Zotac has implemented significant price increases across its GPU lineup while canceling existing orders due to a claimed system error, amid worsening component shortages and Nvidia policy changes.
Multiple verified reports indicate Zotac has increased MSRPs across its graphics card portfolio by $200-$500, with particular impact on high-end RTX 5090 models. Analysis of PC Part Picker historical data and Wayback Machine archives confirms price hikes on several SKUs, though the claimed $500 increases appear limited to specific premium variants like the RTX 5090 ArcticStorm AIO.
The pricing shift coincides with two critical market developments: An ongoing GDDR7 memory shortage causing GPU rationing in Germany and Japan for cards with 16GB+ VRAM, and Nvidia's discontinuation of its OPP pricing-support program. This program previously enabled AIB partners to sell select models at manufacturer-suggested retail prices. Industry sources confirm these policy changes effectively remove price ceilings for board partners.
Compounding the situation, Zotac canceled existing GPU orders hours before implementing new pricing. Affected customers report receiving cancellation notices citing "system errors," forcing them to repurchase the same products at higher prices. This mirrors Corsair's recent DDR5 memory pricing incident, where the company resolved similar cancellations by offering 40% discounts on future purchases.
Market analysis indicates the combined effect of component shortages and policy changes has created a 18-22% average price inflation across the mid-to-high-end GPU segment since Q4 2026. With TSMC's 3nm wafer allocation for graphics processors reportedly constrained through Q3 2027, manufacturers face mounting pressure to pass increased production costs to consumers. Industry observers warn these conditions may accelerate the trend toward tiered GPU segmentation, where memory capacity becomes a primary pricing differentiator.
Zotac has yet to issue formal communication regarding either the pricing adjustments or order cancellations. The company's handling of customer reconciliations will prove critical, as Corsair demonstrated through targeted coupon compensation following its pricing error. With Q2 traditionally representing peak GPU demand, these developments signal potential turbulence in graphics card availability and pricing structures throughout 2027.
Image credits: Zotac
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