[News] NVIDIA, AMD Reportedly Plan Price Hikes Starting 1Q26; GeForce RTX 5090 May Reach $5,000

Rising memory prices are expected to prompt graphics card price increases from NVIDIA and AMD. According to Kbench, citing sources, the two companies are planning phased price hikes across their full product portfolios beginning in the first quarter of 2026.

As the report notes, AMD may begin rolling out price increases from January 2026, while NVIDIA is said to be preparing similar moves starting in February. Both companies may continue raising GPU prices every month going forward, as Newsis points out.

Demand for memory used in AI data centers has far exceeded supply, driving prices of GDDR7 and GDDR6 up by several hundred percent within a matter of months, Kbench reports. As a result, memory is now said to account for more than 80% of the total bill of materials (BOM) for GPUs, the outlet adds.

Memory Price Surge Ripples Through GPU Markets

Industry sources cited by Kbench believe the latest price hikes will broadly affect NVIDIA’s RTX 50 series and AMD’s Radeon RX 9000 lineup. The outlet adds that NVIDIA’s flagship GeForce RTX 5090 could see its price climb to as high as $5,000 later in 2026.

Amid the ongoing memory supply crunch, NVIDIA is also reportedly weighing a 30% to 40% reduction in output for parts of its midrange lineup, including the RTX 5070 and RTX 5060 Ti, according to Kbench. In addition, several add-in-board (AIB) partners, including ASUS and MSI, have reportedly raised prices for custom GeForce RTX 5090 cards to above $3,000–$3,500.

Meanwhile, prices for NVIDIA’s flagship AI GPU, the H200—currently around $30,000 to $40,000—are expected to rise further in 2026, as each unit carries six stacks of HBM3E whose supply price has increased by about 20%, Newsis notes.

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(Photo credit: NVIDIA)