ZOTAC is facing growing criticism after reports surfaced claiming the company abruptly raised GeForce RTX 5090 prices on its official store while also canceling some existing customer orders without a clear explanation.
The situation is drawing comparisons to other recent controversies in the PC hardware space, where shoppers placed orders at a listed price, only to see those orders canceled and the same products relisted minutes or hours later at a higher cost. While rising component and memory costs have impacted pricing across GPUs, laptops, and prebuilt PCs, customers generally expect that once a company accepts an order at its own published price, that purchase will be honored.
According to users discussing the issue online, ZOTAC’s RTX 5090 pricing reportedly jumped by roughly 20% to 22% in a very short period. In practical terms, that’s close to a $500 increase depending on the model, with multiple variants said to be affected. The claims include specific mentions of popular RTX 5090 editions, with shoppers noticing the higher prices appearing essentially overnight.
Even more concerning for buyers are allegations that some orders were canceled after purchase. A screenshot shared by a user shows an email stating the order had been canceled due to a “System Error,” with a refund issued and customers told to place the order again once the error was resolved. The timing has raised suspicion among shoppers, with claims that cancellations hit orders from late night or early morning and were followed by a quick price increase afterward.
At the time of reporting, the ZOTAC online store was also said to be undergoing maintenance, leaving customers unable to verify details directly through the storefront while screenshots and user accounts continue to spread.
For now, there’s no official clarification on how many customers were affected, what caused the “system error,” or whether any canceled orders will be reinstated at the original price. Until ZOTAC addresses the situation publicly, buyers may want to be cautious about rushing to purchase high-demand GPUs from the official store—especially if pricing appears to shift rapidly or if stock and checkout behavior seems unstable.
