Even though Nvidia released its new graphics processors just a few weeks ago, the company decided to cut the prices on its new GTX 260 and 280 processors, in order to boost its sales in the market fight against Advanced Micro Devices (AMD) and its ATI unit.

The company announced that the original $649 price tag for its GeForce GTX 280 will be cut down to $499 and the TGX 260’s initial price of $399 will be lowered to $299.

The new offer now matches AMD’s pricing list, as its ATI HD 4870 was already priced at exactly $299.

It seems as if Nvidia is considering a switch in its sales strategy, as so far the company’s efforts targeted the high-end market for which it built powerful, power-consuming and expensive graphic processors. On the other hand, AMD focused on the mid-range market, offering less power-consuming chips at far more accessible prices, becoming one of the market’s biggest sellers. Nvidia is looking to win back some of AMD’s customers and also attract new ones with its new pricing list, which put it head to head with its competition.

"Nvidia and ATI keep improving their drivers so they'll seesaw back and forth with their scores, almost from week to week," said analyst Jon Peddie, who specializes in graphics chip market research, as quoted by CNet.

More fuel will be added to the competition’ fire once ATI, AMD’s subsidiary, will launch the new Radeon HD 4870 X2 next month. The chip will have two GPUs in each card, using an improved version of the Crossfire implementation. The move is expected to make Nvidia speed up the development on its upcoming projects.