AMD has reportedly raised prices on its graphics cards by at least 10 percent across all products, effective from the start of August, after deliberately waiting for rival Nvidia to raise its own prices first (Eurogamer).

The analysis comes from Harukaze5719, an industry scrutiniser whose findings were reported by PC Gamer and later picked up by Eurogamer on 3 August 2026. According to Harukaze5719, AMD held off on increasing its prices to avoid losing market share — if AMD had moved before Nvidia, its cards would have looked more expensive relative to the competition. By waiting, AMD ensured its post-hike pricing would land close to where Nvidia's already sits (Eurogamer).

The bigger picture is a supply chain squeezing from multiple directions. Nvidia was separately reported to be raising prices on its graphics cards and associated components by 20 to 30 percent. Samsung, one of the dominant memory manufacturers, is said to be raising its memory unit prices by a similar margin (Eurogamer).

The root cause, per Eurogamer's reporting, is voracious demand from AI data centres. Companies building AI infrastructure are willing to pay premium rates to lock down component stock, which pulls supply away from the consumer market and drives up what everyone else pays. Memory contract prices in 2026 have shown no signs of easing, with overall increases potentially reaching 30 to 40 percent, according to Digitimes (Digitimes).

Samsung Electronics and SK Hynix had already raised prices for their fifth-generation high-bandwidth memory — the kind used in AI accelerators — by nearly 20 percent for 2026 deliveries (Digitimes). That feed-in cost ripples through to the memory on consumer graphics cards, which is a different grade but comes from the same constrained manufacturing capacity.

Harukaze5719's analysis also cited conditions specific to the consumer side: a weak recovery in the graphics card market, high price sensitivity among buyers, and existing inventory that manufacturers still need to sell through. AMD had reportedly delayed its planned increase by about a month before settling on August (TechPowerUp).

This is not AMD's first move of the year. The company had already raised Radeon RX 9000-series prices by US$10 per 8 GB of memory — a 3 to 5 percent bump depending on the model — back in January, citing a DRAM shortage (Tom's Hardware). Reports as far back as January 2026 had flagged that both AMD and Nvidia would raise GPU prices "significantly" this year, citing a Newsis report relayed by Eurogamer (Eurogamer).

For anyone shopping for a graphics card — whether for gaming, content creation, or a PC build — the practical effect is straightforward. Cards from both major manufacturers are getting more expensive, and the components inside them are not getting cheaper. The AI boom is not just reshaping data centre budgets. It is reaching into the shelf price of consumer hardware, one percentage point at a time.