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Hold on tight to the graphics cards you have, because those sitting on retailer shelves are about to get a lot more expensive, irrespective of whether you prefer AMD or Nvidia.

Last week, Nvidia GPUs were confirmed to be getting a substantial price hike, with anything between 20% and 30% being reported. That gave AMD the perfect moment to communicate a price increase of its own, with market analyst Harukaze571 reporting that the company had been waiting for Nvidia to make the first move.

The report, via PC Gamer, suggests that AMD was planning its own GPU price hike, but was worried about its effect on current stock, the price sensitivity of consumers, and more. Unlike Nvidia, however, AMD's increase seems mild by comparison, with the company aiming for "at least 10%" but falling short of specifying an upper limit.  Harukaze5719 added that, "price positioning is expected to be similar to that of the Nvidia series graphics cards," with the increases set to start taking place this week.

This increases are, notably, applying to partners, who then have to figure out how much to pass onto consumers. But given the thin margins that GPUs are currently sold at, it is unlikely that many, if any, will be able to absorb any part of the cost.

The increases across the board are attributed to the ongoing demand for memory, which is a core component for GPUs that requires large quantities of high speed modules. Samsung, which supplies a lot of memory for applications including and beyond GPUs, has already increased prices this year, and plans to hike them by a further 20% this month too. The company is expected to continue doing so until 2028 at the earliest.

These are all causing massive knock-on effects across the industry. The Xbox Series X and Series S had its new, increased prices go into effect at the start of the month, with Nintendo soon to follow with its announced Switch 2 price hike. Sony was forced to increase the price of the PlayStation 5 earlier this year, with all three companies likely looking at the possibility of further increases in the further should memory prices continue rising.