Asus and Gigabyte Raise GPU Prices as RTX 50 Series and Radeon Cards Get More Expensive
Graphics card prices are climbing again, and this time the increases are becoming harder for PC builders and gamers to ignore. Asus and Gigabyte have reportedly adjusted pricing across several Nvidia GeForce RTX 50 series and AMD Radeon graphics cards, adding more pressure to an already expensive GPU market.
The latest price changes follow earlier increases that began around the end of January, when several graphics cards became roughly 10% to 15% more expensive. At the time, the ongoing shortage of memory components was cited as a major reason. Since then, pricing has continued to move upward, especially for popular mid-range and high-end GPUs.
One of the clearest examples is the Nvidia GeForce RTX 5070 Ti 16 GB. In November 2025, the card was selling for around 7,200 yuan, or roughly $1,064. After the January price hike, it climbed to about 8,000 yuan. More recently, the same class of card jumped to 9,299 yuan, or about $1,374, before reaching approximately 10,700 yuan, or $1,581. That marks an increase of nearly 49% compared to its November price.
Asus custom graphics cards have also seen major price movement. The TUF Gaming RTX 5080, which was previously available for around $1,199, is now being listed at about $1,595 even after discounting. That represents a price jump of roughly 33%.
The ROG Strix RTX 5080 OC has seen an even steeper increase. The card launched at $1,499, but listings have reached as high as $2,099. That is around 40% more than its launch price and puts it above the official price of Nvidia’s own RTX 5090 Founders Edition.
The reported Asus GPU price increases affect a wide range of Nvidia and AMD models. The RTX 5090D V2 is said to have increased by around 4,500 yuan, or about $666. The RTX 5080 and RTX 5070 Ti series have reportedly risen by 1,500 to 1,700 yuan, equal to roughly $222 to $252.
The RTX 5070 and RTX 5060 Ti 16 GB models have increased by about 1,000 yuan, or $148. The RTX 5060 Ti 8 GB series has gone up by around 650 to 700 yuan, or $96 to $104. The RTX 5060 8 GB lineup is reportedly up by 600 to 680 yuan, or $89 to $101, while the RTX 5050 series has seen an increase of about 600 yuan, or $89.
AMD Radeon cards are also being affected. The Radeon RX 9070 XT has reportedly increased by around 1,150 yuan, or $170. The Radeon RX 9060 XT 8 GB has seen a smaller but still noticeable rise of about 500 to 650 yuan, or roughly $74 to $96.
On average, many popular graphics cards are now around 40% more expensive than before. While Nvidia’s wholesale kit pricing is reportedly up by around 20% to 30%, retail prices may still rise further depending on supply, demand, and memory costs.
AMD buyers are not getting much relief either. Radeon GPU kit prices are said to have increased by around 10% as of July, and the situation could worsen if memory prices keep rising.
A major factor behind these graphics card price hikes appears to be the higher cost of GDDR7 video memory. For a 16 GB graphics card, the memory cost alone is reportedly now close to $150 higher than before. Manufacturers are passing that extra cost down the supply chain, meaning consumers ultimately pay more at retail.
The timing is frustrating for gamers, creators, and PC enthusiasts hoping to upgrade to the latest Nvidia RTX 50 series or AMD Radeon RX 9000 series graphics cards. With DRAM contract prices expected to rise by as much as 18% in the next quarter, the GPU market may remain expensive for the foreseeable future.
For anyone planning a new gaming PC build or graphics card upgrade, the message is clear: waiting may not guarantee lower prices. If memory shortages and component costs continue to climb, RTX 50 series and Radeon GPU prices could remain elevated well into the coming months.
