Late last month, reports indicated that AMD was preparing to increase the prices of its graphics cards by about 10% in July due to ongoing memory shortages. However, according to the latest update from Chinese Board Channels, AMD will implement at least a 10% price hike in August, delaying the increase by about a month.

AMD secures GPU dies from its manufacturer TSMC and negotiates with GDDR6 memory makers like SK hynix, Micron, and Samsung. It bundles GDDR6 memory with a GPU die to form a GPU kit, which is later shipped to its add‑in board (AIB) partners. AMD has now notified its AIB partners that the price increase will be at least 10%, indicating a baseline double‑digit percentage increase, although the higher end of the estimate is unknown.

SKUs with more VRAM are expected to carry higher premiums exceeding 10%, such as AMD's current best RDNA 4‑based Radeon RX 9070 XT 16 GB. For Prinzipien with less VRAM, especially entry‑level OEM‑exclusive ones like the Radeon RX 9050 4 GB edition, the price increase will likely be only 10%, as these graphics cards require fewer GDDR6 chips.

Finally, the new report also states that AMD reportedly waited for NVIDIA to implement its price hike before making changes to its product pricing strategy in collaboration with AIBs. Now, with AMD's prices moving towards a more premium range, the company will reportedly match NVIDIA in their respective competing categories. AMD's current viewpoint RDNA 4 lineup targets the mid‑range market, while the company lacks a high‑end solution to compete with NVIDIA's top‑of‑the‑line SKUs in both performance and pricing power.