The Nvidia Shield TV Pro has reached a new price after seven years on the market, turning an older streaming device into an unexpected example of how AI is changing hardware costs. Nvidia now sells the Shield TV Pro for $299.99, up from the $199.99 launch price of the Shield TV.
The increase is tied to the cost of components, including memory, which has increased substantially across the industry. Nvidia still actively manufactures the Shield and sells every unit it makes, so new devices are subject to current supply chain constraints rather than coming from a stockpile of pre-AI hardware.
That makes the Shield TV Pro an unusual product story. It debuted in 2019, yet the device now costs more than it did at launch instead of following the price path many older electronics take. Stock of the Shield TV Pro has been slim for the last few months, and the model is available at the new price from Best Buy.
Why the Shield TV Pro costs more now
Nvidia announced that the Shield TV Pro would be priced at $299 starting October 2, 2026. Andrew Bell, an Nvidia spokesperson, explained the change directly: “Starting October 2, SHIELD Pro will be priced at $299. The cost of components, including memory, has increased substantially across the industry.”
The new figure is close to the current retail price of $299.99, while the original Shield TV launched at $199.99. The non-Pro Shield was priced at $149.99, but Nvidia has discontinued that model, leaving the Shield TV Pro as the remaining device in the lineup.
The Shield TV has that classic Nvidia aesthetic, which helps separate it from the many small streaming devices built around simple sticks and compact boxes. Its long run also gives the price increase extra weight: buyers are paying more for a product that first arrived in 2019, not for a newly launched generation.
The shift fits a wider pattern in hardware pricing. The PS5 Pro has gone from $699.99 at launch in 2024 to $899.99 today, showing that premium electronics can move higher even after their introduction. The Shield TV Pro now sits in that same conversation, with component costs shaping the price of an older device.
Amazon trims its Fire TV lineup
Amazon is taking a different approach to its streaming hardware. On September 29, 2026, the company offered five Fire TV devices: Fire TV Stick HD, Fire TV Stick 4K Select, Fire TV Stick 4K Plus, Fire TV Stick 4K Max, and Fire TV Cube.
From September 30, 2026, the lineup includes four devices: Fire TV Stick HD, Fire TV Stick 4K, Fire TV Stick 4K Max, and Fire TV Cube. Amazon has simplified the range while adding a new $60 Fire TV Stick 4K to the group.
The Fire TV Stick HD is the model launched earlier this year with a slimmer design, and it retails for $35. The new Fire TV Stick 4K retails for $60, but Amazon plans to sell it for $30 during Prime Day, cutting the price in half.
The Fire TV Stick 4K Max remains in the lineup and was one of Engadget’s favorite streaming dongles last year. At the top end, the Fire TV Cube was last updated in 2022 and cost $140 at launch.
Two different answers to the same hardware market
Nvidia is keeping an older product in production while raising its price to reflect the cost of making new units. Amazon is reducing the number of Fire TV choices and using a clear four-device lineup, with prices ranging from $35 for the Fire TV Stick HD to $140 at launch for the Fire TV Cube.
For shoppers, the contrast is easy to see. The Shield TV Pro offers a long-running Nvidia design at $299.99, while Amazon’s new 4K stick costs $60 and will drop to $30 during Prime Day. The choice is not only about features; it is also about whether a familiar device can justify a higher price in a market shaped by AI-related demand for components.
The change also helps explain why older hardware is not always getting cheaper. If Nvidia sells every Shield unit it makes and cannot draw from pre-AI hardware stock, each new device carries today’s component and supply chain costs. That leaves the seven-year-old Shield TV Pro with a price that reflects the present, not the year it launched.
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