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| AMD is reportedly planning another price increase. |
The global RAM and semiconductor shortage shows no signs of abating. In order to fuel the AI data center boom, manufacturers are prioritizing production of high-margin HBM (High Bandwidth Memory) over standard RAM and VRAM. The consequence is an "AI tax" that is driving up consumer prices and pushing back GPU launch timelines.
According to Japanese news and tech website Gazlog, AMD is expected to raise the price of GPUs by 10-15% in the second half of the year, i.e., sometime from July onwards. This potential price adjustment comes as VRAM procurement costs continue to spiral, with GDDR6 spot prices reportedly tripling from $2.5 to $7.5 per GB over the past year.
The Memory Crisis Explained
The root cause of this impending price hike lies in the unprecedented demand for AI data center infrastructure. Memory manufacturers have been redirecting production capacity toward high-bandwidth memory (HBM) used in enterprise AI accelerators, leaving consumer-grade VRAM supplies constrained and expensive. This supply-demand imbalance has created what industry observers are calling an "AI tax" – a premium that everyday consumers must pay because of the AI boom.
At present, the official MSRP of AMD's flagship Radeon RX 9070 XT is $599, with mainstream pricing currently hovering between $600–$700 due to high demand and short supply [such as this model at Amazon]. If supply prices rise 10–15%, product prices may increase by roughly $90–$105, with the impact growing larger for higher VRAM capacities. For budget-conscious gamers, this could mean the difference between an affordable upgrade and a financially questionable purchase.
AMD vs. Nvidia: A Tale of Two Strategies
Nvidia presents a more complex picture. Current RTX 5090 prices are far above the $1,999 MSRP, with most "in-stock" units having a price of almost 100% or higher over the MSRP at around $4,000. The stark difference between AMD and Nvidia's top models is because the latter uses the more expensive GDDR7, as opposed to the former's GDDR6.
Interestingly, reports suggest Nvidia has not yet issued AIB partners any notification regarding price increases for the second half of 2026. This is likely because Nvidia already implemented a wholesale price adjustment of approximately 50,000 yen ($350 USD) for RTX 5090 series cards to AIB partners back in May. Having already taken the hit, the company may not need to impose additional hikes just yet. However, Nvidia remains in a position where further increases remain possible given their reliance on costlier GDDR7 memory.
What This Means for Consumers
For the average PC builder, the news is sobering. A 10-15% price hike on AMD GPUs in the second half of 2026 would represent the second major wave of price increases in less than a year. Back in November 2025, AMD had already notified AIB partners of supply price adjustments due to the initial VRAM cost spike.
The current retail landscape already reflects the strain. In Japan's market, for instance, the Radeon RX 9070 XT can be found at around 93,000 yen ($580 USD) on the low end, with mainstream pricing hovering around the 110,000 yen ($685 USD) mark. A 10-15% increase would add approximately 10,000 to 15,000 yen ($65-$100 USD) to these prices – a significant hit for mid-range buyers.
Of course, Gazlog also states that this report remains unconfirmed, so it's best treated as a credible prediction rather than a certainty. Given how reliably similar price-hike warnings have played out over the past several months, however, it's tough to downplay this one. For those following the industry closely, this discussion thread on Board Channels provides additional community perspective on the unfolding situation.
Long-Term Outlook: A Bleak Picture for 2028
The memory chip shortage shows no signs of resolving quickly. Industry analysts and manufacturing insiders suggest the global memory-chip shortage may continue until 2028, meaning consumers hoping for a price drop on Radeon cards should think twice before waiting.
Silicon Motion's Wallace Kou has indicated that memory prices are expected to continue their upward trajectory through the second half of 2026, suggesting that this isn't a temporary blip but rather a sustained market condition. The data center demand for memory chips shows no signs of cooling, and with AI adoption accelerating across industries, the competition for memory manufacturing capacity will only intensify.
Strategic Recommendations for Buyers
Given the current market dynamics, there are several factors to consider:
- Don't wait for prices to drop – With the shortage potentially lasting until 2028, waiting for a market correction may prove futile.
- Consider current pricing tiers – The Radeon RX 9070 XT at its current $600-$700 price point represents one of the better values in the current market landscape. A 10-15% hike would narrow the value gap with Nvidia's offerings.
- Monitor Nvidia's response – While the company hasn't announced additional hikes, their dependence on expensive GDDR7 memory leaves them vulnerable. Any increase on Nvidia's part could further widen the price gap between mid-range and high-end GPUs.
- Purchase ahead of the anticipated July timeline – If you're in the market for a new GPU, securing your purchase before July could potentially save you $100 or more.
The Bigger Picture: An Industry Transformed
The memory shortage and consequent GPU price hikes represent more than just a temporary inconvenience for PC builders. They signal a fundamental shift in how semiconductor manufacturing prioritizes production. The AI revolution has created an entirely new market for high-end memory chips, and consumer gaming hardware is increasingly becoming the lower priority for manufacturers.
As of the original Gazlog report published June 19, 2026, the industry is still waiting for official confirmation from AMD. Whether the projected 10-15% hike materializes exactly as predicted or takes a different form remains to be seen. What's clear is that the "AI tax" is real, it's here to stay, and it's reshaping the economics of PC gaming for years to come.
The days of affordable, readily available graphics cards may be behind us. In this new era of AI-driven demand, consumers will need to adapt their expectations and purchasing strategies accordingly. For now, the writing appears to be on the wall: if you've been considering an upgrade, the time to act may be now rather than later.
Source : Boards Channels (account required to view thread) via Gazlog