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It probably was until AMD realised it doesn't beat a 980Ti and 980Ti's are going for £509 right now![]()
Gibbo.
You cant advertise like that:
Was [£529.99] Inc. VAT
Only £509.99 inc VAT.
Because it NEVER was £529

£529.99 is the price we shall go to at the end of month based on current cost, were making below ideal margin, so it is like a pre-discounted price already at launch.
£529.99 is the price we shall go to at the end of month based on current cost, were making below ideal margin, so it is like a pre-discounted price already at launch.
Check competitors many are at £550 for pre-order stock.![]()
I have feeling Gibbo that you will be pricing these even more "aggressively" in a few weeks.

That sort of practice is against the law in retail stores. I would recommend checking if it applies to online retailers as well.

£529.99 is the price we shall go to at the end of month based on current cost, were making below ideal margin, so it is like a pre-discounted price already at launch.
Check competitors many are at £550 for pre-order stock.![]()
Its not on our retail store.
It is a heads up for our forum members that prices will go up. In future maybe you guys would not rather a heads up and instead just get a surprise price increase?

How do you even sleep at night?
£650 is insanely bad value given how this card performs against Nvidia's GTX 980 Ti offerings.
Only if AMD reduce our cost. If not we shall just buy to demand, simples.![]()
The RRP is £509. Just wait until the initial hike dies down.
Ideal price would be £499 as a worthy alternative. I don't think it will take long to settle down.

How does that work exactly? You buy 100 Fury X's say for 78,000 USD that means each unit you have in stock costs you 775USD/500 GBP each. If AMD reduce the costs who do you sell you existing stock which you bought at the higher price cheaper without losing money?