AMD GPU Prices Fall In Japan. Turns Out There Is A Limit To What People Will Pay

AMD GPU Prices Fall in Japan. Turns Out There Is a Limit to What People Will Pay

Last updated: 2026/02/22 at 3:29 AM

News Room Published 22 February 2026

It might feel like AI data center overspending means consumers have little power to influence major hardware companies, but in Japan, AMD GPU prices have fallen by as much as 20% because people aren’t buying them, TechPowerUp reports.

In data gathered by Gaz:Log, we can see large price spikes in December 2025, when the cards rose by as much as 40%, prompting gamers to rebel. It seems there is a limit to what people are willing to pay, so sales fell off, and the reduced demand has led retailers to lower prices.

This is just one market and one set of tracked cards, but it does suggest a breaking point for buyers and that retailers won’t sit on old stock without adjusting prices to reflect demand.

Prices for the top AMD graphics cards haven’t come down in the US yet, but the prices there have remained relatively stable at around $700-$800 for the 9070 XT and $450 for the 9060 XT 16GB. Although that’s still $100 over MSRP for the lower-end card, those prices are more favorable than Nvidia’s GPUs at the time of writing. Prices for the RTX 5070 Ti have jumped to over $1,000, the RTX 5070 12GB to around $700, and the RTX 5060 Ti 16GB to over $550.

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This is before price increases rumored for this year; Nvidia and AMD could raise their recommended retail prices by another 10% in 2026. It’s not clear if that will affect all GPUs or just those with more VRAM. The rise in MSRP could also be a way to cover for the fact that basically no cards are selling at their suggested pricing. Or it could lead to retail prices rising too. Considering how the GPU market has been in the past few months, I’d bet on the latter.