Gamers eager to get their hands on Nvidia’s GeForce RTX 5000 and AMD’s Radeon RX 9070 series graphics cards can finally find them more widely available on Amazon. However, this increased availability comes with a condition—an Amazon Prime subscription is required to make a purchase.
Amazon’s Anti-Scalping Strategy: A Double-Edged Sword?
The past few years have seen supply constraints, high demand, and rampant scalping plague major GPU launches from both AMD and Nvidia. In response, some AIB partners and retailers have introduced manual pre-order vetting or direct-to-consumer sales, bypassing traditional retail channels entirely.
Amazon, on the other hand, has adopted a different, and potentially controversial, method—restricting GPU sales to Prime members.
Which GPUs Are Locked Behind Amazon Prime?
Several top-tier GPUs are currently locked behind an Amazon Prime paywall, including:
Nvidia GeForce RTX 5000 series
Gigabyte Windforce RTX 5070
AMD Radeon RX 9070 series
Gigabyte AMD RX 9070 Gaming OC
XFX AMD RX 9070 and RX 9070 XT
Pricing Still Inflated Despite Availability
Despite these measures, scalping remains a problem, with GPU prices still well above MSRP:
AMD Radeon RX 9070 starts at $669.99, reaching up to $789.99
Nvidia RTX 5070 is listed at $819.99, significantly higher than its $549 MSRP
A Growing Trend Among Retailers?
Amazon isn’t the first retailer to gatekeep GPU sales behind subscriptions. In the past, Best Buy locked GeForce RTX 3000 sales behind a $199 annual membership. By comparison, Amazon Prime is relatively cheaper at $14.99 per month or $139 annually.
However, Amazon’s approach isn’t without controversy. The company faced legal scrutiny in 2023 for allegedly employing deceptive practices that made it difficult for users to cancel Prime memberships or avoid accidental auto-enrollment.
Final Thoughts
While Amazon’s move may help curb scalping to some degree, it raises concerns about fair access to hardware. Gamers who don’t want to pay for a Prime subscription may feel frustrated by yet another barrier to entry. Whether this strategy proves effective—or alienates customers—remains to be seen.
