Nvidia’s fastest graphics cards get US price increase at Best Buy, Amazon — Astral RTX 5080 now costs more than 5090’s MSRP, flagship card now commands more than $4,300

If you were hoping GPU prices would settle down anytime soon, you are in for disappointment. Nvidia’s RTX 5080 and RTX 5090 models from various OEM partners are once again selling well above their launch prices. As per a recent listing noticed by users on Reddit, the Asus ROG Astral RTX 5080 is now priced at $2,099.99 at Best Buy. That’s $600 above its official launch MSRP of $1,499.99 and even $100 more than the flagship RTX 5090’s launch MSRP of $1,999.

Similarly, pricing for the RTX 5090 has also skyrocketed in recent months. According to a Reddit post, the Asus ROG Astral RTX 5090 is currently listed at $4,329.99 on Amazon, roughly $1,530 above its launch MSRP of $2,799.99. Even the MSI Gaming Trio RTX 5090 has gone up to $4,299.95, a whopping $1,900 more than what it was when it debuted in early 2025.

That said, these hefty prices are primarily limited to premium partner models. Certain mainstream RTX 5080 cards can still be purchased closer to Nvidia’s MSRP. For instance, Zotac’s RTX 5080 Solid OC is selling for $1,249.99 on Amazon while PNY’s RTX 5080 OC is listed at 1,256.99 at Best Buy.

While one cannot ascertain the exact reason behind this price increase, it does take us back to when tech YouTuber der8auer claimed that Nvidia has discontinued its Observed Pricing Program (OPP). This was essentially an incentive scheme that helped board partners to sell certain Nvidia products at or near MSRP. The termination of this program meant that manufacturers such as Asus, MSI, and Gigabyte gained no incentive to keep prices close to Nvidia’s suggested retail price. As a result, premium custom cards have become even more expensive, with manufacturers passing higher production costs on to the consumers.

In addition to that, rising DRAM prices thanks to AI-driven demand have led to a massive increase in the cost of GDDR7 memory used in RTX 50-series cards. Nvidia was also said to be prioritizing production of higher-margin products, including the RTX 5080 and AI hardware, which has further tightened supply of certain gaming GPUs.

For potential customers, the latest listings suggest that waiting for premium RTX 50-series cards to return to MSRP may take longer than expected. While Founders Edition models remain the closest option to Nvidia’s suggested pricing, they’re often low in stock, forcing customers to choose between paying a hefty premium for high-end partner cards or settling for more affordable custom models.