As graphics card prices continue to climb worldwide, AMD is positioning itself as the “reasonable” alternative in an increasingly expensive market. The chipmaker has acknowledged recent price hikes across its Radeon lineup but insists it is doing everything possible to stop costs from spiraling completely out of control — especially for everyday gamers.
Speaking amid the ongoing global DRAM shortage, AMD executives say affordability remains a priority, even as market pressures make that promise harder to keep.
AMD’s stance: price hikes, but with limits
David McAfee, AMD’s Vice President and General Manager of Ryzen and Radeon, said the company is trying to keep Radeon graphics cards accessible, not just luxury items for enthusiasts with deep pockets. According to him, AMD has built long-term relationships with memory suppliers to ensure steady DRAM availability — a key factor behind the company’s attempt to soften the blow of rising component costs.
That said, McAfee admitted that sustaining competitive pricing indefinitely is unrealistic while shortages continue. AMD is also working closely with its AIC (add-in-card) partners, but even those collaborations can’t fully shield consumers from the broader supply crunch.
Opportunity as Nvidia prices soar
With Nvidia’s latest GeForce RTX 50-series GPUs already seeing steep price inflation, the current situation could open the door for AMD to gain market share. While AMD’s RDNA 4 architecture doesn’t directly compete with Nvidia’s ultra-high-end models like the RTX 5080 and above, more moderate pricing could make Radeon cards the safer choice for value-focused buyers.
Radeon RX 9000 series: how much prices have gone up
Despite AMD’s positioning, real-world prices tell a mixed story. The Radeon RX 9000 lineup has already seen noticeable increases:
- Radeon RX 9070 XT – up to 17%
- Radeon RX 9070 – up to 15%
- Radeon RX 9060 XT 16GB – up to 14%
- Radeon RX 9060 XT 8GB – up to 10%
Industry sources previously indicated AMD raised prices by roughly $10 per 8GB of VRAM, translating to a 3–5% bump. However, the larger jumps seen now may reflect retailers adjusting pricing to match demand and shrinking supply — or possibly another round of increases expected later this month.
Even older Radeon cards aren’t spared
The pressure isn’t limited to new releases. AMD’s previous-generation Radeon RX 7000 series has also crept upward:
- Radeon RX 7900 XTX – up to 10%
- Radeon RX 7900 XT – up 4%
- Radeon RX 7800 XT – up 6%
- Radeon RX 7600 XT – up 13%, the steepest jump in the lineup
Ironically, the budget-focused RX 7600 XT has been hit hardest, undercutting AMD’s value-friendly reputation at the lower end.
What consumers should expect next
Retailers have warned that another Radeon price hike is likely in the near term. And unlike the COVID-era GPU crisis — which eased after about two years — experts believe the current AI-driven NAND and DRAM shortage could drag on far longer, potentially until 2028 or beyond.
For consumers, the advice remains familiar: patience is often the smartest move. Prices may eventually stabilize, but the road there could be long.
Final words
AMD may genuinely want to keep Radeon graphics cards affordable, but the reality of supply shortages and market pressure is already catching up. While Radeon GPUs still look less painful than Nvidia’s premium-priced alternatives, the steady creep upward shows no sign of stopping. For gamers and PC builders, the coming months may be less about chasing the “best GPU” — and more about deciding how much price pain they’re willing to tolerate.
