Home / GPU Pricing Woes: Most Cards Soar Above MSRP in US Retail, Except Unpopular 8GB Models

GPU Pricing Woes: Most Cards Soar Above MSRP in US Retail, Except Unpopular 8GB Models

7/04/2025 •
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GPU Pricing Woes: Most Cards Soar Above MSRP in US Retail, Except Unpopular 8GB Models

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The landscape of graphics card pricing in US retail continues to present a challenge for consumers. As of July 2025, a recent analysis from Gamers Nexus, highlighted by VideoCardz.com, reveals that the vast majority of GPUs are selling well above their Manufacturer's Suggested Retail Price (MSRP). This trend underscores a disconnect between recommended pricing and actual market availability, leading to frustrating purchasing experiences for PC builders and gamers alike.

Key Takeaway: Most GPUs in US retail are currently selling significantly above their MSRP, with high-end cards seeing markups of hundreds of dollars. The only exceptions are unpopular 8GB models, which remain closer to MSRP due to low demand, highlighting an ongoing market trend where MSRP acts more as a 'launch-day illusion' than a consistent pricing guide.

The Premium Price Hike: High-End Cards Lead the Surge

The data, compiled from major US retailers including Amazon, Best Buy, and Newegg, clearly illustrates that MSRP has become an increasingly theoretical price point. High-end graphics cards, despite their already premium price tags, are seeing substantial markups in the retail market:

  • AMD's RX 9070 XT, with an MSRP of $600, is now averaging around $875, with no listings available at its original recommended price.
  • NVIDIA's top-tier RTX 5090 is an even more extreme example, frequently observed selling for an average of $900 above its $2,000 MSRP.
  • Even Intel's B580 GPU, while newer to the discrete graphics market, has not been immune to these price escalations, showing a noticeable increase from its initial MSRP.

This widespread trend signifies that consumers looking for the latest and most powerful GPUs must be prepared to pay a significant premium over the suggested retail price.

The 8GB Exception: Low Demand Keeps Prices 'Normal'

Amidst this landscape of inflated prices, a small category of GPUs stands out as an exception: unpopular 8GB models. Cards such as the NVIDIA RTX 5060 Ti and AMD RX 960 XT are found to be selling closer to their MSRPs. However, this isn't a sign of healthy supply or a consumer-friendly market strategy; rather, it's a reflection of low consumer demand for these specific configurations. Their limited video memory is increasingly seen as a bottleneck for modern gaming at higher resolutions and settings, making them less desirable despite their relatively stable pricing.

MSRP: A "Launch-Day Illusion"

The article critically describes MSRP as having become little more than a "launch-day illusion" in the US market. There are suggestions that some board partners (AIBs) may be intentionally reducing the supply of graphics cards at the MSRP tier. This alleged practice would allow them to push higher-priced custom models and maintain more lucrative profit margins, further exacerbating the pricing gap for consumers.

Market Outlook and Future Expectations

The current pricing dynamic is expected to persist unless significant changes occur in the market. For prices to stabilize and align more closely with MSRP, two key factors are identified:

  • Viable High-End Alternatives: Stronger competition from AMD and Intel in the high-end GPU segment could pressure NVIDIA to adjust pricing.
  • Increased MSRP-Tier Stock: Vendors would need to commit to producing and supplying a greater volume of GPUs at their suggested retail prices.

Until these conditions are met, reviews based on MSRP will continue to be misleading for US consumers. The current market heavily favors manufacturers and retailers, leaving buyers with little recourse but to pay inflated prices for desirable graphics cards.