Many newer and older-gen AMD GPUs are now selling below MSRP due to lower demand, forcing sellers to sell them at a loss.
Radeon RX 9070 XT Drops Below MSRP While RX 9060 XT and RX 7650 GRE See Significant Price Reductions in China
Channel Gate reports that various AMD Radeon GPUs are now selling below their MSRP in China, which is a dream at a time when the GPUs are selling for nearly 20-30% higher prices in various parts of the world. We don't know if this is a temporary drop or not, but we know from the past reports that Radeon GPUs, particularly the RX 9000, have continued to sell at lower prices in Japan and China vs other regions. Previously, we also saw the RX 9000 series dropping below MSRP in Germany, but this isn't common in the EU.
AMD's recent market sales of various graphics cards have shown a rather subtle trend, and the game between price and cost is particularly interesting. Take RX7650GRE as an example, the positioning of the mainstream market graphics card, the current ticket sales price of about 1740 yuan or even lower. However, this price level has reached almost or even below their purchasing costs for channelers and retailers, creating a classic "inverted" phenomenon - that is, when a graphics card is sold, the merchant not only fails to make a profit, but may face a loss.
The same problem arises with higher-positioned products. Upcoming RX9060XT 8GB The version, although mainly sold for whole-device pairing, its single-card ticket price is expected to be around RMB 2,250. The RMB 2,150 selling price obviously does not cover these expenses, and the pressure on the channel side is self-evident.
Even the flagship level of RX9070XT, the situation has not been fundamentally reversed, 4950 or so with the ticket price, also means that manufacturers and channels need to make great concessions in profits.
Taken together, whether it is the entry-level 7650 GRE, the mid-range 9060 XT, or the flagship 9070 XT, AMD graphics cards are generally in a "sell-and-lose" dilemma in the current market sales. This upside down state of price and cost shows that before AMD graphics cards will only increase prices, and businesses are not actively supporting them. The slowness or "arrogance" of AMD's response will only disappoint more dealers. Customers who previously sold some sales are expected to be lost immediately recently. The most taboo aspect of winning market share in China is merchant sales sacrifices that no one cares about and understands.Machine Translated via Channel Gate
According to the latest report, not just the Radeon RX 9000 series, but even the RX 7000 series is affected. While not every SKU is affected, some SKUs are now selling for much lower prices than the MSRP. For instance, the RX 7650 GRE, which usually sells for 2,099 Yuan, can now be seen selling at as low as 1579 Yuan, which is a solid 24% price reduction over MSRP.
In the Radeon RX 9000 series, some US models that are now selling for lower than MSRP include the Radeon RX 9060 XT 8 GB and the Radeon RX 9070 XT. The RX 9060 XT 16 GB appears to witness a good demand, but its 8 GB variant is now selling for 10% lower price than MSRP. Similarly, the flagship Radeon RX 9070 XT is selling just below its price tag of 4,999 Yuan, and according to the listings, one can find it for as low as 4,799 Yuan. While not a big drop below MSRP, the GPU still sells for 20% higher in various regions, including NA.
It's said that the price inflation has resulted in a drop in demand, which has now forced retailers to sell the GPUs at a loss to recover their investment. It may not seem permanent, but it's possible that we could see some price drops in other regions as well. Still, it's highly unlikely that the RX 9070 XT or any other RX 9000 GPU will start selling below MSRP right now or anytime soon due to the volatile market. VRAM prices are high, and this is passed down to the customers. Hopefully, we can see some relief in the prices in the coming weeks.
About the author: Sarfraz Khan is a hardware reporter with a focus on PC components and the builder community. With years of experience writing about PC hardware and laptops, his work has been featured on several reputable technology publications. Sarfraz's hands-on experience is demonstrated through his first-person accounts of using and comparing different hardware configurations, providing practical and relatable insights for everyday users. His technical analysis is respected by peers in the enthusiast community and has been cited by specialized hardware sites such as Germany's Igor's Lab.
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