GPU Prices Are Already Up 30–40% Over 3 Months — And AMD’s Q4 Price Hike Hasn’t Even Landed Yet

We've tracked GPU prices daily across 27 EU stores in 9 countries for the past 3 months using a fixed-basket methodology: the same models tracked continuously, with no swapping in cheaper or pricier products that would silently skew the average. This report breaks down what's happened by brand — and checks a specific claim currently circulating: that AMD is about to raise prices around 10% in Q4 2026.

The 3-month picture

Across the tracked catalogue, the headline shift over the June-to-September window is stark, and asymmetric:

Both figures are basket averages across multiple retailers per model, not single-store snapshots. What's more revealing than the headline percentages is how each brand got there — the week-by-week trajectory shows two very different stories:

Checking the AMD price hike report

On September 17, 2026, TechPowerUp reported — citing ChannelGate — that AMD has notified partners of a ~10% price increase across GPUs, chipsets and possibly CPUs, driven by rising TSMC wafer costs, with rollout planned for Q4 2026.

Since that report went public, our tracking window shows: AMD +4.8%, NVIDIA +7.6%. There is no AMD-specific spike in the data — consistent with the report's own framing that the increase is a Q4 rollout, not immediate. AMD's steady, gradual weekly climb (visible in the chart above) supports this: there's no discrete jump to point to yet, unlike NVIDIA's clear late-July/August step-change.

The honest read is too early to confirm, not debunked. If AMD partners raise prices in Q4 as reported, we'd expect an AMD-shaped step-change in the same weeks — the kind NVIDIA's line already shows. We'll revisit this piece once Q4 begins.

What this means if you're buying

• NVIDIA is already expensive and has been climbing since a discrete event in late summer — the jump has been absorbed into current shelf prices, not something you can wait out at these tier averages.
• AMD is about to lose its price advantage once Q4 hits, per the reported timeline. The 28.3% climb it's already shown is on top of the pending ~10% partner-side increase, not instead of it.
• The window is closing. If you're buying this generation at all, the interval before both brands fully reflect these increases at retail is closing week by week.

Methodology

Weekly figures are basket averages of the same NVIDIA (179) and AMD (71) models tracked continuously across 27 EU retailers in 9 countries, over the 3-month window ending September 28, 2026. Prices are aggregated from PriceSquirrel's 6-hour scrape cycles, with each product's weekly value being the cross-retailer average of its in-stock prices for that week.

The fixed-basket constraint is important: we do not swap in newer or cheaper products mid-window. This avoids a common distortion in simple daily averages where a lower-priced model selling out and dropping off the list can artificially inflate the apparent average even when no individual product's price has moved.

We'll publish an update to this report once Q4 2026 begins, checking whether AMD's hike actually materialises in EU retail pricing as described — and whether NVIDIA's plateau holds or breaks.