Eight weeks after its highly anticipated release, AMD’s Radeon RX 9070 XT continues to elude buyers at its promised manufacturer’s suggested retail price (MSRP). Despite initial excitement and long queues at MicroCenter during launch week, the graphics card remains stubbornly above its intended price point across most retailers, leaving many gamers frustrated.
The Pricing Problem Explained
At launch, AMD made a strategic decision to flood MicroCenter stores with RX 9070 stock at MSRP, creating visible demand through viral images of eager customers. However, this availability proved short-lived. The current market tells a different story:
- RX 9070 XT averages €800 (vs. intended MSRP of ~€699)
- RX 9070 non-XT hovers around €729
- Only select retailers occasionally offer near-MSRP deals
The root cause appears to be AMD’s rebate system for distributors. While the company claims to encourage MSRP pricing, its financial incentives to partners have inadvertently created a situation where retailers prioritize higher margins over competitive pricing.
AMD’s Response – Promises Without Progress
Frank Azor, AMD’s Chief Architect of Gaming Solutions, initially took to social media to reassure customers, stating:
“We’re working closely with AIB partners to restock inventory and reinforce MSRP as the target price.”
However, two months later, no meaningful improvements have materialized. The situation highlights the challenges of maintaining price discipline in a competitive GPU market where:
- Retailers face pressure to maximize profits
- Distributors operate on thin margins
- Enthusiast demand remains strong despite inflated prices
What This Means for Buyers
For gamers waiting to upgrade, the options are limited:
- Wait for Seasonal Sales – Prices may dip during back-to-school or holiday promotions
- Monitor MicroCenter – Still the most likely retailer to honor MSRP
- Consider Alternatives – NVIDIA’s RTX 50 series or last-gen cards may offer better value
Broader Implications for AMD
This pricing struggle comes at a sensitive time for AMD, which has been gaining market share with its RDNA 4 architecture. The inability to stabilize RX 9070 pricing risks:
- Eroding consumer trust in AMD’s pricing promises
- Pushing budget-conscious buyers toward competitors
- Undermining the value proposition of RDNA 4’s efficiency gains
Also, Read
- NVIDIA Offers Free DOOM – The Dark Ages with RTX 5070 Series GPUs – Here’s How to Claim It
- ASUS Reveals RTX 5080 DOOM Edition ‘BFGPU’ – Limited Collector’s Dream
- NVIDIA RTX 5070 Drops 10% Below MSRP in Germany – Is the GPU Shortage Ending?
The Road Ahead
While AMD technically can’t force retailers to lower prices, it could:
- Adjust distributor rebate structures
- Increase direct-to-consumer sales channels
- Time inventory surges with price monitoring
For now, the RX 9070 series remains a premium purchase rather than the accessible next-gen option AMD initially pitched.
Source: Computerbase