Asus raises RTX 50 GPU prices in China while Amazon cuts 45% off its 280Hz ROG monitor,

ASUS’s price adjustment in China reflects a broader trend of GPU cost inflation driven by soaring memory component prices, according to a report by Wccftech that cites Channel Gate. The Taiwanese maker is raising the list price of its flagship RTX 50 series cards by as much as $72, while leaving the entry‑level RTX 5060 Ti 8 GB unchanged. The hike applies across the RTX 50 lineup, including the high‑end 4090‑class models, but does not extend to the newer RDNA 4 AMD GPUs, which remain at their current pricing. ASUS’s move mirrors similar adjustments made by other GPU vendors this year, all of which have pointed to “higher memory prices” as the primary catalyst for the upward pressure on retail costs.

The timing of the increase coincides with a sharp discount on an ASUS ROG monitor offered by Amazon in the same market. Tom’s Hardware reported that the 27‑inch ROG Strix display, featuring a 1440p VA panel and a 280 Hz refresh rate, is now listed for $210—a 45 % reduction from its usual price. The promotion, highlighted in a March 4, 2026 article by Stephen Warwick, positions the monitor as a cost‑effective way for gamers to upgrade their rigs without bearing the brunt of the GPU price surge. The deal’s headline‑grabbing discount underscores how peripheral pricing can be leveraged to sustain demand for high‑end graphics cards that are becoming increasingly expensive.

Analysts note that the divergent pricing strategies may be a calculated response to differing elasticity in the Chinese consumer market. While GPU demand remains robust among enthusiasts and professional users, the steep rise in component costs threatens to dampen sales volumes. By keeping entry‑level RTX models and AMD cards stable, ASUS appears to preserve a foothold for budget‑conscious buyers, while extracting higher margins from premium segments that are less price‑sensitive. The simultaneous Amazon discount on a high‑refresh‑rate monitor could serve to offset the perceived cost barrier of a pricier GPU, encouraging a bundled upgrade path that keeps overall spend within a palatable range for gamers.

The price hike also raises questions about the sustainability of the RTX 50 series’s market positioning in China, where competition from both Nvidia‑direct rivals and AMD’s RDNA 4 offerings is intensifying. The Verge has previously reported that ASUS claims its RTX cards could eventually be “up to 25 % cheaper,” suggesting that the current $72 increase may be a short‑term response to supply chain pressures rather than a permanent shift in pricing philosophy. If memory prices stabilize, ASUS could revert to more aggressive discounting, but the immediate impact is a higher entry cost for consumers seeking the latest Nvidia architecture.

Overall, the juxtaposition of ASUS’s price hike and Amazon’s deep monitor discount illustrates how manufacturers and retailers are navigating a volatile component market. By selectively adjusting GPU prices while offering steep cuts on complementary hardware, they aim to maintain momentum in a segment that is increasingly cost‑sensitive yet still driven by performance demands. The strategy highlights the delicate balance between preserving profit margins on premium products and sustaining overall ecosystem sales in a market where price elasticity varies sharply across product categories.