NVIDIA appears ready to increase wholesale prices for its GeForce RTX 5090 and RTX 5090D V2 GPUs by approximately $300 per unit. According to Chinese Board Channels, this move stems from soaring GDDR7 memory costs that the company previously absorbed but can no longer sustain. The memory shortage has depleted supply chains globally, extending lead times to several weeks.

Unlike typical GPU sales, NVIDIA provides complete "GPU kits" that bundle the GB202 die with GDDR7 memory directly to add-in card partners. This arrangement helps avoid sourcing delays and secures volume discounts for partners who would otherwise face unfavorable memory deals. However, the current chip shortage has eliminated these advantages.

Retail prices already reflect these pressures, with RTX 5090 cards selling for over $4,000 on platforms like Newegg. That's more than double the $1,999 MSRP still listed on NVIDIA's website. Consumers seeking cards at face value must wait for Founders Edition restocks on the NVIDIA Marketplace, where availability remains extremely limited.

The price shift signals broader supply chain stress in the high-end GPU market, potentially reshaping enthusiast purchasing decisions through the remainder of the year.