AMD slashes the R9 Nano’s price tag to $499

AMD's Radeon R9 Nano may be the graphics card with the highest performance-per-inch ratio on the market today, but its compact size came at a premium price when it was released. The smallest Fiji card launched with a suggested price of $649, about as much as the bigger-and-faster R9 Fury X or Nvidia's market-leading GeForce GTX 980 Ti. Now, AMD tells us that it's lopping $150 off the Nano's price tag, bringing it down to $499.

With this move, the R9 Nano now sits around the price of many GeForce GTX 980 cards. By many accounts, the Nano provides roughly similar performance to a GTX 980, but this card can also slot into tiny Mini-ITX cases where full-length GTX 980s can't go. We'll have to see whether this substantial price cut entices more system builders to visit Fiji, but a $150 discount certainly makes the Nano look more appealing.

Comments closed
    • TruthSerum
    • 4 years ago

    Why does it have to be a slash, why can’t you just pet the price down?

    AMD there’s no need for violence, ignore the fanboys..

      • ronch
      • 4 years ago

      Oh man, that was bad. Good grief.

    • ronch
    • 4 years ago

    From Anandtech’s review of the Nano when it came out:

    [quote<]The end result then is that with a launch price of $649, AMD is testing the waters to see what kind of market there is for a small and power efficient luxury type card. AMD already knows that the fastest cards can sell by virtue of their speed alone, but to sell a desktop card on the basis of size and efficiency is uncharted territory for the company.[/quote<] So yeah, the $650 price was an experiment to see how the market would react. So how many people plunked $650? And is $500 finally the 'right' price for it?

    • anotherengineer
    • 4 years ago

    If the CND $ was on par I would say sold or close to it, so hard to bite with 14/16nm just around the corner, especially with the AMD slides showing DP1.3, HDMI 2.0, better 4k support etc etc.

    • derFunkenstein
    • 4 years ago

    This is the price where the Nano should have launched in the first place. It’s faster than the mITX (Nano-sized) GTX 970s so it’s worth a premium. It wasn’t worth the premium AMD wanted but it certainly seems it’d be worth this price for folks building tiny boxen.

      • Wonders
      • 4 years ago

      Ja, ist zehr gut fΓΌr volks bilden derFunkenBoxen kleinen!

    • torquer
    • 4 years ago

    Assuming Nvidia doesn’t drop the pricing of the 980 (non-Ti), this is a very compelling product at this price point. Great performance in a small size. Very interested to see what happens when both companies bring out their HBM2 products sometime this year. While the GPU market has slowed a bit over the last few years (or a lot), it still has more exciting developments than the long-stagnant CPU market.

    • NoOne ButMe
    • 4 years ago

    They realized a niche of a niche didn’t allow for halo product pricing? And it only took AMD 6 months?

    What else takes 6 months. πŸ™‚

      • DPete27
      • 4 years ago

      …I give up…What is it?

        • torquer
        • 4 years ago

        AMD’s inevitable bankruptcy case

        • NoOne ButMe
        • 4 years ago

        πŸ˜‰

      • ronch
      • 4 years ago

      A stormy boyfriend-girlfriend relationship.

      • Peter.Parker
      • 4 years ago

      I can think of something that takes 6 months. Baboon’s pregnancy period!
      [url<]https://en.wikipedia.org/wiki/Baboon[/url<]

    • Dahak
    • 4 years ago

    Could this be related to reports that Polaris is already shipping from the foundry?

    [url<]http://www.overclock.net/t/1587294/zauba-amd-have-begun-shipping-polaris-gpus-2-different-polaris-chips-and-4-different-gpus-found[/url<]

      • nanoflower
      • 4 years ago

      That’s the prototypes that are shipping. Still leaves months from seeing finished products available for purchase. That’s assuming everything goes okay and no problems are found that they can’t work around in software/firmware.

    • TwoEars
    • 4 years ago

    Probably the price point where it should have launched from the start. Would have been interesting to know the break-even-price of these cards.

    • NeelyCam
    • 4 years ago

    Unfortunately, it looks like we’ll never see TR’s Nano review…

      • raddude9
      • 4 years ago

      Ditto, where’s the TR review of the Nano??

      On the upside for AMD though, it will look a lot better in the Price/Performance graphs now.

        • Mr Bill
        • 4 years ago

        A nano was loaned to TR. But review never happened. A few bench results were later inserted into other reviews but nothing substantial.

        • Ninjitsu
        • 4 years ago

        Scott was doing the review, but then they took him away, with the Nano.

        jk

      • geniekid
      • 4 years ago

      Seriously. How are we supposed to know whether the Nano is a good deal now? Read [i<]another[/i<] tech site's review? I think you will agree that would be madness.

        • derFunkenstein
        • 4 years ago

        Normally I’d agree, but pretty much everyone who has reviewed it has come to the same conclusion. Except for PCPer, which awarded it a gold star, for some reason. I mean, the data in their review seems to match everyone else but the heavy recommendation came out of left field.

        • Aquilino
        • 4 years ago

        My other site for this kind of reviews is TPU and, well….
        [url<]http://www.techpowerup.com/215776/amd-radeon-r9-nano-review-by-tpu-not.html[/url<] I don't trust others so, as far as i'm concerned, there are no numbers from Nano and my money will go for a GTX 980.

    • slowriot
    • 4 years ago

    Unfortunately for AMD and the Nano there’s not a ton of mini-ITX cases that you’d want to use for gaming purposes but also have such severe length limitations on the graphics card. The mini-ITX case manufacturers got tired of waiting around on official solutions so they just figured out clever ways to layout the cases to get around it. The vast majority of home-theater-style cases can fit long cards, most of the “gamer” cubes, the mini-towers, etc. That leaves just a few of the really small cubes like Silverstone’s SG05. It’s a very small market, one who was largerly not buying $500+ video cards.

    It might get some more traction now with the lower price but I honestly don’t see it changing much.

      • raddude9
      • 4 years ago

      The Nano is not just for mini-ITX cases, case in point, I have a cool but very cramped micro-ATX Antec 1380 (HTPC-ish) case dating back to 2010. Normal graphics cards don’t fit, but the Nano would would go in easily.

      Also, surely some people would be interested in the performance-per-watt capabilities of the card? Don’t Nvidia fans talk about performance-per-watt all the time, they’re bound to be interested.

        • slowriot
        • 4 years ago

        Yes…. exceptions exist. Developing a unique SKU around very, very niche use cases seems like a bad idea to me. Then throwing a huge premium on top even worse. Almost as if doing something like that would leave you with tons of inventory that you have to slash the price on…. Oh wait, that’s exactly what happened.

          • raddude9
          • 4 years ago

          I don’t think AMD designed or developed the Nano around the idea of small cases, the size of the card is just a consequence of the HBM technology.

          The initial premium on the nano cards was a big mistake in my opinion, one of the many mistakes they made with this launch. They should just have relased the Nano at this price first, and before the Fury and Fury X, it would have made a much bigger impression on perspective buyers.

        • Kretschmer
        • 4 years ago

        A new case + 970Ti is cheaper than the Fury Nano. It’s a niche at best.

          • Voldenuit
          • 4 years ago

          I’d love to see one of those mythical 970Tis.

            • Kretschmer
            • 4 years ago

            GTX 970. I needed my Monday coffee.

          • Mr Bill
          • 4 years ago

          Not many at 6″ like the nano, a couple shorter than 7″.
          [url=http://www.amazon.com/gp/product/B00RL2SLAG<]ASUS Graphics Cards GTX970-DCMOC-4GD5[/url<] 6.7", $355 staying inside the less than 7"; cheaper but slower. [url=http://www.amazon.com/EVGA-GeForce-Superclocked-Graphic-02G-P4-2962-KR/dp/B00T4BWGBM<]EVGA GeForce GTX 960 Superclocked Gaming ACX 2.0 2GB GDDR5 128bit PCI-E 3.0 16x Graphic Card (02G-P4-2962-KR)[/url<] 6.8", $212 staying inside the less than 7"; even cheaper but even slower. The Asus R9 Fury Nano is the shortest, right at 6".

        • DancinJack
        • 4 years ago

        It’s definitely better than most/all other AMD cards, but still lags behind a few Nvidia cards. Far better at higher resolutions, too.

        [url<]https://www.techpowerup.com/reviews/AMD/R9_Nano/31.html[/url<]

        • LASR
        • 4 years ago

        A few users having trouble with their cases is not a market for a product at this price point.

        Performance always always always comes first. Nobody cares about performance per watt if the performance is subpar. If the FuryX beat the shit out of the 980ti – let say 40% faster in everything, do you think people care if it used 400 watts when the 980ti only used 200watts?

        The reason why Nvidia fans keep talking about performance per watt is because Nvidia cards perform better, AND they perform more efficiently.

        • Concupiscence
        • 4 years ago

        Hell, if I had $500 sitting around that could only be spent on a graphics card [i<]right now[/i<], the Fury Nano would be my choice. But I don't. :-\

        • Chrispy_
        • 4 years ago

        Case in point, your old case is the limiting factor, not the $500 graphics card. No matter what you put in that case whether it’s from AMD or Nvidia, it would cook from lack of ventilation and the woeful bespoke 350W power supply wouldn’t stand a chance.

        Sometimes, you build the case around the components because trying to adapt all the components to work in an outdated case requires money, effort, patience and time.

          • raddude9
          • 4 years ago

          [quote<]woeful bespoke 350W[/quote<] Jeez dude lay off my old Antec 1380, sure the PSU is a weak 350W but it's virtually silent, essential for a HTPC. And sure, it's a very cramped case to work with but it's super-compact for a micro ATX case. The case also has just about enough space for an SSD and HDD as well as a blu-ray. I suppose my point is that for HTPC builds people tend to start with the case and then see what they can fit in it so the Nano gives you more options. For desktops you just get a big case an know that everything will fit.

      • EndlessWaves
      • 4 years ago

      On the other hand if someone could offer a single slot half height card at 380X performance then that would be a cracker.

        • Flatland_Spider
        • 4 years ago

        Just wait five years, and it will happen. πŸ™‚

        Yeah, that would be awesome if it were available today.

          • Voldenuit
          • 4 years ago

          Don’t forget that a half height card would most likely be expected to draw only power from the PCIEx16 slot, which would limit it to 75W.

          The exciting thing is that with the Polaris demo, this level of performance/watt may be achievable in the next generation or two.

          EDIT: And yeah, the GTX 750 can be had without needing a PEG cable, but it’s also nowhere near ‘380X performance’.

        • DPete27
        • 4 years ago

        I’d buy one…as long as it didn’t sound like a vacuum cleaner.

    • DancinJack
    • 4 years ago

    ~6 months and they drop the MSRP 25 percent? Sheesh!

      • ronch
      • 4 years ago

      Nano reviews came in on Sept. 10. So, only 4 months.

    • ronch
    • 4 years ago

    This is what happens when you try to price a product higher than what the market will deem acceptable. The Nano is small, sure, but few folks would give a crap.

    This also happened with the FX-9590/9370 as well as the original FX-8150. AMD tried to price high in the hopes that loyal fans would still snap them up.

    Do these things often happen to Intel and Nvidia products just shortly after launch without the influence of the competition (i.e. the competition dropping prices to force the new product to get priced lower too)? Did Nvidia drop GTX 980Ti prices to spur AMD to drop Nano’s price? Seems to me Intel and Nvidia are synonymous to people who do what they want confidently because they know they do things right, and AMD is the funny guy who feels awkward and unworthy being around the other two aforementioned, and just squirms in his chair not knowing how to act. He tries to make a move, makes a mistake, giggles, and retraces his steps.

    I don’t like how AMD tries to take advantage of fanbois by charging them more than they should. Intel and Nvidia do that too but they know they can do it and they can justify it. OTOH AMD just tries to make a quick buck. How would you feel buying an FX-9590 for $800 then see prices tumble down months later, along with the realization that you’ve been duped into buying what’s essentially an overclocked FX-8350… by your favorite chip company?

    Better clean house in there, Scott. Have you slapped Roy Taylor and Adam Kozak for me yet?

      • NTMBK
      • 4 years ago

      Or alternatively, they know that super-efficient new 14nm GPUs are incoming, and they want to clear out the inventory before then.

        • nanoflower
        • 4 years ago

        That’s true but at best we are months away from seeing the first Polaris and Pascal chips on the market. Based on what AMD has said it seems likely that their first products will be low to mid tier GPUs which means GDDR5 and not competition for the Nano. I wouldn’t expect a competitor for the Nano to show up from AMD and Nvidia until late fall or end of the year.

          • Demetri
          • 4 years ago

          It sounds like they’re on track to launch two products in the summer; a range-topper (Greenland) and an entry level chip that would probably replace Bonaire and/or Pitcairn. So what happens with the rest of the lineup? I doubt they’re going to die shrink the GCN stuff. Hopefully they’ll just keep the RX 300 series around until the new stuff is ready, but it’s possible they’ll rebrand Hawaii and Tonga yet again and push Fiji down a rung on the ladder, making it the R9 490.

          • arbiter9605
          • 4 years ago

          pascal is likely only months away, Polaris is a good 6+ months away as only just recently heard of prototypes shipping which means got a good 6 months.

            • nanoflower
            • 4 years ago

            I would put it the other way as Nvidia still hasn’t put out demonstrations of working Pascal GPUs at the various expos while AMD showed a working GPU at this past CES. So while it’s only a low end solution AMD is at least demonstrating working silicon for anyone that was willing to stop by the booth while Nvidia only talked about Pascal and how it will be used for self-driving cars with no demonstration of Pascal at CES for the desktop GPU solutions.

        • ronch
        • 4 years ago

        They would have less inventory to clear if they originally priced Nano at $499.

        • VincentHanna
        • 4 years ago

        Or alternatively, they launch at the higher marginal price, sell as many as they can, drop the price, sell more, and maximize the per unit sale price.

      • TheRealSintel
      • 4 years ago

      Actually, yes.

      NVIDIA did a pre-emptive price drop of the 980TI to undercut FIJI before it even launched, completely obsoleting their Titan X card in the process.

      So a card that was sold for a 1000$ had been replaced with a 650$ card shortly after launch (2 weeks!).

      Different card names, same principle.

        • ronch
        • 4 years ago

        Still, AMD should’ve known what Nano would be up against when it came out and priced Nano to be competitive right out the gate. Would’ve rocked Nvidia’s boat.

          • Goty
          • 4 years ago

          They did price it “competitive” [sic]. The only other cards capable of approaching the level of performance of the Nano are the short GTX970s, and they’re not quite as fast. Halo price for a halo product. You also must consider, as has been stated already, that these price drops likely aren’t due to competitive pressure, what with new cards being a handful of months away. These cards also aren’t money-makers due to their low sales volume, so your view of any price changes should also take that into account.

          • _ppi
          • 4 years ago

          There is no “still”. 980Ti was preemptive price cut to FuryX.

          Nano is different story. The niche AMD wanted it sold to clearly is not large enough as AMD hoped. Having it at $500 is great, though.

        • MathMan
        • 4 years ago

        – GTX 980 Ti was released 2 1/2 months after Titan X. What do you mean by ‘2 weeks’ ?
        – The Titan X has 12 GB of memory. Which is extremely useful in some markets. The GTX 980 Ti is not a replacement for the Titan X: they play different market segments. (One that AMD doesn’t even reach: when was the last time AMD had something people were willing to pay $1000 for?)
        – Obsolete? Is that why they are selling like hotcakes in the market they were targeted for in the first place: high performance FP32/ large amount of memories. They are being deployed en masse by companies like Baidu for deep learning related applications. It’s a very popular workhorse in that field.

        Compared to Fiji, the production cost of a gm200 card is much lower. Nvidia could easily afford setting a price for the GTX 980 Ti that’s still very attractive to them while hurting AMD’ gross margins at the same time. Win-win.

      • Flatland_Spider
      • 4 years ago

      [quote<]this card can also slot into tiny Mini-ITX cases where full-length GTX 980s can't go[/quote<] This line is key. It was priced exactly what it should have been given it's mission. It was never to take on the Fury X or GTX 980s, but be the fastest card able to fit into a Mini-ITX cases. There aren't a lot of short cards out there with this amount of power. [quote<]I don't like how AMD tries to take advantage of fanbois by charging them more than they should. [/quote<] That's business. Charge a premium for the new shiny stuff to keep production limited and work out bugs, then cut the price when demand slacks and bugs have been worked out.

        • slowriot
        • 4 years ago

        Except you know the vast majority of mini-ITX cases can fit GTX 980s just fine. Kinda sucks when your one big trick isn’t a big deal at all.

          • Flatland_Spider
          • 4 years ago

          Yeah, they’ve kind of ballooned in size, which is unfortunate.

          That’s kind of the thing about niche products. Unless you need it, you don’t really need it.

            • slowriot
            • 4 years ago

            That isn’t true either. Some of the smallest ITX cases around like the RVZ02/ML08, SG13, Hadron Air, NCASE M1, etc. all accommodate full-sized cards.

        • ImSpartacus
        • 4 years ago

        But wasn’t the Fury X pretty short except for the need to find a home for the radiator?

        I feel like most mini itx cases can fit a little 120mm radiator.

        Therefore, the nano functionally didn’t make much sense except in the very smallest of cases.

          • slowriot
          • 4 years ago

          [url<]https://docs.google.com/spreadsheets/d/1flQL0FFKLO0JXywdtWbCbbDB7xdKUVBIVNOLGKQQZ5g/edit?usp=sharing[/url<] List I've kept that covers most, but not quite all, of the popular mini-ITX cases. Pretty much every case there can fit a GTX 980 except the SG05. Graphics card length isn't a factor. Anything you'd want to build a gaming rig around will take pretty much any graphics card you want to throw at it.

            • Freon
            • 4 years ago

            Haha the passive aggressive downvoting on TR is just completely out of hand. What a joke. No good argument? Logic fails? Downvote.

            It’s time for TR to remove this nonsense. It just looks bad.

            • ImSpartacus
            • 4 years ago

            I didn’t look at your list (your claim doesn’t surprise me), but I wonder which cases can’t deal with a 980-sized card AND can’t support a 120mm radiator. Before this price drop, those would’ve been the only cases where a nano made any sense because it was the same price as the Fury x. It’s slightly better now, but still odd.

            However, I wonder if this is partly a chicken-egg problem where we’ll see more cases with gpu length concerns now that nano-sized gpus might be hitting the market in greater numbers.

        • Voldenuit
        • 4 years ago

        [quote<]It was priced exactly what it should have been given it's mission. It was never to take on the Fury X or GTX 980s, but be the fastest card able to fit into a Mini-ITX cases. There aren't a lot of short cards out there with this amount of power.[/quote<] There are a bunch of m-ITX cases (Node 202, Milo, Raven, NCASE, Hadron, Sugo) that can take 12-13" cards, which are much better candidates for a mITX gaming rig than a case with no GPU space (which would also likely have poor GPU airflow). The $150 premium on the Nano was a joke.

          • slowriot
          • 4 years ago

          EXACTLY.

          Now, I wonder if you’ll get down voted for pointing out the reality of the mITX case market like I did or not.

        • PixelArmy
        • 4 years ago

        I’ll take this moment to remind everyone… a Titan X can fit in a Steambox prototype (7L)… It is the same reference length and TDP as the GTX 780.

        Low-profile would have gotten the Nano more “case wins”.

        • Mr Bill
        • 4 years ago

        +++ this [quote<][quote<] this card can also slot into tiny Mini-ITX cases where full-length GTX 980s can't go[/quote<]This line is key.[/quote<] Sure there are plenty of mini-ITX cases that can fit larger cards and that is a staw man argument. [quote<][url=https://techreport.com/forums/viewtopic.php?f=22&t=116344<]Just How Big Is That Case[/url<][/quote<] The most important point is: a case that would be perfectly sized for the 6" Fury nano would NOT fit most other higher performing cards.

      • bfar
      • 4 years ago

      I worry about how they intend to price Zen.

      If they truly are going to give us 6-8 core parts at Haswell speeds, will they price them to compete at mainstream, or shoot themselves in the foot and mark them up like HEDT cpus?

      • Freon
      • 4 years ago

      AMD seems to just be cutting their margins to buy relevance while they try to catch up on the next generation. But year after year it never happens.

      Same has happened and is happening with Tahiti and Hawaii.

      • NovusBogus
      • 4 years ago

      AMD isn’t the only one, this is pretty typical MBA behavior. They love to treat everyone else like guinea pigs in their grand market experiments and then act surprised when the company loses its customer base.

      • cegras
      • 4 years ago

      Your anthropomorphization is very emotional. Did AMD hurt you recently?

      • just brew it!
      • 4 years ago

      [quote<]I don't like how AMD tries to take advantage of fanbois by charging them more than they should. Intel and Nvidia do that too but they know they can do it and they can justify it. OTOH AMD just tries to make a quick buck. How would you feel buying an FX-9590 for $800 then see prices tumble down months later, along with the realization that you've been duped into buying what's essentially an overclocked FX-8350... by your favorite chip company?[/quote<] Anyone who spent $800 for what was clearly going to be a hot-running, mediocre-performing CPU has way more money than sense. I'm having a really hard time feeling sorry for anyone who got burned by the FX-9590; the only possible explanation for buying that chip at its original MSRP is willful ignorance, bordering on stupidity.

    • chuckula
    • 4 years ago

    If this had been the launch price of the Nano — and if a certain marketing drone at AMD in the BW* (Before Wasson) era had actually sent TR a review sample — then maybe we’d have more excitement about the Nano.

    * I vote that 2016 be considered the year 1 WIH (Wassin in-da House) for all AMD related news.

    • NTMBK
    • 4 years ago

    Thanks, Scott!

      • ImSpartacus
      • 4 years ago

      I’m growing rather fond of this little meme.

        • NeelyCam
        • 4 years ago

        I think it would be really cool if there were TWO of them in the “Top Comments”

      • PrincipalSkinner
      • 4 years ago

      Having seen the headline, I wondered if there’d be a comment like this.

        • ermo
        • 4 years ago

        Having seen the headline, I wondered if there’d be a comment that commented on this.

      • DrCR
      • 4 years ago

      Yeah, thanks to Scott, maybe AMD will eventually work the market the way it was meant to be played.

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