The median price of an RTX 5090 at EU retailers went from €5,900 to €7,730 between 19 September and 19 October 2026. That is €1,830 more than a month ago, or +31%.
Recently, reports surfaced that Nvidia is discontinuing the card and reserving its GB202 chips for the RTX Pro series. Nvidia has said the card is not discontinued. We track about 20 EU shops every day, so we looked at what prices did.
The short version: prices were already climbing for weeks before the reports, and the reports did not start the move.
The last 30 days
Most of the increase happened before the story broke. The median rose steadily through late September and early October, and only a small part of the 31% came after the reports.
Each day: every retailer listing's last in-stock scrape, EUR, EU retailers (Webhallen and Morele excluded). A card's price is its cheapest listing. Cards in stock change daily, so day-to-day moves partly reflect which cards were available. Not a forecast.
The cheapest single listing tells a similar story, with one jump. It sat around €5,280 for most of early October, went up to about €7,350 on 17 and 18 October, and fell back to roughly €6,900 on the 19th.
Availability got thinner too. At the peak, 10 stores had a 5090 in stock. In the last few days it has been 4 to 6.
The longer view
The rise is not new. We follow a fixed basket of 11 RTX 5090 models that were in stock in at least 80% of weeks since late May. Their average price is up about 84% from the week of 25 May to the week of 12 October. The last week alone was roughly +10%.
The climb has been fairly steady since July and sped up in September. So the last 30 days are the steep part of a longer trend.
184+84% since 25 May
Fixed basket of 11 RTX 5090 models in stock in at least 80% of weeks. Index of the basket's average cheapest price, 25 May = 100. EU retailers, EUR.
What this does and doesn't show
The timing of the reports does not show a cause. Prices were rising before them, and other things were going on at the same time that we can't separate out.
Reports, not an announcement. The discontinuation is unconfirmed, and Nvidia has denied it.
Day-to-day moves are noisy. Which cards are in stock changes daily, so a single day can jump because the mix changed. The trend is more reliable than any one day.
EU only. We leave out Webhallen (Sweden) and Morele (Poland) because they price in other currencies. This may not match the US or other regions.
Not a forecast. We don't know where prices go from here.
How we measured it
Every day we take each retailer listing's last in-stock price, in EUR. A card's price is its cheapest in-stock listing. The headline number is the median of those card prices across all models in stock that day.
Listings with the same EAN are merged into one card. Obvious outliers, prices under half or over three times a card's usual price, are dropped. The weekly basket only counts cards with at least 3 valid days in a week, and weeks with fewer than 5 days of data are skipped.
