NVIDIA GeForce RTX 4090 Price Surge Ahead of RTX 5090 Release: Over $2500 and Discontinued at Major Retailers

The NVIDIA GeForce RTX 4090 has officially reached discontinuation status, triggering a notable surge in prices just ahead of the anticipated release of the next-generation RTX 5090.

Price Surge Amid Discontinuation and Upcoming RTX 5090 Release

Launched nearly two years ago, the NVIDIA GeForce RTX 4090 was the pinnacle of the RTX 40 “Ada”series, offering a significant performance leap over its predecessors, the RTX 3090 and 3090 Ti. Traditionally, one might expect reduced prices as products approach the end of their lifecycle; however, the recent discontinuation of the RTX 4090 has paradoxically resulted in substantial price increases instead.

NVIDIA GeForce RTX 4090 GPU — Image Source: Newegg

At retailers like Newegg, only the ASUS TUF Gaming variant is still available for around $2,700, while other models have skyrocketed to prices exceeding $3,500. Similar trends can be observed on Amazon, where most models are sold out or starting at nearly $2,500 US.

Notably, B&H Photo categorizes all RTX 4090 models as discontinued. Likewise, Best Buy indicates that these models are “Sold Out,” confirming limited availability due to production cuts. Only a few retailers continue to sell remaining stock at these inflated prices.

RTX 4090 Availability — Image Source: B&H

The rising prices and limited stock are not exclusively confined to the U.S.; similar trends are emerging in Europe and the UK. In these markets, consumers are also facing high prices and stock shortages of the GeForce RTX 4090. The conventional strategy when transitioning to a next-generation product typically involves reducing prices to clear existing inventory, making the current situation particularly unusual.

As the flagship model, the RTX 4090 had already seen constrained production since mid-2023, and its recent halt in manufacturing—as noted in October and November—was expected to lead to its exit from the retail environment. With available stock dwindling, manufacturers and retailers are likely to turn their attention toward the forthcoming GeForce RTX 5090. As demand rises for the new technology, the market may also witness an influx of refurbished and used RTX 4090 units from users upgrading to the latest offerings.

For anyone searching for current stock or deals on the RTX 4090, it may be prudent to act quickly. The ongoing fluctuations in availability and pricing reflect not just supply chain challenges but also the anticipation surrounding the forthcoming upgrade cycle.

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