The new Nvidia GeForce GTX 970 and 980 graphics cards are selling out across the UK.
Several gaming system builders have told PCR they are seeing stock shortages for the cards due to popular demand.
Chillblast buyer Ben Miles said: "Sales of the new cards are indeed strong, and we are expecting two weeks of constrained stock. AMD has already dropped the price on its 290 series cards. I’m not expecting (though may be wrong) a Radeon response to the 970/980 any time imminently."
James Gorbold from Scan Computers added: "We’re seeing a huge demand from both sides – in systems and standalone sales. In an industry that's been plagued with paper launches over the years, this has been a fantastic launch in terms of availability of cards from day one - gamers and the press are all going gaga over them.
"It’d be nice to have more cards but the fact is we’re selling every card that we get. AMD has already started to drop the price on some products. They did that just before Nvidia launched the 970 and 980, and have been adjusting pricing since."
Overclockers UK executive director Steve Ling says the etailer managed to secure extra stock.
"Sales are very, very good," he told PCR.
"Gibbo [OCUK purchasing manager Andrew Gibson] has done a great job to secure as much stock as possible, so we’re seeing very strong demand. He’s been snapping up stock left, right and centre whenever he can.
"At Overclockers we’re very fair to the two different sides of the market. We have to respect both technology partners as equal partners, sometimes one is ahead of the other one, and you reap the benefits from the technological advancements."
YoYoTech MD CK says that unless AMD responds, 'Nvidia will own Christmas'.
"I think Nvidia probably didn’t envisage the 970 and 980 would do that well, maybe," he commented. "There isn’t enough stock in the channel, but if Nvidia sorts that part out, it will be hell for AMD."
Ebuyer's Paul Nolan added: "The Nvidia GTX 970 and 980 cards have been really popular since its launch due to their performance being fast, quiet and the most power efficient cards in the enthusiast segment.
"These cards are great value for gamers with aggressive performance and pricing versus Nvidia’s previous product stack and AMD’s current stack.
"AMD will need to review their strategy on R9 280 and above if they want to compete with Nvidia’s latest offerings, especially as we go into the busiest time of the year on the run-up to Christmas."
The Nvidia GeForce GTX 970 and 980 graphics cards are priced at around £259 and £429 respectively. They launched in late September and are available from add-in card suppliers such as ASUS, EVGA, Gainward, Galax, Gigabyte, Innovision 3D, MSI, Palit, PNY and Zotac.
PCR has contacted Nvidia for comment - check out their response here.