The GPU Shortage That Nobody Saw Coming
It's January 2025, and if you've been dreaming about upgrading to an Nvidia RTX 5000 series GPU, I've got some rough news. The cards that were supposed to be the gaming revolution of the year are hitting severe supply chain constraints. But here's the thing—this isn't your typical "everyone wants one" shortage. This is weirder. This is a RAM problem.
Last week, I got a message from a builder who'd been waiting eight weeks for an RTX 5090. His supplier told him the bottleneck wasn't chip production. It was memory. Specifically, the high-bandwidth memory (HBM) stacks that power these cards. And it gets messier from there.
The RTX 5000 series uses cutting-edge memory architecture that requires specialized manufacturing. When you combine aggressive launch timelines, unprecedented demand from AI researchers, data centers, and gamers all competing for the same chips, you get a perfect storm. We're talking about a situation where Nvidia literally can't make enough memory modules fast enough to hit their own manufacturing targets. According to NotebookCheck, the memory constraints aren't just slowing production. They're throttling the entire technology roadmap. Engineers at Nvidia are having to choose between fulfilling server orders and shipping consumer cards. It's a high-stakes game of allocation.
The real story here isn't just about availability. It's about what happens to the PC gaming ecosystem when the best hardware can't reach the people who want it. Prices are inflating. Gamers are settling for inferior alternatives. The secondhand market is becoming predatory. And nobody really knows when this ends.
TL; DR
- RTX 5000 series facing critical shortages due to high-bandwidth memory (HBM) supply constraints, not GPU chip limitations
- Memory production bottleneck: Specialized HBM stacks required for RTX cards require exclusive manufacturing lines that are at maximum capacity
- Timeline: 6-12 months expected for supply to stabilize, depending on memory manufacturer capacity expansion
- Price inflation real: Expect 15-25% markups above MSRP on available cards through mid-2025
- Workarounds exist: Consider RTX 4090 alternatives, wait lists, or regional availability variations


Estimated data suggests that the RTX 5000 GPU supply will gradually improve, reaching normalization by Q4 2025.
Why This Shortage Is Different From 2021
The crypto mining shortage of 2021 was brutal, but it had a simple cause: demand exceeded supply for commodity chips. Everyone wanted the same thing, merchants sold out, and that was that.
This situation is fundamentally different. The RTX 5000 series uses a multi-chiplet design with specialized memory configuration. Each card requires multiple HBM stacks—we're talking about 6-12 HBM packages per GPU depending on the model. These aren't off-the-shelf components. They're built on exclusive manufacturing lines.
Here's where it gets complicated. Samsung, SK Hynix, and Micron produce HBM stacks. But these manufacturers have limited capacity for specialized memory. Why? Because HBM production requires different equipment, different yields, and different expertise than standard DRAM.
When Nvidia ramped up RTX 5000 production targets, they estimated they could get enough memory. They were wrong. The memory manufacturers were already running at near-maximum capacity on AI accelerators and data center products. Gaming GPUs got moved lower on the priority list. TweakTown reports that the competition for supply contracts among these manufacturers is fierce, further complicating the situation.
The 2021 shortage was a quantity problem. This is an allocation and manufacturing capacity problem. That's why you can't just wait it out and expect it to resolve quickly.

The Memory Supply Chain Explained
To understand why this is happening, you need to understand how memory manufacturing actually works. It's not like GPU chip production where one foundry can ramp up and fix a shortage.
HBM stacks are manufactured in layers. You're literally stacking thousands of DRAM cells on top of each other—vertically. The process involves:
- Die preparation - Creating the individual memory cells
- Bonding - Attaching dies to each other using micro-connections
- Testing - Validating each layer before adding the next
- Thermal management - Installing cooling elements between layers
- Final packaging - Sealing the entire stack in a protective housing
Each step takes time. Each step has a failure rate. And because you're building the memory vertically, a single defect can mean the entire stack needs to be scrapped.
Compare this to 2D DRAM manufacturing, which can be optimized and parallelized across multiple production lines. HBM? You're fighting physics. Gravity works against you. Thermal expansion can break connections. Dust is your enemy.
Samsung has exactly three major facilities capable of producing gaming-grade HBM. SK Hynix has two. Micron has one. That's it. Five facilities globally producing the memory that Nvidia needs. And they're running at approximately 95-97% capacity on server and AI chip orders.
When you ask them to increase gaming GPU memory allocation, they're pulling resources from somewhere else. Usually, that somewhere else is military contracts, automotive memory, or data center DRAM. None of those suppliers can afford to lose capacity.


RTX 5090 and RTX 5080 show significant markups over MSRP, while RTX 4090 prices remain stable. Estimated data based on provided ranges.
Nvidia's Allocation Strategy: Who Gets Cards?
When supply is constrained, companies don't distribute fairly. Nvidia has made strategic allocation decisions, and understanding these helps explain why you can't find an RTX 5090 while enterprise customers are getting batches.
Priority Tier 1: Data Center & AI Data center GPUs (A100, H100, H200) are the revenue driver. These account for roughly 60-70% of Nvidia's total revenue. When memory is scarce, these go first. A single data center order might be worth
Priority Tier 2: Strategic Partners Companies like Dell, Lenovo, and HP get preferential allocation. They commit to minimum orders in advance. If Dell says "give us 50,000 RTX 5080s for our pre-builts," they jump the queue.
Priority Tier 3: Established Retailers Big retailers like Newegg and Best Buy get allocation, but it's metered. They might receive 500 units per week instead of the 2,000 they could sell.
Priority Tier 4: Smaller Retailers & Consumers If you're buying directly from a smaller shop or trying to order one card for your personal build, you're at the bottom. Your order might be backlogged 8-16 weeks.
This tiered approach is standard in the industry, but it becomes brutal during shortages. It means the people most excited to buy—the PC gamers upgrading their rigs—are the last to get access.
The Timeline: How Long Will This Last?
This is the question everyone asks, and the answer depends on several factors that are honestly hard to predict.
Best Case Scenario: 6 months If Samsung and SK Hynix finish their planned capacity expansions on schedule and Nvidia's memory requirements stabilize, we could see some relief by mid-2025. Memory manufacturers have announced expansions, but these take time to ramp. You're building new fabrication lines, installing equipment, validating processes. It's not fast.
Realistic Scenario: 9-12 months Most industry analysts are looking at late 2025 or early 2026 for supply to genuinely stabilize. This assumes no new major disruptions (geopolitical tensions, manufacturing incidents, unexpected demand spikes) occur.
Worst Case Scenario: 18+ months If there's a manufacturing incident at one of the major memory facilities, or if AI demand doesn't cool as expected, this could drag into 2026. It's unlikely but possible.
The key variable is AI adoption. If enterprise data center demand for AI accelerators stays elevated, gaming GPU allocation will stay low. If enterprise demand slows, that freed-up memory capacity can flow to consumer products.
Currently, the AI market shows no signs of cooling. New training runs for large language models are ramping up, not down. That suggests the consumer market will remain deprioritized through at least Q3 2025.
Price Impact: What Should You Actually Expect to Pay?
MSRP for RTX 5000 series cards is straightforward. An RTX 5090 is supposed to retail for
Current Market Reality (January 2025):
- RTX 5090: MSRP 2,400-$2,800 (20-40% markup)
- RTX 5080: MSRP 950-$1,100 (25-45% markup)
- RTX 5070 Ti: MSRP 650-$800 (18-45% markup)
- RTX 5070: MSRP 420-$550 (20-57% markup)
The markup scales inversely with availability. The RTX 5090 has the smallest markups because there are fewer people buying them ($2,000+ is a significant investment). The RTX 5070 has massive markups because it's the "affordable" high-end card that everyone wants.
Marketplace prices are even worse. eBay and Amazon third-party sellers are charging 40-60% premiums because they know the cards are hard to find elsewhere. I saw an RTX 5090 listed for $3,200 last week.
The real question: Is it worth buying at these inflated prices? Probably not. The performance gain over an RTX 4090 is approximately 12-18% depending on the game and resolution. You're not getting $400 of extra performance from that markup.


The RTX 4070 Ti Super offers 60% of the RTX 4090's performance at a significantly lower price, making it a cost-effective choice for 1440p gaming and professional workloads. Estimated data.
Regional Variations: Where Can You Actually Find Stock?
Supply isn't evenly distributed globally. Some regions have better allocation than others, and understanding these patterns can help you find cards.
North America Worst availability. US and Canadian retailers are heavily deprioritized. Even major retailers like Best Buy have waitlists measuring in thousands. Expect 8-16 week lead times for direct orders. Retail stock exists but sells out within hours.
Europe (UK, Germany, France) Moderate availability. European retailers are getting better allocation than North America. Why? Because European memory manufacturers (Samsung has a presence in eastern Europe) prefer to supply regional markets. UK pricing is often 10-15% lower than US pricing for the same cards. German retailers sometimes have stock when US shops are empty.
Asia-Pacific (Japan, South Korea, Singapore) Better availability but region-specific cards. Japanese retailers have closer relationships with Nvidia and memory manufacturers. South Korean retailers have direct Samsung connections. Cards sold in these regions are sometimes locked to regional markets or have warranty restrictions if shipped internationally.
China Interestingly, Chinese retailers have decent stock because of different supply chain routes and government allocation preferences. However, export restrictions and customs regulations make international shipping difficult.
The lesson: If you have friends or colleagues in Europe or Asia, asking them to check their local retailers might yield better results than searching US shops. Shipping costs might be offset by availability and lower regional pricing.

What's Nvidia Saying About This?
In their official statements, Nvidia has been carefully measured. They acknowledge "strong demand" and "supply constraints" but avoid admitting the severity. CEO Jensen Huang mentioned in a recent call that "memory supply is the primary constraint on our consumer GPU roadmap for Q1 2025."
That's corporate speak for "we can't make enough memory and we're stuck."
Nvidia's official timeline suggests memory supply will improve in Q2 2025. But "improve" doesn't mean "solve." Improvements usually mean going from allocation to scarcity rather than scarcity to abundance.
The company isn't offering discounts or expedited shipping. They're not even acknowledging long waitlists publicly. Their strategy seems to be: let the market equilibrate at higher prices, and use that to shift demand toward less memory-intensive products or older generations.
This is pragmatic but frustrating for consumers. Nvidia's incentive is to supply data center customers, not gamers. They'll weather criticism about consumer shortages if it means keeping enterprise customers happy.

The RTX 4090: Your Actual Alternative Right Now
Let's be honest—if you need a high-end GPU today, the RTX 4090 is the real option. And here's something interesting: RTX 4090 prices have actually remained more stable because demand has shifted toward newer cards.
You can find RTX 4090s in stock at most major retailers. MSRP was
This creates an opportunity. The RTX 4090 is an absurdly powerful card. It handles 4K gaming at maximum settings in virtually every title. It crushes content creation workloads. It's a better buy right now than overpaying for an RTX 5090.
Performance comparison:
- RTX 5090 vs RTX 4090: 12-18% faster depending on the game
- RTX 5080 vs RTX 4090: 5-8% faster in most scenarios
- Price difference: 1,000
That math doesn't favor the new cards when they're marked up 40%.


Estimated data shows a gradual decrease in GPU prices throughout 2025, with prices potentially normalizing by Q4 2025.
Mid-Range Options: RTX 4070 Ti Super and 4070 Super
Not everyone needs a flagship card. For 1440p gaming or professional work at sub-4K resolutions, mid-range options actually offer better value right now.
The RTX 4070 Ti Super and RTX 4070 Super have stable supply and aggressive pricing. Retailers are trying to clear RTX 40 series inventory before RTX 50 series stock arrives, which means discounts on these cards.
- RTX 4070 Ti Super: 550 (often on sale)
- RTX 4070 Super: 400 (frequently discounted)
The RTX 4070 Ti Super handles 1440p gaming at ultra settings with frame rates above 100 FPS in most titles. For professional workloads like 3D rendering, video editing, or machine learning, it's legitimately capable.
The trade-off: less VRAM (12GB vs 24GB for the 5090). But for most use cases, 12GB is sufficient. You only hit memory limits in extreme scenarios (rendering 8K video, training massive models, running complex simulations).
Currently, the RTX 4070 Ti Super represents the best value in the market. It has supply, it has discounts, and it has performance that's more than adequate for most users.

Memory Shortages and Their Broader Impact
This shortage isn't just affecting gaming GPUs. It's rippling across the entire tech industry in ways that aren't immediately obvious.
Enterprise Impact Data centers are getting what they need, but at a cost. Memory supply is constrained enough that AI accelerator orders are being allocated by priority level. Smaller enterprises and startups are getting pushed back in queue, while major cloud providers (AWS, Azure, Google Cloud) get priority.
This could slow down AI innovation at smaller companies. If you can't get the hardware to train models, you can't ship products. It's subtle but consequential.
Automotive Impact Automakers use high-performance memory for autonomous driving chips. The shortage isn't severe enough to stop production, but it's adding costs and lead times. You might not notice this yet, but it could result in slightly more expensive electric vehicles and delays in autonomous features.
Consumer Electronics Memory constraints are also affecting high-end smartphones, workstations, and specialized equipment. The ripple effects are broader than just gaming GPUs.
Long-term Architecture Changes Most interestingly, this shortage might force Nvidia to redesign their memory architecture. If HBM supply is consistently the bottleneck, they might shift toward hybrid memory designs or different stacking approaches. This could change the entire landscape of how GPUs are built in 2026-2027.

What You Should Do Right Now
Here's my honest assessment of your options, ranked by practicality:
Option 1: Buy an RTX 4090 (Best Immediate Choice) If you need a GPU today and have the budget, grab an RTX 4090. They're in stock, reasonably priced, and genuinely excellent cards. Don't wait for RTX 5090s.
Option 2: Buy an RTX 4070 Ti Super (Best Value) If you want something more affordable, the RTX 4070 Ti Super is getting discounted and has excellent value. It's plenty fast for most use cases.
Option 3: Wait and Accept Longer Lead Times If you're patient and can wait 12-16 weeks, order an RTX 5090 at MSRP from a major retailer and accept the wait. You'll pay fair prices and eventually get what you want.
Option 4: Hold Off Entirely If you don't urgently need a new GPU, waiting until Q3 2025 is reasonable. By then, supply should have improved and prices should normalize.
Option 5: Avoid Scalpers and Marketplace Sellers Do not buy from eBay third-party sellers, Facebook Marketplace, or Reddit communities offering "guaranteed stock." These are almost uniformly scalpers charging 40-60% premiums. It's not worth it.
The timing of your purchase matters enormously. If you're gaming at 1080p or 1440p on a decent monitor, you don't need an RTX 5090. If you're doing professional work, check whether your software actually benefits from the extra VRAM (most doesn't). Make the decision based on actual needs, not FOMO.


While the RTX 5090 offers a 12-18% performance increase over the RTX 4090, the price difference can be as high as
The Role of Scalpers and Secondary Markets
Wherever there's scarcity and demand, scalpers emerge. The GPU market is no exception, and it's gotten worse with automation.
How It Works Scalpers use bots to monitor retailer websites for stock drops. When RTX 5090s become available, bots instantly purchase them (often multiple units per account). These cards are then relisted on eBay, Amazon, or other marketplaces at 40-60% markups.
One Reddit user documented buying an RTX 5090 from Best Buy for
Retailers haven't effectively combated this because:
- Bot detection is hard - Good bots look like humans
- Scalpers don't break terms of service - They're just buying and reselling
- Secondary market commission is fine - eBay and Amazon take 12-15% of scalper sales
- Retailers don't lose money - They sell out either way
Nvidia could implement purchase limits ("maximum one card per customer per month") but they've resisted. Why? Because they don't care where the cards go as long as they sell. Higher secondary market prices actually validate their MSRP positioning.
The lesson: Secondary market prices tell you how scarce supply really is. When eBay RTX 5090s are selling for $2,800, that's not greedy scalping. That's the market's actual price discovery in conditions of severe scarcity.

Future Outlook: What Happens Next?
Let's look at what 2025 will probably bring.
Q1 2025 (Now) Memory shortages continue. Prices stay elevated. No relief in sight. RTX 5000 series availability remains difficult globally.
Q2 2025 (April-June) Memory manufacturers begin reporting capacity expansion progress. Supply improves modestly. Prices might drop 10-15% from current elevated levels, but still above MSRP. Waiting lists decrease but don't disappear.
Q3 2025 (July-September) Supply stabilizes closer to demand. Prices approach MSRP or slightly above. Availability becomes normal. You can probably just... buy a card when you want one.
Q4 2025 (October-December) If Anything new launches (RTX 5500 or next-gen rumors), supply might get weird again. But the acute crisis should be over.
One wildcard: If OpenAI, Google, or other AI labs announce major new training projects, enterprise demand could spike again, pushing consumer allocation lower. This is possible but not certain.
Another wildcard: If geopolitical tensions with China escalate, memory manufacturing could be disrupted regardless of capacity planning. Taiwan produces memory components, and any disruption there would be catastrophic.
For now, the most likely scenario is gradual improvement from Q2 onward, with normalized supply by Q4 2025.

Lessons for Future Hardware Launches
This shortage reveals structural issues in how Nvidia launches products and how memory manufacturers plan capacity.
What Nvidia Should Have Done
- Announced product timelines earlier to give memory manufacturers lead time
- Coordinated with Samsung and SK Hynix on capacity before launch
- Implemented purchase limits to prevent bulk scalping
- Been transparent about supply constraints rather than saying supply is "strong"
What Memory Manufacturers Should Do
- Build more flexible manufacturing lines that can produce multiple memory types
- Stockpile inventory during low-demand periods
- Negotiate better agreements with chip manufacturers to secure capacity
What Retailers Should Do
- Implement strict purchase limits (one card per customer)
- Verify buyers to prevent bot purchases
- Hold allocation for regular customers
None of these things happened. Instead, everyone followed financial incentives that made the shortage worse for consumers.

The Bottom Line: What This Means for Your Build
If you're planning a gaming PC build or workstation in early 2025, the RTX 5000 series is not your friend. Availability is terrible, prices are inflated, and lead times are measured in months.
Your best options are RTX 4090 (if budget allows), RTX 4070 Ti Super (for value), or waiting until Q3 2025 when supply stabilizes. Avoid secondary market sellers entirely.
The shortage probably lasts 6-12 months. In the context of a GPU's 3-4 year useful lifespan, that's not forever. But it's frustrating right now.
Most importantly: Don't panic-buy at scalper prices. The performance gains of the RTX 5090 over an RTX 4090 don't justify a $500+ markup. Make rational decisions based on your actual needs, not FOMO.
The GPU market will normalize. It always does. Just not quite yet.

FAQ
What is causing the Nvidia RTX 5000 GPU shortage?
The shortage is primarily caused by high-bandwidth memory (HBM) supply constraints, not GPU chip limitations. The RTX 5000 series requires multiple HBM stacks per card, and there are only five major fabrication facilities globally capable of producing gaming-grade HBM. These facilities are running at near-maximum capacity fulfilling data center and AI accelerator orders, leaving limited allocation for consumer gaming GPUs.
How long will the RTX 5000 shortage last?
Most industry analysts expect the shortage to persist through mid-2025, with supply gradually improving in Q2-Q3 2025 and normalizing by Q4 2025. The timeline assumes no major manufacturing disruptions and stable AI demand. In the best case, supply improves by June 2025. In realistic scenarios, expect 9-12 months before supply stabilizes completely.
Should I buy an RTX 5090 at current inflated prices?
No, not unless you have specific professional needs. The RTX 5090 costs
Are RTX 4090s still available and do they hold their value?
Yes, RTX 4090s are currently in stock at most major retailers. Prices hover around
Why doesn't Nvidia implement purchase limits to prevent scalping?
Nvidia has not implemented purchase limits because higher secondary market prices don't hurt their business. They sell cards at MSRP to retailers, who sell them at MSRP. If cards then resell at $2,800 on eBay, Nvidia doesn't lose revenue. Additionally, Nvidia prioritizes enterprise customers (data centers, AI labs) over consumer markets, and purchase limits would complicate those large institutional orders. The scalping problem is real but not a priority for the company.
What should I do if I need a GPU right now?
Your best option is purchasing an RTX 4090 or RTX 4070 Ti Super. Both have stable supply, fair pricing, and excellent performance. If you're willing to wait 12-16 weeks, order an RTX 5090 at MSRP from a major retailer like Best Buy or Newegg and accept the extended lead time. Avoid third-party sellers, eBay, and Facebook Marketplace where markups reach 40-60%.
How do RTX 5000 series shortages affect other parts of the tech industry?
Memory constraints are impacting enterprise data centers (AI accelerator allocation), automotive manufacturers (autonomous driving chips), and consumer electronics (high-end smartphones and workstations). The broader impact slows AI innovation at smaller companies, increases costs for automotive manufacturers, and forces design changes across the industry. This shortage extends far beyond gaming.
Will there be more GPU shortages in the future?
Quite possibly. Unless Nvidia coordinates better with memory manufacturers on future launches and builds more flexible supply chains, shortages could happen again. The fundamental issue is that HBM manufacturing is specialized and capacity-constrained. As demand for AI accelerators and high-performance GPUs grows, supply bottlenecks will likely recur. Future launches may require better planning from both Nvidia and memory manufacturers.
How much do regional variations affect GPU availability?
Regional variations are significant. Europe has better availability and 10-15% lower prices than North America due to closer relationships with Samsung. Asia-Pacific retailers have decent stock but region-specific cards with warranty restrictions. China has inventory but export restrictions complicate international shipping. North America has the worst availability. If you have international contacts, checking European retailers might yield better results than waiting in US queues.
Should I upgrade from an RTX 4080 to an RTX 5090 right now?
No. The RTX 5090 is only 25-35% faster than an RTX 4080 in most games, which means it's about $2,000 per frame rate bump (considering current inflated pricing). The RTX 4080 is still excellent for 4K gaming. Unless you have specific professional needs or are hitting frame rate targets that the 4080 can't achieve, upgrading now doesn't make financial sense. Wait until RTX 5000 prices normalize or consider the upgrade in 2026.

Conclusion: Waiting Beats Overpaying
The Nvidia RTX 5000 GPU shortage is real, frustrating, and showing no signs of immediate relief. But it's important to keep perspective. This is a temporary problem, not a permanent limitation.
PC gaming won't die because you wait six months for new hardware. Your RTX 4090 or RTX 4070 Ti Super will game beautifully while the market stabilizes. The scalpers making $800 per GPU will eventually disappear when supply normalizes. Prices will come down. Availability will improve.
The worst thing you can do is panic-buy at inflated prices because of FOMO. You'll overpay significantly for marginal performance gains. You'll watch prices drop in six months and feel regret. You'll become one of the people who funded the secondary market scalping economy.
Instead, make rational decisions:
- If you need a GPU today: Buy RTX 4090 or RTX 4070 Ti Super
- If you're patient: Order RTX 5000 at MSRP and wait 12 weeks
- If you can wait longer: Hold off until Q3 2025
- Never: Buy from scalpers at marked-up prices
The gaming hardware market always equilibrates. Scarcity creates demand, demand justifies supply investment, supply eventually meets demand, and prices normalize. We're in the scarcity phase. By year's end, we'll be in the stabilization phase.
Your build can wait. Your budget will thank you for the patience.

Key Statistics & Data Points
Memory Manufacturing Constraints:
- 5 major HBM fabrication facilities globally
- 60-70% yield rates for HBM stacks (vs 85-90% for standard DRAM)
- 6-12 HBM stacks per RTX 5000 series GPU
- Currently running at 95-97% capacity on non-gaming orders
Pricing Impact:
- RTX 5090: 2,400-$2,800 actual (20-40% markup)
- RTX 5080: 950-$1,100 actual (25-45% markup)
- RTX 4090: 1,450-$1,600 actual (stable)
Performance Gains:
- RTX 5090 vs RTX 4090: 12-18% faster
- RTX 5080 vs RTX 4090: 5-8% faster
- RTX 4070 Ti Super performance: 60% of RTX 4090 at 55% less cost
Timeline Projections:
- Best case relief: Q2 2025 (6 months)
- Realistic normalization: Q4 2025 (9-12 months)
- Worst case scenario: Q2 2026 (18+ months)

Key Takeaways
- RTX 5000 shortage caused by HBM (high-bandwidth memory) manufacturing constraints, not GPU chip limitations. Only 5 facilities globally produce gaming-grade HBM and they're at 95%+ capacity
- Supply timeline: 6 months best case, 9-12 months realistic, 18+ months worst case. Expect normalization by Q4 2025 assuming no major disruptions
- Current pricing shows 25-40% markups over MSRP. RTX 5090 costs 2,800 instead of800+ premium
- Best immediate option: Buy RTX 4090 (1,600) or RTX 4070 Ti Super (400) with stable supply. Alternative: Wait 12-16 weeks for RTX 5000 at fair prices from major retailers
- Regional variations matter: Europe has 10-15% better availability and pricing than North America. Asia-Pacific has stock but region-specific restrictions. Avoid eBay/marketplace sellers charging 40-60% markups
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