NVIDIA and AMD Face GPU Price Increases Amid Memory Crisis

Recent reports indicate that NVIDIA and AMD have informed their board partners about impending price increases for their graphics processing units (GPUs) due to rising costs associated with GDDR6 and GDDR7 memory. This adjustment is a direct response to ongoing memory supply constraints affecting the entire PC hardware market. Benchlife, a Taiwan-based leaker recognized for its reliability in supply news, claims that NVIDIA's new pricing for GPUs remains lower than AMD's, despite both companies facing similar challenges.

New rumor suggests NVIDIA's new GPU prices would put it at a price-to-performance advantage over AMDNVIDIA increases GeForce RTX GPU pricing for its partners, but it's still lower than AMD'sNVIDIA Raises Prices on Memory Chipsets - But Not as Much as AMDNVIDIA’s Latest Prices Are Lower Than AMD As Both GPU Makers Notify Partners of Updated Price Bumps

On January 16, 2026, NVIDIA officially notified its add-in-board (AIB) partners, including ASUS, MSI, and GIGABYTE, about the price hikes for bundled memory packages. Although the exact figures for the price increases have not been disclosed, reports suggest that the adjustments could lead to retail price increases of 10-20% for various GPU models. Notably, NVIDIA's pricing strategy appears to be more favorable compared to AMD's, which has prompted concerns about AMD's ability to maintain competitive pricing.

NVIDIA’s Latest Prices Are Lower Than AMD As Both GPU Makers Notify Partners of Updated Price BumpsNew rumor suggests NVIDIA's new GPU prices would put it at a price-to-performance advantage over AMDNVIDIA Raises Prices on Memory Chipsets - But Not as Much as AMDNvidia and AMD reportedly raise VRAM cost to graphics card makers, and that’s bad news for GPU prices

The price increases are expected to affect the retail prices of NVIDIA's GeForce RTX 50 series cards, particularly those utilizing GDDR6 and GDDR7 memory. While NVIDIA has stated that it will absorb some of the costs to keep GPUs affordable, the reality is that AIB partners may still raise prices to cover their increased expenses. This situation is compounded by the fact that neither NVIDIA nor AMD has adjusted the manufacturer's suggested retail prices (MSRPs) for their GPUs, leaving the final pricing largely in the hands of third-party manufacturers.

NVIDIA increases GeForce RTX GPU pricing for its partners, but it's still lower than AMD'sNvidia and AMD reportedly raise VRAM cost to graphics card makers, and that’s bad news for GPU pricesNVIDIA Raises Prices on Memory Chipsets - But Not as Much as AMDNVIDIA’s Latest Prices Are Lower Than AMD As Both GPU Makers Notify Partners of Updated Price Bumps

Critics argue that the lack of MSRP adjustments is merely a superficial measure, as AIB partners are likely to pass on the increased costs to consumers. This could lead to significant price hikes in the market, particularly for high-demand models like the RTX 5070 Ti and AMD's RX 9000 series. Reports from the Commercial Times indicate that some manufacturers, such as MSI, have already begun increasing prices for their RTX 50 series cards, with others expected to follow suit shortly.

GPU prices continue to rise in 2026, up to 20% claims report, but Nvidia and AMD won’t be changing MSRP

While NVIDIA's price increases are reported to be lower than AMD's, there is still uncertainty surrounding the exact impact on retail prices. Some sources suggest that the price hikes could range from 10-15% for GPUs with lower memory configurations, while higher-end models may see increases of up to 20%. The ongoing memory crisis, driven in part by demand from AI firms, continues to create volatility in the market, affecting not only GPUs but also other PC components.

NVIDIA’s Latest Prices Are Lower Than AMD As Both GPU Makers Notify Partners of Updated Price Bumps

• “What we can say is that NVIDIA's new prices are still lower than those announced by AMD to its AIB partners.” — Benchlife

NVIDIA’s Latest Prices Are Lower Than AMD As Both GPU Makers Notify Partners of Updated Price Bumps

• “the price increase is about 10-15% depending on the VRAM specifications” — Commercial Times

GPU prices continue to rise in 2026, up to 20% claims report, but Nvidia and AMD won’t be changing MSRP

As the GPU market navigates these challenges, consumers and manufacturers alike are left to contend with the implications of rising costs and supply constraints.

NVIDIA’s Latest Prices Are Lower Than AMD As Both GPU Makers Notify Partners of Updated Price Bumps