AMD's "response" was the RX 480, which basically was just another x80 product marketed as being something more, and Nvidia of course easily responded with the GTX 1060 which offered better performance for the same amount of money.
A debatable point but the fact is the 1060 still sells a ton - AMD really need to utilise everything they can to sell GPUs in that price bracket.
The money makers usually though are the GPUs that sit just below that which tend to be the ones the average consumer buy en mass.