If you’re planning a GPU upgrade, AMD just gave you a reason to hurry

What’s happened? AMD has reportedly informed its graphics-card board partners that it will implement a price increase of at least 10% across its Radeon GPU lineup due to soaring memory module costs. The memory shortage stems from skyrocketing demand in AI data centers, pushing up DRAM and GDDR prices and squeezing the graphics card supply chain. These signals build on the company’s earlier warning about budget-GPU disruptions.

• Taiwan-based supply chain reports indicate that AMD informed its partners of the planned hike, slated for early 2026.
• Analysts highlight this as the second price hike. The first was internal and absorbed by AMD, but this time, the cost is being passed on to consumers.
• Partners like ASUS, Gigabyte, and PowerColor are already being briefed to expect the higher pricing.

AMD has notified supply chain partners it will raise graphics card prices 10% across the entire product line due to rising memory chip prices, media report. It will reportedly be AMD’s 2nd such price increase. $AMD $NVDA #Semiconductors https://t.co/pi2hsmmhCA

— Dan Nystedt (@dnystedt) November 24, 2025

Why this is important: For the PC gaming market, this isn’t just another price blip. Instead, it could reshape upgrade cycles and purchase decisions. The rise in memory cost that’s affecting GPUs also feeds into why we earlier flagged that AMD and Nvidia might cut budget-GPU production. Now, with fewer budget parts and higher pricing for all models, gamers face a tighter set of options.

• If prices go up 10% or more, what used to be “good value” may become “average value”.
• The budget segment (formerly a gateway to PC gaming) may shrink further, making entry-level upgrades more expensive or less available.
• PC builder and upgrade ecosystems are under pressure: higher GPU prices plus high memory costs mean more cost per performance point.
• This shift impacts competition too, as Nvidia, Intel, and other GPU makers may follow, meaning the ripple effect could become industry-wide.

Why should I care? If you’ve been planning an upgrade or watching wait-for-a-deal deals, the news from AMD matters now. The fact that AMD is signaling price increases means you might see higher prices, fewer discounts, or slower stock movement in 2026. Unlike budget users from last time, this affects all segments of the GPU market.

On one hand, you might want to buy sooner rather than later to lock in current pricing and avoid paying more later. On the other hand, if you’re a cost-conscious gamer, the shrinking budget segment and higher prices may push you toward used markets, older hardware, or alternate platforms like cloud gaming. With memory costs ballooning, every dollar spent now may buy less performance than in the past. For you, it’s a risk vs. timing decision: buy now while prices are stable, or delay and hope for improved value. That said, the odds are tilting toward “prices up”.

Okay, so what’s next? For now, it’s important to keep an eye on the actual MSRP changes from AMD’s board partners. If you’re in the market, check current GPU pricing vs comparable systems and assess whether you should pull the trigger before the increase lands. For the broader market, monitor whether Nvidia and others follow AMD’s move. If so, the GPU pricing climate might shift for a full generation.