---
title: "Graphics cards rise by 35% in three months: RTX 5090 reaches $9,400 in the US"
description: "According to Hardware Unboxed, graphics card prices have risen for three straight months, hitting a 35% cumulative markup, with the RTX 5090 climbing to $9,400 in the US. Analysts do not expect price normalization in the current generation."
date: 2026-10-31T17:41:33.408Z
lang: en
url: https://xab.info/en/posts/graphics-cards-price-increase-rtx-5090
tags: [graphics-cards, nvidia, rtx-5090, gpu-prices, amd, hardware-unboxed]
author: "Alexander Buran"
publisher: "XAB.info"
---

# Graphics cards rise by 35% in three months: RTX 5090 reaches $9,400 in the US

![Chart showing a 35 percent increase in graphics card prices alongside a GeForce RTX 5090](https://xab.info/media/2026/10/31/videokarty-podorozhali-na-35-za-tri-mesyatsa-rtx-5090/videokarty-podorozhali-na-35-za-tri-mesyatsa-rtx-5090-1.webp)

## Key Points

- Graphics card prices grew by an average of 35% over three months: +15% in August, +7% in September, +10% in October (excluding RTX 5090).
- GeForce RTX 5090 rose in price by an average of 32% — the cheapest model costs $9,400 in the US, 8,000 euros in Germany, and 38,000 zlotys in Poland.
- RTX 5080 increased by an average of 22% (+39% in the US, +40% in Germany), while retail availability remains limited.
- Prices exceed MSRP by an average of 44%; highest markups are in Canada (58.3%) and the US (57.6%).
- Hardware Unboxed analysts do not expect prices to return to normal within the current generation.

Retail prices for graphics cards continue their steady upward climb: according to an October study by the YouTube channel Hardware Unboxed, the cost of graphics accelerators has increased for the third consecutive month. On average across the market, the markup over the past three months has reached approximately 35%, with October's monthly growth hitting about 10% (excluding the flagship GeForce RTX 5090) and roughly 11% including it. Analysts emphasize that there is no 'light at the end of the tunnel' yet, and prices within the current generation are unlikely to return to launch levels.

### Monthly Dynamics and Measurement Methodology

The October increase follows a 15% jump in August and a 7% growth in September. The cumulative effect of these three months accounts for the total 35% increase over autumn prices. The study covers ten countries, including the US, Germany, Great Britain, Canada, Australia, and Poland. Crucially, Hardware Unboxed tracks not the average price of all custom variants, but the cost of the cheapest models actually available in stock. This approach allows for a fair comparison of minimum available prices across different markets without distorting the picture with rare, expensive modifications.

### Nvidia Flagships at the Center of the Price Storm

The highest monthly increase was recorded among Nvidia's top-tier models. The GeForce RTX 5090 went up in price by an average of 32%: in the US, the most affordable version now costs $9,400 compared to $6,890 in September, in Germany the price rose from 5,640 to 8,000 euros, and in Poland it reached 38,000 zlotys. The GeForce RTX 5080 also saw a significant price hike — averaging 22% for the month. In the US, the minimum price increased from $1,580 to $2,200 (+39%), while in Germany the model reached 2,100 euros (+40%). The study's authors specifically noted limited availability of the RTX 5080 across several retail networks, which further fuels price pressure.

### AMD and Intel Also on the Rise

The trend is not limited to Nvidia products. In the AMD segment, the 16GB Radeon RX 9060 XT rose globally by 17%, while the RX 9070 and RX 9070 XT increased by 12%. The cost of the Intel Arc B580 grew by approximately 10%, though figures vary by country. Notably, in October, Radeon graphics card prices grew even faster than GeForce models, excluding the anomalously inflated RTX 5090. Price increases affected the majority of models across all three vendors.

### Markup Over MSRP and Geography

According to Hardware Unboxed estimates, current retail prices exceed manufacturer's suggested retail prices (MSRP) at launch by an average of 44%, excluding the RTX 5090. Calculations factored in currency exchange rate adjustments and local taxes relative to initial US prices. The highest markups were recorded in Canada (58.3%) and the US (57.6%), while the figure stands at 45.3% in Germany and 43.1% in Poland. This indicates that the gap between the 'factory' price and actual retail has become systemic rather than a local phenomenon.

### Forecast and Consumer Behavior

The authors of Hardware Unboxed stated outright that prices for graphics cards are unlikely to normalize within the current generation. This conclusion aligns with demand data: according to Jon Peddie Research, shipments of discrete 3D cards last quarter reached a multi-year record of 12.5 million units, the highest since Q1 2022 (+5.9% quarter-on-quarter and +7.8% year-on-year). Analysts attribute this surge in purchases to consumers rushing to buy cards before the next round of price hikes. In the market, Nvidia maintains around 90% share, AMD rose from 6% to 8%, and Intel holds roughly 2%.

## Fact-Check & Sources

- [Видеокарты подорожали на 35 % за три месяца по всему миру — и конца этому не видно window-new](https://3dnews.ru/1150640/videokarti-podorogali-na-35-za-tri-mesyatsa-po-vsemu-miru-i-kontsa-etomu-ne-vidno) - Primary source: Hardware Unboxed data on monthly growth (10/7/15%), cumulative 35%, RTX 5090/5080 prices, AMD and Intel models, and country-by-country MSRP markups.
- [Геймеры по всему миру бросились покупать видеокарты, вероятно, боясь ещё большего роста цен](https://www.ixbt.com/news/2026/09/11/435189-geimery-po-vsemu-miru-brosilis-pokupat-videokarty-veroiatno-boias-eshhe-bolsego-rosta-cen.html) - Demand context: Jon Peddie Research — 12.5 million cards per quarter, +5.9% QoQ, +7.8% YoY; market shares Nvidia 90%, AMD 8%, Intel 2%.

## FAQ

### How much have graphics cards increased in price over three months?

By roughly 35% on average: according to Hardware Unboxed, growth was 15% in August, 7% in September, and about 10% in October (excluding RTX 5090).

### How much does the GeForce RTX 5090 cost now?

The model went up by an average of 32% over the month. In the US, the cheapest version costs $9,400 (was $6,890), in Germany — 8,000 euros (was 5,640), and in Poland — 38,000 zlotys.

### Have AMD and Intel cards also gone up?

Yes. The Radeon RX 9060 XT 16GB rose by an average of 17%, the RX 9070 and RX 9070 XT by 12%, and the Intel Arc B580 by about 10%. Meanwhile, Radeon prices grew faster than GeForce models (excluding the RTX 5090).

### Will prices return to normal?

According to Hardware Unboxed authors, prices are unlikely to normalize within the current generation — there is no 'light at the end of the tunnel' yet.