Nvidia's RTX 5090 launched last year at $1,999, but by the beginning of this month its cost had climbed to at least $5,000, and as of the week of September 13, 2026, stores such as Newegg are selling the card for around $9,000, with some price tags bordering on $14,000. For comparison, a PlayStation 5 Pro costs $899 through the PlayStation Store. Although the RTX 5090 is more powerful than the PS5 Pro, the RTX 5060 Ti and 5070 are also more powerful than that console, and Newegg sells most of these graphics cards for anywhere between $500 and $900. Most of the exorbitantly priced RTX 5090 GPUs on Newegg's storefront do not originate from the retailer but are sold through third-party stores using Newegg as a middleman, with sellers based in Canada, the U.S., and mostly Hong Kong. TechRadar theorizes the increases could result from engineered FOMO, as rumors and images of AI server manufacturers buying GPUs by the pallet circulate, though many pictures seem AI-generated, possibly creating an illusion of scarcity to drive up prices. The article does not recommend buying RTX 5090s for $9,000 or more.