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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  • Hrel - Thursday, January 16, 2020 - link

    With the 1660 super available for 240 amd can't charge more than 250 for the 5600xt. Even that is hi for what it is really. These Gpu prices are nuts!

    Good thing the most recent game I play was released in 2013. Ultimately if game Devs can't make something decent I don't need to replace my gpu until it physically dies.
  • maroon1 - Thursday, January 16, 2020 - link

    So what is the point of 1660 Ti ??

    FOr 20 dollar more you can get RTX 2060 which is faster and has more features

    Or for 50 dollar less you can get 1660 Super which almost equal to Ti version
  • nt300 - Friday, January 17, 2020 - link

    It's called Nvidia truing to saturate the market as much as possible as to cause choice confusion on purpose.
    Hopefully AMD overcomes this nonsense and sees its GPU market share grow in the next 2+ years, as RDNA2 (New uArch) should really bring some much needed wrecking to Nvidia.
  • catavalon21 - Saturday, January 18, 2020 - link

    The point of the 1660 Ti is it was released when the 2060 was much more expensive. Its relevance now certainly is worth the discussion. Even if you use zero RT on the 2060, it outperforms the 1660 Ti by a fair margin at gaming and compute.
  • Beaver M. - Sunday, January 19, 2020 - link

    The 1660 line was released when Nvidia realized that people arent willing to buy their overpriced and under-RAMmed RTX cards and experts pointing out the issues with Turing in forums and honest reviews. They also axed production of the 1080ti instantly because of that, because the 1080ti was the much better (and logical) deal than any other of their Turing cards in that performance bracket, while the others continued to be produced.

    Now that purpose has outserved itself, because the prices have dropped a bit and the Super cards were introduced. And thus the 1660 line is becoming obsolete. But we all know Nvidia only stops sale of pointless cards if the sales drop too low or of their hinder sales of other cards.
  • Dragonstongue - Thursday, January 16, 2020 - link

    mehhh this back and forth about AMD not having Ray Tracing (though they had for non consumer use many many years ago) is getting old.

    much like Tessellation was before Nv "decided" to jump on the band wagon making sure MSFT did it for THEM at AMD cost (as Radeon had many years prior, though unused because MSFT did not want to directly support it...then when MSFT hinted they will, of course NV threw a fit "unfair unfair it will give them an advantage, instead they should have to scrap their version, and in effect work around OUR way of wanting to do it, i.e less for them (after sinking much into it) more for us (after sinking far far less overall, oh and we can emulate it via CUDA others cannot)

    now is RTX crud, where if it does not have Nv version of it "it is not worth buying"

    amazes me how many truly like to kiss the toes (to be nice) of these greedy multi-national multi-billion $ "behemoths" so they can work out the cobwebs FOR THEM instead of the other way around...you want to slap something new and shiny in there not at all ready for EVERYONE to have access to it...keep the pricing reasonable at least....for Intel or Nvidia they KNOW it will sell, even if it turns into POS that should not have been released (enough history shows such)

    but folks still line up and buy them by the dozen, best thing since sliced bread... AMD taking their time, fighting multi-fronts, but overall, when they finally do release, it is done very well OVERALL, not usually minimum spec but high asf pricing on top of it...unlike the other 2 in this case.

    they are all business to make money, no doubts, but seriously, these things while high tech are "by design" want to be sold every 1-3 years then go where....the garbage?...they all need to do better in this regard, there is valuable metals and stuff they can make in a way to make salvaging to save the world so much better for everyone (themselves included)
  • catavalon21 - Saturday, January 18, 2020 - link

    "...EVGA, Gigabyte, and others have already begun releasing new cards and shifting the pricing of other cards to reach the new $299 level."

    There are no 2060s on EVGA's website for $299, even with mail-in rebates.
  • eastcoast_pete - Sunday, January 19, 2020 - link

    Three thoughts on this: 1. Nvidia likely had/has plenty of Turing inventory left that they want sold & off their books before Ampere launches. Nvidia was caught holding the GPU bag after the crypto market cratered, hence unsold inventory. Also, even though Ampere will probably start at the high end, most of us hold off buying previous-gen GPUs once they launch until we know what's what, so now is the time to sell them.
    2. If moving that inventory at lower prices helps them keep market share vs. AMD, it makes that move look more strategic.
    3. Last, but not least: price war on dGPUs? Yes, please!
  • FakThisShttyGame - Monday, January 20, 2020 - link

    How much extra money Nvidia already made from these overpriced cards. And unlike intel, Nvidia is in a much less desperate position against AMD. Launch days gonna be scripted: 5950XT release at $699, beating 2080 super and close to 2080Ti. A month later NVidia release RTX 3080 with 30% performance lead at $799
  • favemogi - Monday, March 8, 2021 - link

    But who says Turing sales are bad? How can their latest quarterly (Q3) gaming revenue be higher than it was in Q3 2 years ago and 3 years ago if Turing is doing so badly? And that while 2 years ago there was appreciable crypto demand unlike now, in addition to there now being a slowdown in the China gaming market due to the government choosing to slow down the approval of new titles https://sexcam.bar/ .

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