ASUS Raises Radeon RX 9070 XT Prices by as Much as 17.5% Overnight
Just when AMD’s Radeon RX 9070 XT was starting to show signs of price relief, ASUS has quietly increased the cost of its custom models in the United States. The company’s official US store now lists several RX 9070 XT cards at significantly higher prices than just days ago, with no public explanation or store notice accompanying the change.
According to current store listings, the ASUS Prime Radeon RX 9070 XT OC has jumped from $799.99 to $939.99 —an increase of $140, or roughly 17.5% . The TUF Gaming Radeon RX 9070 XT OC rose from $849.99 to $989.99, a $140 increase representing about 16.5%. The Prime White OC variant, which launched later, went from an earliest verified price of $899.99 to $959.99, a more modest 6.7% bump.
The only card that appears to have escaped the hike is the limited-edition TUF Gaming Radeon RX 9070 XT COD B07 Special Edition, which remains listed at $819.99. That model, created in collaboration with AMD and Call of Duty: Black Ops 7, is no longer being restocked, which likely explains its static pricing.
No Warning, No Explanation
ASUS has not published any statement or store notice explaining the adjustment. The change was first spotted by hardware trackers and confirmed by PCPartPicker, which now reflects the new pricing across its database. The increase appears to have been applied overnight, affecting both in-stock and available listings.
For consumers, the timing is frustrating. The Radeon RX 9070 XT launched with a promised $599 MSRP over a year ago, but street prices have consistently remained above that figure. Recent promotions had brought some models back to an effective $699 through bundled deals, raising hopes that pricing was finally normalizing. This ASUS increase moves in the opposite direction.
What This Means for Buyers
At $939.99 for the Prime OC and $989.99 for the TUF OC, ASUS’s Radeon RX 9070 XT cards now sit at prices that approach or even exceed competing NVIDIA RTX 5070 Ti models. That erodes much of the value proposition that made the RX 9070 XT attractive in the first place.
It is possible that ASUS is adjusting prices in response to supply constraints or increased component costs, but without an official statement, buyers can only speculate. For now, anyone shopping for an RX 9070 XT may want to consider other brands or wait to see if ASUS reverses course.
Also, Read
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- ASUS Sets Date – First AMD Ryzen AI 400 “Gorgon Point” Laptops Launch January 22
- ASUS Defends $4,000 ROG Matrix RTX 5090 GPU Design, Says Misaligned Power Port is “Intentional”
ASUS’s quiet price hike is a setback for AMD’s Radeon lineup. After months of gradual price improvements, one of the largest board partners has moved in the opposite direction. Whether this is a temporary adjustment or a sign of broader market trends remains to be seen.
Source: ASUS