PC gamers hoping to upgrade their rigs are facing a harsh reality. Prices for the NVIDIA RTX 5090 have exploded. The flagship card was never cheap, but current retail listings make the original price look like a bargain. A global RAM shortage is driving costs up, and the situation is deteriorating quickly.
RTX 5090 Prices Hit $4,000
NVIDIA launched the 50-series lineup early last year with a steep MSRP of $1,999 for the RTX 5090. This single component costs roughly the same as two PlayStation 5 consoles. However, getting one at that price is now nearly impossible.
Retailers have drastically increased prices. The cheapest listings currently sit around $2,500. This represents a 25% markup over MSRP. Furthermore, many of these “cheaper” options are out of stock or restricted to in-store pickup.
If you need a card shipped, you will pay much more. Most online listings now start near the $3,000 mark. Some retailers have even listed the GPU for as high as $4,000. These price hikes follow rumours that NVIDIA may cut production to preserve dwindling supplies of the card’s 32GB DDR7 VRAM.
The DDR7 RAM Crisis Explained
The core issue is a severe global shortage of DDR7 memory. This trend began in late 2025. During that time, major manufacturers like SK Hynix and Samsung diverted their memory production toward AI data centres. Consequently, consumer-grade RAM kits tripled in price.
The situation worsened when Micron exited the consumer RAM market entirely. As a result, companies like NVIDIA face massive supply bottlenecks. They must purchase RAM from outside suppliers, and these higher production costs are passing directly on to the buyer.
Outlook for 2026 & Beyond
The market will not cool off soon. Micron estimates that this RAM crisis will extend beyond 2026. Manufacturers need time to build specialised facilities to meet the demand. Meanwhile, rising interest in AI continues to strain available supplies.
This shortage impacts more than just PC gaming. Rumours suggest that Sony and Xbox may delay their next-generation consoles. They aim to avoid releasing hardware at inflated price points. While NVIDIA has not officially commented on production cuts, the volatility in the market suggests PC building will remain expensive for the foreseeable future.
