AMD has reportedly notified its supply chain that it will increase pricing across its entire GPU product line by about 10%. The main driver behind this is the massive memory shortage driving DRAM prices to skyrocket and eating up all the margins for GPU makers. Apparently, AMD's AIB partners have been notified that AMD plans to implement a 10% price increase across the board, which AIBs will likely match in the coming weeks to preserve their margins. GPU makers like AMD (and NVIDIA/Intel) bundle their GPU dies with GDDR memory and send that to AIBs as a kit. In situations like this, when AMD raises GPU prices, it is due to the cost of the DRAM bundled with the GPU, as the costs of AMD's raw silicon remain stable for now.

Additionally, this is AMD's second recent GPU price increase. The company did some price restructuring in October, but it seems that the memory supply chain is now starting to show signs of weakness and that a full 10% increase is needed. We have reported that AMD's long-standing AIB partner, PowerColor , is now urging gamers to purchase GPUs during this holiday season, and that 2026 is when we will see this price hike. It could be that AIBs have locked their pricing mechanisms for now with the old AMD pricing, and that 2026 will be implementing the new pricing strategy.