Asus also jacks up prices on Nvidia and AMD GPUs

Asus also jacks up prices on Nvidia and AMD GPUs

  • 17.03.2025 15:06
  • pcworld.com
  • Keywords: danger, success

Asus has increased prices on its Nvidia RTX 50-series and AMD RX 9070 graphics cards, with significant jumps above MSRP. Despite these hikes, most cards remain out of stock, reflecting high demand and limited supply driving up costs for consumers.

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Estimated market influence

Asus

Negativesentiment_dissatisfied
Analyst rating: N/A

Asus has increased the prices of their graphics cards, including the ROG RTX 5090 Astral LC and Asus Prime RTX 5080. The price hikes are significant, with the cheapest 5090 now at $2,760, up by $280 from its launch price and $760 over MSRP. Similarly, AMD's RX 9070 and 9070 XT cards have seen their prices rise by 20%. Despite these increases, the graphics cards are sold out quickly, indicating high demand. Asus is taking advantage of this situation to maximize profits.

Nvidia

Nvidia

Negativesentiment_dissatisfied
Analyst rating: Strong buy

Nvidia's GPUs, such as the RTX 50-series, have seen their prices increase on Asus' online store. The launch price for the Prime RTX 5080 was $999.99, which is above Nvidia's MSRP after a supposed discount of $265. This indicates that Nvidia's suggested retail prices are being adjusted upwards by Asus, leading to higher costs for consumers.

AMD

AMD

Negativesentiment_dissatisfied
Analyst rating: Buy

AMD's Radeon RX 9070 and 9070 XT cards have experienced a 20% price increase on the Asus online store. The Prime variants were initially listed at AMD's base prices but have since risen, reflecting the broader trend of rising GPU costs for consumers.

System Integrators

Negativesentiment_dissatisfied
Analyst rating: N/A

System integrators are struggling to obtain graphics cards at reasonable prices due to the markup by manufacturers like Asus. Despite their ability to purchase in bulk, they are facing significant price increases, impacting their operations and costs.

Context

Analysis of Asus Price Hikes on GPUs

  • Price Increases:

    • Asus has raised prices for its RTX 50-series (e.g., Prime RTX 5080) and AMD RX 9070/9070 XT cards.
    • The cheapest RTX 5090 now costs $2,760, up by $280 from its launch price and $760 above MSRP.
    • AMD’s RX 9070 and 9070 XT saw a 20% increase, jumping to $663 and $780 respectively.

  • Market Dynamics:

    • GPUs are sold out across the board, with only two cards listed at MSRP in Asus's store.
    • High demand and low stock levels are driving price hikes, even for premium models like the ROG RTX 5090.

  • Competitive Landscape:

    • Other AIB partners (e.g., MSI, Gigabyte) may follow Asus’s lead in price adjustments due to market conditions.
    • System integrators face challenges as bulk pricing remains elevated despite their buying power.

  • Demand and Supply:

    • Despite AMD releasing more RX 9070 cards, they sold out quickly, indicating sustained high demand for GPUs.
    • The trend suggests that MSRP is becoming irrelevant as retailers and manufacturers apply significant markups.

  • Strategic Considerations:

    • Asus and other AIBs are maximizing profits by hiking prices due to relentless consumer demand.
    • This strategy could lead to long-term shifts in consumer behavior, potentially affecting the broader PC market.

  • Regulatory and Long-Term Implications:

    • Price hikes may draw scrutiny from regulators, especially if deemed anti-consumer.
    • The trend could impact future GPU launches, with companies adjusting pricing strategies based on current demand trends.