AMD is reportedly set to raise prices on its graphics cards and memory products, following a similar move by rival Nvidia. According to industry analyst Harukaze5719, AMD deliberately waited for Nvidia to increase its prices first, so as to avoid losing competitiveness or market share by moving prematurely during a period of high demand. The increases matter because they add to a broader run of price rises across gaming hardware, driven largely by AI datacentres consuming vast amounts of component stock.

AMD has reportedly told manufacturers to expect a price increase of at least 10% across its product range, taking effect from the start of August, with pricing expected to land in a similar position to Nvidia's cards. Nvidia was reported last week to be raising graphics card and component prices by 20–30%, with Samsung said to be planning comparable increases for memory units. Harukaze5719 also cited a weak recovery in the consumer GPU market, high price sensitivity among buyers, and leftover inventory as contributing factors. The knock-on effects extend to consoles, with Nintendo, Sony and Microsoft all having raised prices post-launch, raising fears that future consoles could approach £1,000.