The launch of AMD’s Radeon RX 9070 XT, initially priced at an MSRP of $599, has been marred by rapid sellouts, significant price hikes, and widespread scalping. Despite AMD’s aggressive pricing strategy aimed at providing high-performance graphics cards to gamers, the RX 9070 XT has become increasingly elusive at its intended price point.
Immediate Sellouts and Rising Prices
Upon release, the RX 9070 XT was met with overwhelming demand, leading to immediate sellouts across major U.S. retailers such as Newegg, Best Buy, and Amazon. While some models were briefly available at MSRP, they quickly vanished from shelves. Subsequent restocks have seen prices escalate, with standard models now listed between $699 and $750, and premium overclocked variants reaching up to $850—a 40% increase over the original MSRP.
In the UK, the situation mirrors that of the U.S., with retailers like Overclockers UK and SCAN listing RX 9070 XT models well above the £599 MSRP, some exceeding £700.
Scalping Exacerbates Availability Issues
The scarcity of the RX 9070 XT has been further intensified by scalpers employing automated bots to purchase large quantities of the GPU, subsequently reselling them at exorbitant prices. Listings on platforms like eBay have showcased the RX 9070 XT priced as high as $1,499, more than double its MSRP. This practice has drawn ire from the gaming community, with many expressing frustration over the inability to purchase the GPU at fair prices.
Retailers and Board Partners Adjust Pricing
Retailers and AMD’s board partners have also contributed to the price inflation. With AMD not enforcing strict MSRP adherence, partners have increased prices in response to the high demand and limited supply. Reports indicate that even base models are now priced significantly above MSRP, with some retailers justifying the hikes due to added features like enhanced cooling solutions and factory overclocking.
Consumer Backlash and Market Implications
The gaming community’s response has been one of disappointment and frustration. Many feel that AMD’s promise of affordable high-performance GPUs has not materialized, with the RX 9070 XT’s pricing and availability issues reminiscent of previous GPU shortages. The situation has led some consumers to consider alternative options, including older GPU models or competitors’ offerings, despite potential compromises in performance or features.
Conclusion
The Radeon RX 9070 XT’s launch highlights ongoing challenges in the GPU market, including supply constraints, scalping, and pricing volatility. While AMD aimed to deliver a competitively priced high-performance GPU, the current market dynamics have made it difficult for consumers to benefit from the intended value proposition. As the situation evolves, potential buyers are advised to stay informed on stock updates and consider a range of options to meet their gaming needs.
