As per the outlet, the price of the ROG Xbox Ally X has gone up from JPY 139,800 ($910) to JPY 169,800 ($1,106) - that's a hike of JPY 30,000, or nearly $200. Asus has not officially announced the price hike, but according to the outlet, the new price is now reflected on the company's official online store in Japan as well as on e-commerce websites of other electronics retailers in the country.
While the holiday season typically drives stronger demand, the surge in late 2025 was further amplified by emerging memory shortages that led buyers and brands to secure inventory ahead of anticipated price increases in 2026,