AMD Radeon RX 6600 XT’s Very Wrong Pricing Editorial

This past week, AMD released the Radeon RX 6600 XT, a mid-range graphics card with a whole lot of features. For $99, it packs a whopping 8GB of VRAM, an impressive factory overclock, and a 256-bit memory bus. But the card was so cheap that it was actually available at a discount at the time of its release. I know: insane, right? In this editorial, I’ll explain why AMD’s pricing is, in a word, wrong, and how the new Radeon 290 can be had for what seems like a better price.

Last week, AMD released the Radeon RX 6600 XT graphics card. The price of the card on AMD’s website matches the exact amount that the company said it would be, but our market research reveals that the retail price of the card is much higher.

Introduction

The following is a brief essay based on our experience and performance with AMD’s new Radeon RX 6600 XT graphics card. After thoroughly evaluating the Radeon RX 6600 XT’s performance and comparing video cards based on official MSRP launch price, we have come to this conclusion. The official MSRP will be our measure, our yardstick, throughout this essay. While we recognize that street pricing will vary, we must compare using a similar measure. Because street costs are unpredictable and will fluctuate over time, the best method to do so is to compare using the official MSRP.

Check out our XFX SPEEDSTER MERC 308 Radeon RX 6600 XT Black video card review and our AMD Radeon RX 6600 XT Introduction article.

The Price Puzzle

Given the demand and supply issues in 2020 and 2021, it seems strange to speak about price. However, it is a subject worth discussing in light of the present price of the Radeon RX 6600 XT. Before we go into the price of the Radeon RX 6600 XT, we must first recognize certain realities regarding the current situation of pricing. This is by no means a complete assessment of the industry’s current condition. 

It is true that there is a silicon scarcity, particularly a substrate shortage. There is a genuine increase in demand for components. Parts are more expensive, and this is true. Memory costs and demand for video cards have increased, as have video card material prices. Copper, polymers, and other metals that make up a video card’s complete package have increased in price. All of these factors pile up and have an impact on price. These are well-known, and we recognize them when we express our viewpoint.

Manufacturer Suggested Retail Price (MSRP) is an acronym for Manufacturer Suggested Retail Price. AMD does produce its own visual cards, which may be purchased directly from AMD.com. However, AMD is leaving it up to add-in-board partners with the Radeon RX 6600 XT. However, the MSRPs stated by AMD for their GPUs have an effect. When AMD lists a video card for sale at a particular price on its website, it establishes a benchmark for that price. The precedent established by AMD in defining an MSRP has an impact on add-in-board partner pricing. As a result, the MSRP stated by AMD (or anybody else for that matter) is critical. 

The Radeon RX 6600 XT is overpriced.

The $379 MSRP for the AMD Radeon RX 6600 XT is excessive. Let’s take a look at some price history. 

The AMD Radeon RX 5700 XT was released in 2019 with an MSRP of $399 and was marketed as a 1440p gaming card. 

The AMD Radeon RX 5700 was released in 2019 with an MSRP of $349 and was marketed as a 1440p gaming card. 

The AMD Radeon RX 5600 XT was released in 2020 with an MSRP of $279 and was marketed as a 1080p gaming card. 

The AMD Radeon RX 5700 XT was named the best GPU for 1440p gaming in 2019. That’s correct, the Radeon RX 5700 XT was positioned as the 1440p gaming card, with a price tag of $399. The Radeon RX 5600 XT, which was released in early 2020, was the video card that was positioned as the 1080p gaming card. Do you know how much it cost? That’s correct, the MSRP is just $279.

  • Radeon RX 6000 Series GPUs Presentation Slide

Two years later, AMD is promoting the AMD Radeon RX 6600 XT as a 1080p gaming card, but do you know how much it costs now? That’s correct, the MSRP is $379. Two years later, the price of a 1080p gaming card has risen by $100 for some reason.

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