Zotac’s North American storefront now lists the GeForce RTX 5090 at $2,999 and the RTX 5080 at $1,249, up from $2,299 and $999 respectively. Across the line‑up, price tags have jumped roughly 20‑22%, with the RTX 5070 Ti 16 GB climbing from $749 to $949. Shoppers report sudden order cancellations after checkout.

The surge follows NVIDIA’s decision to terminate its Open Price Program, which had subsidized add‑in‑card partners during a prolonged memory supply crisis and a reported 20% cut in GPU die shipments. Without the rebate, vendors like Zotac and ASUS are shifting costs to consumers, sparking anger on Reddit and other forums.

Retailers including Walmart and Newegg have already halted “Blackwell” GPU orders, and Zotac’s site is currently offline for maintenance. Analysts expect further price adjustments if supply constraints persist, while bargain hunters watch for any PNY units that remain at MSRP. The next few weeks will reveal whether the market stabilizes or prices keep climbing.