GPU prices continue to rise due to industry-wide memory shortages, affecting a wide range of models – particularly high-end SKUs with high amounts of VRAM. Fresh reports from retailers and distributors in China now suggest Suggested E-Tail Pricing (SEP) has jumped 20% for AMD’s flagship Radeon graphics card, the RX 9070 XT – now costing around ¥6,999 (~$1037 USD).

Although these relate to the Chinese market, it’s an early sign of potential price increases elsewhere in the world. According to the same source, AMD has also upped the official MSRP to ¥5,599, which is considerably higher than the original ¥4,999 RMB – these prices equate to around $830 and $740, respectively. Another source notes hikes on Nvidia’s RTX 5080, too.

Price hikes for AMD’s RX 9000 and Nvidia’s RTX 5000 series GPUs

According to news outlet ChannelGate, AMD has updated its official price guidelines, with Q3 2026 facing a significant uplift compared to the current MSRP. On top of that, suggested pricing for online retailers in China is even higher, up to a 20% increase, and at best, a 5.6% increase – the latter in the case of the China-exclusive RX 7650 GRE card.

Moving on to the RTX 5080, ChannelGate also claims wholesale prices have “exceeded expectations” [translated], with the RTX 5080 now becoming a more hotly contested graphics card. Many consumers have been priced out of the flagship RTX 5090 card, leading to higher demand, thanks to a (relatively) better price-to-performance ratio.

According to the report, wholesale prices for the RTX 5080 in China have reached between ¥12,500 and ¥14,000, which roughly translates to between $1,850 and $2,075 – making it closer to the RTX 5090’s original $1,999 launch price. Popular Chinese retailer JD is selling them for around ¥12,999, but that may not last a whole lot longer.

All in all, more graphics card price hikes are on their way, as they usually hit China first before reaching overseas. You may have heard about Nvidia selling RTX 50 series GPUs for MSRP at QuakeCon last week, and it will likely be a long time before you’ll be able to grab these GPUs at their original MSRP from an online retailer – and the same goes for AMD’s Radeon range.

About the Author

Jack Goodall

At PC Guide, Jack is mostly responsible for reporting on hardware deals. He also specializes in monitors, TVs, and headsets and can be found putting his findings together in a review or best-of guide.