Nvidia's latest graphics card, the RTX 5090, has effectively disappeared from the United States and some overseas markets. Prices for some standalone cards have surged to levels comparable to high-end prebuilt gaming PCs, prompting some consumers to describe it as a "GPU you cannot buy."

According to IT outlet TechRadar on Jan. 19 local time, consumers seeking to buy the RTX 5090 as a standalone card are facing extremely high prices and a lack of stock. Some consumers said it could be more economical to buy a high-end prebuilt gaming PC that includes the RTX 5090. Major U.S. retailers such as Newegg, Best Buy and Micro Center are not selling RTX 5090 stock directly, and online platforms such as Amazon are largely supplied by third-party sellers.

Prices from third-party sellers currently start at $3,500 and are mostly around $4,000. Some models shown at lower prices on comparison sites are often actually out of stock, making it more economical for consumers to choose a prebuilt gaming PC with an RTX 5090 rather than buying a single GPU. Some consumers are also considering a strategy of buying a PC, dismantling it to secure the GPU and recouping costs with the remaining parts.

Initial RTX 5090 inventory was available at some Micro Center stores in the United States, but most has been exhausted since early January. Experts attributed the rush to buy to fears of price increases and reports of low stock, and described the current U.S. market as a "launch day" situation similar to the early days after release.

Market experts say the RTX 5090 shortage may be a signal that goes beyond a short-term supply crunch and could reshape the price structure of high-end GPUs. As the price of a single GPU approaches that of a complete PC, more consumers are choosing prebuilt systems with the same performance or higher specifications instead of buying a standalone GPU. They expect this to affect pricing strategies by manufacturers and PC assemblers.

The RTX 5090 was released as a top-end model aimed at high-performance gaming and content creation, drawing strong interest and demand immediately after launch. But the current shortages and sharp price rises have made it difficult for ordinary consumers to access. Experts also stress that buying through third-party sellers can bring additional costs and inconvenience in shipping, warranties and returns, and urged consumers to check information thoroughly and use reliable sellers before making a purchase decision.

Some analysis also says the shortage could affect the broader gaming and high-end PC market, not just supply and demand. If rising prices and stock shortages for high-end GPUs, including the RTX 5090, persist, consumers are likely to prioritise prebuilt PCs over standalone GPUs. This could also trigger changes in supply strategies and pricing policies by manufacturers and assemblers. Experts said it is necessary to closely watch price trends and market reactions for top-tier GPUs such as the RTX 5090 over the coming months.