AMD reportedly reshuffled its China GPU sales team and set a 25% share target for 2026
Reports from China say AMD has completed a sales structure change for its consumer graphics business in the country. The reports suggest GPU channel oversight is now handled under the same leadership that manages AMD’s CPU sales locally.
According to the reports, AMD’s China graphics card sales director has been reassigned to other responsibilities. The GPU business is said to be managed by the CPU sales director going forward. The same reporting claims AMD plans to run consumer GPU and processor channel work as one combined effort, including coordinated engagement with add-in-board partners.
The reports from Chinese media add that AMD has set an internal goal of reaching 25% discrete GPU market share in China during 2026 . Board partners are said to have received higher sales targets as part of that plan. There was no mention of how that would be achieved, and given the circumstances of high memory costs, that could be a big challenge on its own. It’s worth noting that the Chinese GPU market is generally dominated by NVIDIA hardware and has been for years.
That same report also hints at a bigger issue for the GPU market. When memory gets more expensive and harder to source, card costs can climb and launches can slip. That kind of pressure could make CES 2026 refresh plans harder to pull off, including the rumored RTX 50 SUPER update.
I tried to find the most recent info on GPU market share in China, but that has proven to be more complicated than I thought. In 2020, AMD already had over 30% of the GPU market, so this suggests that its share has dropped. The most recent reports indicate that Colorful has 25% of the GPU market share, ASUS is around 20%, and others (Gigabyte, Galax, and MSI) have 10%. Only ASUS and Gigabyte now launch Radeon GPUs.
In a global context, the Jon Peddie from September last year claimed NVIDIA owned 94% of the GPU market, with AMD sitting at 6%.
Source: MyDrivers
