AMD is reportedly reacting to Nvidia's move to drive Kepler into a much more affordable price range for the mass market with the GTX 660 and GTX 650 models.
The latest price adjustments will cause the HD 7750 to drop below $100, and the HD 7770 to $110. The competition of Nvidia's latest cards, AMD's HD 7850 and 7870, will decline to $200 and $240, respectively. On the higher end, expect the HD 7970 GHz Edition to retail for about $430 and the HD 7970 for $410. The HD 7950 Boost Edition should land at about $300, while the regular HD 7950 will hit $290. Of course, there will be variations depending on the manufacturer, but expect the price reductions to surface in the market next week.
While such price reductions are a normal part of the product life cycle, the close timing between this and the last reduction are somewhat unusual. This may be an indication that this is a preemptive move on AMD's side to keep an edge on price.