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RTX 5090 Price Backlash: $7,500 Retail Costs and Shortages
Ongoing
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By the numbers: this timeline documents 13 events from Mar 6, 2026 to Sep 16, 2026, drawn from 10 sources.
“is starting to look competitive against current marketplace prices”
via traictory.com
Background
Graphics card prices have faced continuous upward pressure driven first by cryptocurrency mining and subsequently by generative AI server warehouse demands, leaving consumer GPUs farcically expensive by 2026. The Nvidia RTX 5090, serving as the top-range general-market consumer GPU, launched in January 2025 with an intended MSRP of $1,999, but supply has remained severely constrained.
In addition to AI data center demands devouring memory production, manufacturers including Asus and Gigabyte blamed ongoing DRAM and NAND memory shortages for successive rounds of price increases across their entire Nvidia RTX 50-series and AMD Radeon lineups. These escalating costs have heavily impacted budget and high-end cards alike, disrupting order fulfilment and frustrating PC builders globally.
In January 2025, Nvidia reportedly officially launches its RTX 50-series of graphics cards, including the flagship RTX 5090 with an intended MSRP of $1,999. Early availability is limited, setting the stage for subsequent market strain.
In January 2026, Asus and Gigabyte reportedly implement their first round of price increases across Nvidia RTX 50 and AMD Radeon GPUs, explicitly blaming ongoing global DRAM and NAND memory shortages.
In June 2026, according to reports analyzing median pricing on US retailer Newegg, they note significant upward trends in GPU costs compared to baseline tracking, hitting budget models like the RTX 5060 Ti particularly hard.
The timeline
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PCWorld notes Asus ROG Matrix Platinum RTX 5090 at $7,499 on Newegg
PCWorld reports an Asus ROG Matrix Platinum model listed for $7,499 on Newegg, with average RTX 5090 prices reportedly around $4,000, up from about $2,000 in January 2025.[7]
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Tom's Hardware Publishes August Price Surge Report
Tom's Hardware reports that US prices for Nvidia's RTX 50 series have reportedly seen drastic rises over the prior couple of months, with median pricing on Newegg allegedly jumping up to 40% in August 2026 compared to June 2026.[3]
Screenshot of pcgamesn.com, captured Sep 29, 2026. Source [3] -
Newegg Lists RTX 5090 Models
According to The PC Enthusiast, Newegg briefly listed several Gigabyte and MSI RTX 5090 models between $4,899 and $4,999 on September 3 and 4.[8]
Screenshot of thepcenthusiast.com, captured Sep 24, 2026. Source [8] -
B&H Prices MSI RTX 5090 Suprim Liquid SOC
The PC Enthusiast reported that B&H reportedly listed the MSI RTX 5090 Suprim Liquid SOC at $4,899.99 on September 8 and 9.[8]
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RTX 5090 Prices Exceed €5,000 in Germany
TechPowerUp reported that GeForce RTX 5090 prices in Germany reportedly pushed past €5,000, with Hardwareluxx noting no single model reportedly listed below €5,200.[10]
Screenshot of techpowerup.com, captured Sep 24, 2026. Source [10] -
Tom's Hardware reports RTX 5090 only from third‑party sellers at $6,500‑$9,500
Tom's Hardware says over the past week inventory appears to have dwindled, leaving the RTX 5090 available solely via third‑party sellers on Newegg and Amazon, priced between $6,500 and $9,500 or higher.[5]
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HKEPC Reports Bulk Purchases for AI in China
According to Game Rant citing a report from HKEPC, supplies of the RTX 5090 are being purchased in bulk by vendors in China to assemble into AI-based workstations.[9]
Screenshot of gamerant.com, captured Sep 24, 2026. Source [9] -
Best Buy Lists RTX 5090 at $7,500
Social media observer am.will on X highlights that Best Buy appears to have priced ROG Astral and TUF Gaming SKUs of the 32GB RTX 5090 at $7,494.99 as a base retail price for in-stock inventory.[1]
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Asus and Gigabyte Execute Second Wave of Price Hikes
Asus and Gigabyte reportedly implement a second round of price hikes across their GPU lineups. The RTX 5090D V2 reportedly receives channel price increases of $592 from Gigabyte and $666 from Asus.[2]
Screenshot of thenextweb.com, captured Sep 24, 2026. Source [2] -
Asus Cancels Customer Order Due to Supply Constraints
A buyer's $4,429 order for an Asus ROG Astral RTX 5090 through Nvidia’s marketplace is reportedly cancelled outright because Asus allegedly states it can no longer supply the card at that price. The exact same card is subsequently reportedly listed at $4,982.[2]
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Community Backlash Intensifies Over Widening Retail Costs
As shoppers reportedly encounter widespread 'out of stock' notices, greyed-out inventory on Nvidia's site, and inflated pricing reportedly reaching over triple the launch price on Amazon and Best Buy, community backlash appears to reach a fever pitch regarding broken supply chains and genAI server priorities.[1]
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TweakTown said Best Buy out of stock, third‑party listings exceed $10,000
TweakTown reports Best Buy reportedly has the RTX 5090 completely out of stock, while third‑party listings on Newegg, Amazon and Best Buy reportedly surpass $10,000, many in the $8,000‑$9,000 range.[6]
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RTX 5090 vanishes from US online retail, only bundles available
According to traictory.com, Newegg has no standalone RTX 5090 cards in stock; street prices range from $4,399 to $10,849.96 for bundles, while Micro Center still lists models $4,399-$5,300 for in-store pickup.[4]
Screenshot of traictory.com, captured Sep 24, 2026. Source [4]
Our read of the evidence
Partly documented. All timeline entries are derived from secondary reports; none are confirmed by a primary source such as Nvidia, retailers, or official statements. The information comes from multiple outlets, but there is no record of both sides (e.g., manufacturer and retailers) providing on‑the‑record confirmation. Consequently, while the pattern of price increases and shortages is consistently reported, the lack of direct verification leaves the claims partly documented.
Our rating counts evidence, not opinions about anyone: events confirmed by a primary source (the person's own post, their official site, a court or government record) weigh most, then how many independent outlets report the story.
Frequently asked
How much does the RTX 5090 cost at Best Buy?
As of September 16, 2026, Best Buy lists the RTX 5090 as completely out of stock after previous listings for ROG Astral and TUF Gaming SKUs reached $7,494.99, while third-party listings on the platform have surpassed $10,000, according to TweakTown and social media reports.
How much does the RTX 5090 cost at Best Buy?
Best Buy has listed base retail prices for the 32GB RTX 5090 (such as the ROG Astral and TUF Gaming SKUs) at $7,494.99.
Why are RTX 50-series GPU prices increasing so much?
Manufacturers and industry reports attribute the steep price increases to severe DRAM and NAND memory shortages driven by the AI boom, which diverts memory production to data centers while consumer supply remains heavily constrained.
What was the original launch price of the RTX 5090?
The RTX 5090 launched in January 2025 with an intended Founders Edition MSRP of $1,999, though few buyers were able to secure units at that rate.
Are other GPUs affected by the price hikes?
Yes. Asus and Gigabyte have raised prices across their entire Nvidia RTX 50-series and AMD Radeon RX 9000 lineups, impacting models ranging from the RTX 5060 Ti up to the RTX 5080 and 5090.
More related drama (4)
Sources (10)
- kotaku.com, No One Can Believe The Current Price Of An Nvidia RTX 5090, Sep 15, 2026.
- thenextweb.com, GPU prices are approaching 2.5x their launch cost. Asus and Gigabyte just made it official with a second 2026 price hike., Aug 5, 2026.
- pcgamesn.com, Nvidia RTX 50 graphics cards see drastic rises above retail price, as AI memory boom continues, Aug 12, 2026.
- traictory.com.
- tomshardware.com.
- tweaktown.com.
- pcworld.com.
- thepcenthusiast.com.
- gamerant.com.
- techpowerup.com.
Cite this timeline
This timeline compiles 13 dated events from 10 sources. If it helped your reporting, cite it:
GenZHype. “RTX 5090 Price Backlash: $7,500 Retail Costs and Shortages.”
GenZHype, 24 September 2026,
https://genzhype.com/gaming/rtx-5090-price-backlash-7-500-retail-costs-and-shortages/.