ASUS Reportedly Cancels $4,607 RTX 5090 Order Before Price Rises to $5,090
ASUS reportedly canceled a customer’s order for the ROG Astral GeForce RTX 5090 BTF OC Edition after the graphics card’s price increased, leaving the buyer with the option of placing a new order at nearly $500 more. The purchase was submitted through the official NVIDIA marketplace, while ASUS was responsible for fulfilling the order.
According to the customer’s Reddit report, the RTX 5090 was originally listed for $4,429 before tax and cost $4,607 after tax. The order was later canceled and refunded, meaning the customer did not lose the original payment. However, the same graphics card was subsequently listed for $4,982 before tax, bringing the estimated total to approximately $5,090 after tax.
The customer contacted both companies for clarification. NVIDIA reportedly said ASUS was unable to fulfill the purchase at the previous price and had rejected a request to honor the original order. ASUS customer support reportedly directed the buyer back to NVIDIA, creating confusion over which company was responsible for resolving the case. Neither ASUS nor NVIDIA has issued a public statement addressing the individual order.
The affected model is the premium ROG Astral GeForce RTX 5090 BTF OC Edition, featuring 32 GB of GDDR7 memory, a quad fan cooling system, and ASUS BTF hidden connector technology. Even before the increase, its $4,429 price was more than twice the $1,999 launch price of the GeForce RTX 5090 Founders Edition.
The case arrives as NVIDIA reportedly increases GDDR6 and GDDR7 graphics card kit prices, adding further pressure to board partners already facing higher memory and component costs. However, changing market conditions do not eliminate the reputational risk created when a confirmed customer order is canceled immediately before a price adjustment.
The central issue is not simply that an RTX 5090 costs approximately $5,000. Premium graphics card manufacturers can establish aggressive prices, and buyers can decide whether the product offers sufficient value.
The greater concern is transaction confidence. Customers need to know that an accepted order will not be canceled because a supplier decides the product can be sold at a higher price. ASUS and NVIDIA also need clearer accountability when products are sold through one company’s marketplace but fulfilled by another.
An RTX 5090 already represents a major enthusiast investment. Requiring the customer to pay nearly $500 more after the original purchase was accepted damages confidence in both the marketplace and the manufacturer, regardless of which company technically processed the cancellation.
Should ASUS honor the original $4,429 price, or can manufacturers cancel confirmed orders when component costs increase?
