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2026-09-11 · Source：TechPowerUp
The cheapest GeForce RTX 5090 on German tracker Geizhals now lists at €5,242.94, up roughly 73% since January, as GDDR7 memory costs tied to AI demand cascade into retail.
Germany's retail market for NVIDIA's flagship GeForce RTX 5090 has crossed a new threshold. The least expensive card listed on price comparison portal Geizhals — the INNO3D iCHILL Frostbite Pro — now carries a tag of €5,242.94. Hardwareluxx, the publication that first flagged the climb, reports that not a single RTX 5090 configuration is currently listed below €5,200 anywhere in the German market, and several mainstream models are edging toward €5,500. Back in January, the same hardware was selling for around €3,029 — an increase of roughly 73% in eight months.
The distance from official pricing has become extreme. NVIDIA's Founders Edition RTX 5090 is still listed at €2,099 whenever it is actually in stock, which means current custom-card prices sit at well over double the reference figure. Nor is Germany an isolated case: RTX 5090 pricing in the United States has recently crossed $5,000 as well. NVIDIA has not publicly addressed either situation.
Rather than confronting the pricing problem head-on, the company appears to be leaning on event-based promotions instead. Its PAX West giveaway, which handed out occasional units at MSRP, offers relief to a lucky few while leaving the broader market trajectory unchanged.
The apparent driver lies upstream in the memory supply chain. The rising cost of GDDR7 memory, tied to demand from the AI sector, looks to be the main factor behind the increases, and board partners have apparently been passing those component costs straight through to consumers for months. For anyone tracking GPU economics, the episode is a clear illustration of how AI-driven memory demand is now feeding directly into consumer graphics card pricing — with no sign yet of intervention from NVIDIA itself.
Mots-clés: NVIDIA · GeForce RTX 5090 · GDDR7 · GPU Pricing · Germany · AI Memory Demand
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