Graphics card shoppers are facing sticker shock this month as Nvidia’s flagship RTX 5090 continues climbing well beyond its original launch price. Street pricing for the card has reached roughly $4,329 on Amazon heading into August, with premium add-in-board partner listings running above $5,000, more than double the card’s $1,999 suggested retail price at launch.

The increases trace back to rising costs for GDDR7 memory, the high-speed video memory used in the RTX 50-series lineup. Nvidia has reportedly been absorbing part of that cost increase internally but now plans to pass a roughly $300 hike along to its add-in-card partners, who build and sell the finished graphics cards under brands such as Asus, MSI and Gigabyte. Some retailers have begun bundling RTX 5090 cards with power supplies and motherboards to soften the sticker price, though shoppers say the practice mostly just shifts the added cost elsewhere in the build.

MSI has separately estimated a roughly 20 percent gap in Nvidia GPU supply, a shortfall the company said would likely push gaming-product prices up by 15 to 30 percent through the rest of 2026. Tariffs have also played a role at times; Newegg briefly attributed earlier RTX 5080 and RTX 5090 price jumps to duties on Chinese imports before removing that explanation from its listings, with reported increases across manufacturers ranging from about 10 to 17 percent.

The result is a card that, even a year and a half after launch, remains difficult to find near its original price. Industry analysts note that memory costs, constrained supply and tariff exposure are compounding each other in ways that are hard to separate out, meaning buyers have little visibility into which factor is driving any single price jump.

For PC builders and gamers who have been waiting out the market, the current pricing environment offers little relief. With GDDR7 costs still rising and supply remaining tight, analysts say there is no clear signal that RTX 5090 prices will ease before new graphics card generations begin arriving in stores.