AMD Raises Radeon Prices by at Least 10%. The RX 9070 Could Hit $700

AMD has confirmed what the industry had been saying for weeks: Radeon graphics card prices are going up by at least 10% starting in August. The company deliberately waited for Nvidia to move first, and is only now catching up to its rival, giving up in the process one of the few real advantages Radeon cards held over GeForce this year: a lower price for similar performance.

How much this actually adds up to

That's an added $40-70 on every card in the $400-700 range, depending on the exact model and AIB partner. This isn't a cosmetic price adjustment, it's a real shift in the price bracket the RX 9070 sits in: it stops being a "under $650" card and moves into a segment where it has to compete directly with pricier RTX 50 variants from Nvidia, instead of being a clearly cheaper alternative to them.

Why now

The official reason for the hike is rising memory costs, driven by a DRAM and GDDR shortage across the global market. Demand from data centers building out AI infrastructure is eating up a significant share of the world's memory production today, which raises input costs for every graphics card maker, whether that's AMD, Nvidia, or anyone else drawing from the same memory fabs. Both AMD and Nvidia have already shown they're willing to pass those costs down the chain, first to AIB partners, and ultimately to buyers.

The timing of this specific hike isn't random. AMD has signaled plans for months to raise prices by 10-15% in the second half of the year, but held off on actually implementing it until Nvidia made the first move. That's standard practice in a segment with only two real players: whichever company raises prices first risks losing market share to the rival that stays at the old price point for even a few extra weeks. Now that Nvidia has already moved, AMD has no reason left to keep waiting and eating the margin loss.

How long you can still buy at the old price

Cards assembled from components bought before the August hike may still show up in stores at the old prices for a few more weeks, depending on how fast individual AIB partners and distributors work through existing stock. That's a real but narrow window, the only way to buy an RX 9060 XT, RX 9070, or RX 9070 XT without the markup before stores switch over entirely to stock priced under the new scheme.

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