RTX 5090 Pricing Climbs as NVIDIA Raises Partner Costs
NVIDIA’s flagship RTX 5090 is rapidly turning into a case study in how component shortages can distort GPU markets. Reports from board partner channels indicate that NVIDIA has increased the cost of RTX 5090 and RTX 5090D V2 GPUs it sells to add-in-card vendors, citing higher GDDR7 memory pricing. One report describes an increase of approximately USD 300 (approx. RM1,380) per board, applied at the partner level rather than through a new official MSRP. That distinction matters to consumers because it means retail prices can move sharply even when launch pricing appears unchanged. In practice, the RTX 5090 has already been selling for close to twice its original USD 1,999 (approx. RM9,200) MSRP in some markets, and these new cost hikes are expected to push typical street prices further out of reach for most high-end buyers.
VRAM Shortage and GDDR7 Cost Inflation Are the Core Problem
Behind the RTX 5090 price increase is a broader GPU memory shortage. Board partners report that the procurement cost of GDDR7 has surged, forcing NVIDIA to pass on higher bills for both the RTX 5090 and its RTX 5090D V2 variant. The RTX 5090 is particularly exposed because it carries 32 GB of GDDR7, twice the capacity of the RTX 5080, multiplying the impact of every incremental rise in memory pricing. As VRAM remains constrained, each additional cost spike magnifies the final sticker price of flagship GPUs. This is classic VRAM cost inflation: when memory becomes scarce, manufacturers prioritize margins by shifting the burden downstream. For consumers, that means paying a premium not just for GPU silicon, but increasingly for the memory footprint that enables high-resolution, high-refresh gaming and creative workloads.
From MSRP to Market: How Far Can RTX 5090 Prices Go?
The practical effect of these increases is already visible at retail. One major retailer lists its most affordable RTX 5090 at £3,299.99, dramatically above NVIDIA’s official £1,799 MSRP. Separately, reports indicate the GPU has been selling for close to USD 3,000 (approx. RM13,800) “even before the RAMpocalypse era,” and now appears poised to start above USD 4,000 (approx. RM18,400) in many listings. Some industry watchers warn that continuing VRAM shortages could see prices approach the USD 4,500–5,000 (approx. RM20,700–23,000) range. While NVIDIA has not formally updated its MSRP, these street prices show how limited supply, high demand, and memory-driven cost pressures combine to break the traditional relationship between launch price and what enthusiasts actually pay.
What This Means for Enthusiasts, Builders, and the RTX 50-Series Stack
For high-end buyers and system builders, the RTX 5090 price increase is more than a single-product issue; it’s a warning signal for the entire RTX 50-series. If GDDR7 procurement costs remain elevated, other models using the same memory are likely to see their own price hikes as partners adjust. That could raise the baseline for premium gaming rigs and workstation builds, forcing integrators either to increase system prices or step down to lower-tier GPUs and smaller VRAM configurations. Enthusiasts focused on FPS-per-dollar will find the RTX 5090’s value proposition weakening as its street price climbs well beyond MSRP. In this environment, it becomes critical to weigh whether a previous-generation flagship, a lower RTX 50-series tier, or even waiting out the current GPU memory shortage offers better long-term value.