ZOTAC Faces Backlash for Canceling RTX 50 Series Orders, Then Relisting at Higher Prices

The launch of NVIDIA's RTX 50 series has been met with the typical frenzy of high demand and limited supply, but ZOTAC's handling of its initial sales has sparked a notable backlash. Reports from affected customers indicate that the company canceled numerous RTX 50 series orders that had successfully processed, only to relist the identical GPU models at significantly increased prices shortly after.

The situation unfolded rapidly for customers who managed to place orders for ZOTAC's RTX 5090 and RTX 5080 models. According to a Reddit user who shared their experience, these orders initially went through without any errors on the ZOTAC Store. However, they later received cancellation emails from the company. The email, which has been shared online, stated the order was canceled due to a "system error" and assured a full refund to the original payment method. Customers were also told they could place a new order once the issue was resolved.

What followed, however, was not a simple correction. Shortly after these cancellations, ZOTAC relisted its RTX 50 series GPUs on its website with substantially higher price tags. The price hikes were not minor adjustments; reports indicate that across the RTX 5090 lineup, prices jumped by several hundred dollars. Specific models saw increases from approximately $2,299 to $2,799, $2,399 to $2,899, and $2,449 to nearly $2,999. The RTX 5080, a more mainstream high-end card, experienced a price increase of around $250.

This sequence of events—canceling existing orders at the original price and then selling the same hardware at a markup—has drawn direct comparisons to a nearly identical incident involving Corsair just a few weeks prior. Corsair faced similar criticism for reportedly canceling DDR5 RAM orders before putting them back on sale at higher prices. In that case, Corsair eventually responded by issuing 40% discount coupons to affected customers. As of now, ZOTAC has not issued a public statement regarding the backlash.

Adding to the confusion, the ZOTAC Store website is currently listed as under maintenance, leaving customers without a clear channel to place new orders or seek clarification. The lack of an official response from ZOTAC has left the community waiting to see how the company will address the situation, if at all.

This incident highlights the volatile nature of high-demand hardware launches and the delicate balance retailers must strike between managing inventory and maintaining customer trust. For consumers, it serves as a reminder of the potential pitfalls of pre-ordering or purchasing from retailers during peak demand periods. The broader pattern suggests that systemic issues in inventory management and pricing strategies may be at play, prompting questions about the transparency of retail practices in the tech industry.

As the situation develops, the tech community will be watching closely to see if ZOTAC follows Corsair's lead in offering compensation or if this becomes a case study in mishandled product launches. For now, affected customers are left navigating refunds and the uncertainty of when, or if, they will be able to purchase the GPU they originally ordered at the advertised price.