The NVIDIA GeForce RTX 5090, the crown jewel of gaming graphics cards, is experiencing a severe price explosion that is locking out all but the most determined and deep-pocketed enthusiasts. While its official Manufacturer’s Suggested Retail Price (MSRP) remains $1,999, finding the card anywhere near that price has become a virtual impossibility, with retailer listings now consistently pushing toward the $3,500 to $4,000 range.
This staggering premium, effectively a 75% to 100% price increase over MSRP, is creating a two-tier market and raising serious questions about the real-world cost of owning the latest flagship hardware.
The Disappearing $1,999 Founders Edition
Officially, the RTX 5090’s MSRP of $1,999 still stands. However, this price point is essentially reserved for the elusive Founders Edition card sold exclusively through NVIDIA’s own online store. Securing one requires luck with NVIDIA’s Verified Priority Access system, making it a lottery rather than a reliable purchasing channel.
For the vast majority of buyers, the only available options are custom models from Add-in-Board (AIB) partners like ASUS, MSI, and Gigabyte. These cards officially started at a higher $2,499, but even that baseline is quickly evaporating. As of now, the cheapest available cards from major retailers begin at over $3,000, with many popular models already priced between $3,500 and $4,000.
Retailers Drive Prices to Unprecedented Heights
The price surge appears to be driven almost entirely by retailer market dynamics rather than an official price hike from NVIDIA. Major online stores, listed as official sellers by NVIDIA, are now the primary source of inventory, and they are capitalizing on extreme scarcity.
Analysts note that NVIDIA is unlikely to formally raise the MSRP to a rumored $5,000. Such a move would be unprecedented and quickly leak from board partners. Instead, the current situation suggests NVIDIA is willing to tolerate the inflated market prices, likely choosing to delist the Founders Edition or simply wait for demand to stabilize over time.
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This strategy leaves consumers in a difficult position. The promise of “next-generation performance” comes with a next-generation price tag that far exceeds official marketing.
A Bleak Outlook for Availability
Just months ago, there was hope that the RTX 5090 would become more readily available at reasonable prices as production ramped up. That optimism has now faded. With the card approaching its one-year anniversary, the consensus among industry observers is clear: widespread availability at or near MSRP is not coming.
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For gamers and creators, this creates a frustrating calculus. The performance of the RTX 5090 is unmatched, but its effective street price now rivals that of an entire high-end PC build. This massive price gulf may push even eager upgraders to consider previous-generation flagships or alternative high-end options that offer far better value, despite a reduction in peak performance.