AMD’s RX 9070 XT Pricing Finally Shows Signs of Improvement
Five months after its launch, AMD’s Radeon RX 9070 XT is gradually approaching its promised $599 manufacturer’s suggested retail price in the United States, though the target remains just out of reach for most consumers. The graphics card, which launched in March with AMD’s commitment to “encourage” partners to sell at MSRP, has consistently sold above this price point in the US market despite already being available below MSRP in European markets.
The first sign of change comes from MicroCenter, AMD’s official launch partner, which has listed the PowerColor Reaper RX 9070 XT at the true $599 MSRP. However, this offer comes with significant limitations: it’s only available for in-store pickup, and MicroCenter received the majority of the initial launch allocation, making this pricing unrepresentative of the broader US market.
The Current Pricing Landscape
As of September, the RX 9070 XT continues to command premium pricing across most US retailers:
- Cheapest available: ASRock Steel Legend at $699 on Newegg ($100 over MSRP)
- MicroCenter exception: PowerColor Reaper at $599 (in-store only)
- Non-XT variant: RX 9070 available at its $549 MSRP
The pricing disparity highlights an interesting market dynamic—the surcharge applies specifically to the more powerful XT model, suggesting either constrained supply or stronger demand for the higher-end variant.
Why the MSRP Promise Remains Unfulfilled
Several factors are contributing to the persistent premium pricing:
- Limited competition: NVIDIA’s RTX 5070 Ti continues to sell at significantly higher prices, reducing pressure on AMD to lower costs
- Supply constraints: The XT variant may be in shorter supply than the non-XT model
- Market positioning: Retailers appear to be testing how much premium the market will bear for AMD’s highest-end RDNA 4 offering
The upcoming Intel Arc B770, expected to offer 16GB of memory at a competitive price point, could eventually provide the competition needed to drive prices down, though it may not match the raw performance of AMD’s offering.
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- AMD Launches China-Exclusive Ryzen 5 9500F – Zen 5 Power Without Integrated Graphics
The Bottom Line
While the MicroCenter listing offers a glimmer of hope for US consumers, the RX 9070 XT continues to sell above its promised MSRP five months after launch. For most Americans, the card remains a premium product with a premium price tag—a frustrating situation for gamers who believed AMD’s launch promise of accessible pricing for its latest generation.
Source: microcenter