Motherboard makers, including ASUS, have started implementing price bumps across their AMD & Intel product lineups amidst component shortages.

PC components such as PCBs, VRMs, and capacitors that go into making a product are in shortage due to heightened demand from enterprise and cloud segments that are racing to build multi-gigawatt systems . These enterprise giants are willing to pay much more than what regular PC audiences pay, and the large majority of component manufacturers are shifting their supply to these segments.

Since Enterprise is willing to pay more for these components, we have seen a sharp surge in their prices, and not only that, the amount required to build data centers is simply mind-boggling. So PC manufacturers are either left with no supply or have to pay higher prices to get these crucial parts.

As such, graphics cards, motherboards, CPUs, PSUs , everything is seeing a massive price increase these days, and this cycle isn't ending anytime soon based on what every major vendor out there has to say.

In the midst of all this, Taiwan-based motherboard manufacturers such as ASUS, MSI, Gigabyte & the rest have started to raise prices across their Intel and AMD lineups. The reason for the price hike is said to be a combination of all the factors listed above.

Board Channels states that PCB prices have increased by at least 50%, which has led board makers to rethink their PC strategy & since the PC market isn't doing well, the margins are running low.

Taiwanese motherboard manufacturers warn of planned price increases in Q3. Research on the upstream supply chain of Taiwanese motherboard manufacturers reveals that the price of PCBs used in consumer motherboards is expected to increase by at least 50% in 2026. In addition, the prices of raw materials such as copper, surface-mount capacitors, power devices, and supporting control chips have also risen significantly, with multiple factors contributing to the overall increase in motherboard material costs.

The industry is currently facing significant challenges: on the one hand, demand in the DIY market continues to weaken, leading to a sharp decline in motherboard shipments; on the other hand, rising raw material prices continue to erode profits, making it difficult to fully pass on the increased costs to end users. Taiwanese motherboard manufacturers are squeezed by a triple whammy of reduced volume, stagnant prices, and rising costs, resulting in significantly deteriorating profitability and pressure on their stock prices in the secondary market. The market consensus is that financial reports from various companies will continue to decline in 2026, highlighting their challenging operating conditions.

Based on channel information, Taiwanese motherboard brands (such as ASUS, Gigabyte, and MSI are in similar situations) are highly likely to implement a new round of price increases in Q3 2026. Manufacturers hope to alleviate the pressure of continuously accumulating component costs and restore their profitability through price adjustments. More importantly, they aim to moderately streamline the channel price difference structure and improve the meager profitability of downstream distributors.

via Board Channels

ASUS is now one of the first manufacturers to have issued an official notification to its Taiwan-based distributors of a price increase which goes into effect this month.

As per the notification, Intel's 800 and 700-series motherboards will see a price hike of 5-30 RMB while AMD's 800-series motherboards will see a price hike between 20-50 RMB.

Asus motherboards have officially implemented the latest basic director price system in early August, and some models have already increased their prices, compared with the director prices in July. Details of the director price adjustment policy for some models in August are disclosed as follows:

• Z890\ 790\ B860 series: part of the main model rose 20-30 yuan.
• B760 series: some main models rose 20 yuan, and individual logistics models rose 5 yuan.
• H series: logistics models up 5-10 yuan.

The Asus motherboards factory in early August implemented the latest basic director price system for the AMD series, and some models have already increased their prices. Compared with the director prices in July, the details of the director price adjustment policy for some models of the AMD series in August are disclosed as follows:

• X870 Series: The director's price for some models has increased by 30-50 yuan.
• B850 series: high-end part of the model director price rose by 20 yuan; other logistics model prices remained unchanged.
• Other series: Basic prices for all models remain unchanged.

On the Intel front, the higher-end Z890, Z790, and B860 products will jump between 20-30 RMB, while B760 mainstream boards will see a 20-25 RMB bump. Entry-tier H-series motherboards will see a bump of 5-10 RMB. For AMD motherboards, the X870 series will see the biggest price bump between 30-50 RMB, while the B850 series will see a 20 RMB bump. The older 600-series AM5 boards and entry-level lineups will remain unaffected for now.

While these aren't major price bumps ($5-$15), they further put pressure on PC buyers who are already affected by higher memory, graphics card, and processor prices. Furthermore, these $5 to $15 price bumps could end up even higher in the coming months as component shortages intensify due to the AI crunch cycle, which continues to swell beyond anyone's expectations.

News Source: Videocardz

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