only as part of a prebuilt gaming PC. This makes it difficult to determine if the GPU price is actually close to the MSRP.
For consumers, the situation is frustrating. Getting one of these graphics cards at the prices AMD and NVIDIA advertise is nearly impossible.
