With the release of the new GeForce RTX 4070 SUPER priced at $599, the regular GeForce RTX 4070 has seen a decrease in price, even below its original NVIDIA MSRP of $549. It can now be found for as low as $534. This price drop is putting pressure on the AMD Radeon RX 7800 XT, which initially launched at $499, with custom design cards originally selling for over $530. The availability of the RTX 4070 at a similar price range has caused some of these custom RX 7800 XT cards to drop below $500, or even down to the AMD MSRP of $499. One example of this is the Gigabyte RX 7800 XT Gaming OC, which is available at the AMD MSRP.

This price trend has also affected the pricing of the Radeon RX 7700 XT, with custom design cards frequently being sold below the company's $450 MSRP for this SKU. The Gigabyte RX 7700 XT Gaming OC is listed on Newegg for $439, while other custom designs like the Sapphire Pulse, ASRock Challenger, and PowerColor Fighter are listed at the $449 MSRP, originally priced around $470. Both the RX 7800 XT and RX 7700 XT are recommended by AMD for 1440p AAA gaming at maximum settings, directly competing with the RTX 4070 series. The RX 7800 XT outperforms the RTX 4070, while the RX 7700 XT is not far behind and performs significantly better than the RTX 4060 Ti 16 GB.