With AMD set to launch their new 1080p-focused Radeon RX 5600 XT next Tuesday, NVIDIA isn’t wasting any time in shifting their own position to prepare for AMD’s latest video card. Just in time for next week’s launch, the company and its partners have begun cutting the prices of their GeForce RTX 2060 cards. This includes NVIDIA’s own Founders Edition card as well, with the company cutting the price of that benchmark card to $299.

The timing, of course, is anything but coincidental. AMD’s Radeon RX 5600 XT announcement back at CES already revealed a significant portion of AMD’s hand, particularly that the card would launch at $279, and that the company is expecting the card to outperform NVIDIA’s GeForce GTX 1660 Ti, their own $279 card. Assuming AMD’s performance claims hold true, then NVIDIA would need to act; either the GTX 1660 Ti or RTX 2060 would need to come down in price for NVIDIA to maintain a competitive edge, and the latter is the direction NVIDIA has decided to take.

Even at $299, the RTX 2060 is not going to be a precise counter to the $279 RX 5600 XT. But the junior TU106 card packs more performance than the GTX 1660 Ti, as well as the complete Turing architecture feature set, making it the strongest hand NVIDIA can play. As always, we’ll see where things land on Tuesday for both AMD and NVIDIA, but it should make for an interesting fight.

On the whole, price adjustments for NVIDIA are quite rare. While prices of NVIDIA cards do tend to fall over time, the company seldom adjusts official pricing in any capacity. Even this week’s cuts aren’t wholly official; NVIDIA hasn’t announced a price cut so much as sent out a reminder that RTX 2060 cards can be found for $299. But regardless, where NVIDIA leads on pricing their board partners will follow, and EVGA, Gigabyte, and others have already begun releasing new cards and shifting the pricing of other cards to reach the new $299 level.

Q1 2020 GPU Pricing Comparison
Radeon RX 5700 $329  
  $299 GeForce RTX 2060
Radeon RX 5600 XT $279 GeForce GTX 1660 Ti
  $229 GeForce GTX 1660 Super
Radeon RX 5500 XT 8GB $199/$209 GeForce GTX 1660
Radeon RX 5500 XT 4GB $169/$159 GeForce GTX 1650 Super
  $149 GeForce GTX 1650
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  • Irata - Friday, January 17, 2020 - link

    They are. To offer the same price /performance that RX 470 did when it was released @$170, the 5600XT would need to be where the 5500XT 8 GB is right now price-wise.
  • 0siris - Thursday, January 16, 2020 - link

    They overpriced it by $100 at launch because they could get away with it, so it's still $50 too high. By now it's old tech, so $250 would still be too much.
  • TheNorthRemembers - Thursday, January 16, 2020 - link

    Bingo. I'd buy a 2070 for $125. Anything more just seems like tossing money away.
  • Retycint - Thursday, January 16, 2020 - link

    Yeah, RTX2080Ti for $50 or nothing, it's just "old overpriced" tech anyway
  • poohbear - Thursday, January 16, 2020 - link

    yes!!! THANK YOU COMPETITION!!! Nvidia's graphics cards prices were getting ridiculous year after year without AMD competing. Now we're back to competitive pricing as it should be!
  • Yojimbo - Thursday, January 16, 2020 - link

    Is that sarcastic? We're back to the same prices we were at when AMD was less competitive, maybe a little higher.
  • defaultluser - Thursday, January 16, 2020 - link

    No need o do a price cut with the 1160 Ti. Thanks to the higher memory bandwidth, the performance of the 1660 Super is identical. So the price differential between 1660 Super and the 5600 XT is $50, for 10% faster performance.

    The 2060 should be about 20% faster than the 1660 Super, so that's 10% faster than the claimed performance of the 5600 XT (plus RTX).

    That's a hard sell for a card without RT.
  • Nagorak - Thursday, January 16, 2020 - link

    I wouldn't pay much for the RTX unit of the 2060. It's too weak to be of much use. Even the 2080 TI's RTX unit leaves much to be desired.
  • Hectandan - Thursday, January 16, 2020 - link

    Can you actually bear the large ray tracing performance penalty? A disabled feature worth exactly $0, period.
  • Valantar - Thursday, January 16, 2020 - link

    Now if AMD counters this with a $30-50 cut for their entire RX 5xxx series we'd suddenly be seeing some good gpu prices again. Let's go price war!

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