Over the past 12 months, electronics retailers have been under increased fire and scrutiny for mishandling how they sell brand-new consoles and high-end PC components. This week, online retailer Newegg has moved forward with a peculiar new system for selling high-demand, low-supply electronics: the Newegg Shuffle. (Or, as the site’s metadata calls it, the Newegg Popular Product Lottery Queue.)
If you catch this article early enough on Friday, January 22, consider this a drop-everything suggestion to rush to the site by 5 pm ET and place a product-purchase request. Really: Do that right now if you’re interested in recent AMD CPUs, Nvidia GPUs, or the all-digital PlayStation 5. It’s free to try. We’ll wait.
OK, so that process might have been a bit confusing. What’s going on with the Newegg Shuffle?
Shuffling into a forced bundle? Not necessarily, but likely
The Newegg Shuffle buzz began earlier this week when savvy shoppers noticed a limited-time lottery event under the same name in messages sent to a limited pool of Newegg customers. It advertised a variety of CPUs and graphics cards, and the lead-in page included a sales pitch: Pick what you want to buy, sign into your established Newegg customer profile, and submit a request. Do this by a certain time, and within a few hours, you’d get notified if your account was selected to purchase any of the products you picked. (Meaning, you could try to sign up for every listing, or just one, without the choices apparently changing your odds of being randomly selected.)
The problems with that early test, however, came in the form of furious customers sharing images of what the shopping interface actually looked like. After clicking on the listing for a shiny new AMD processor or an Nvidia RTX 3080 graphics card, you’d be shown the real shopping option: a forced bundle. Every single option appeared to require purchasing a brand new motherboard, even if you didn’t need one. That was particularly egregious in the case of Nvidia’s graphics cards, which are compatible with the common PCI-e 3.0 standard and thus don’t necessitate a new motherboard for interested PC gamers.
When pressed by PC Mag about this anti-consumer, forced-bundle promotion, Newegg clarified that its Shuffle feature was still in “beta.” The promotion would cut down on forced bundles once it rolled out to all customers. Friday’s Newegg Shuffle launch has confirmed this—but a few forced bundles remain.
Both of today’s available AMD CPUs, the Ryzen 5 5600X and Ryzen 7 5800X, can be purchased as standalone options. They’re additionally listed with bundles, however, and that means you essentially have a better shot at purchasing them from Newegg if you’re willing to attach a motherboard purchase to the CPU. The same goes for one of the promotion’s GPUs, an ASUS flavor of the RTX 3070, which can either be purchased a la carte or with a bundled ASUS motherboard.
Three other GPUs appear in the promotion; two of them can only be purchased a la carte, and one, the ASUS RTX 3080, can only be purchased with a bundled ASUS motherboard (for a whopping combined price of $1,179.98).
And the all-digital PlayStation 5 on offer can only be purchased as part of a bundle, adding a staggering $160 to its normal $399 price with an extra controller (sure), a 1080p webcam (meh), and a media remote (ugh). Them’s some serious GameStop vibes, and not in a good way.
Microsoft taking leadership in the space
The worst part about Newegg Shuffle is that it’s arguably the best system currently on the market for interested PC parts shoppers. Otherwise, your best bet is following in-the-know Twitter accounts and online-shopping guides to learn exactly when high-end computer components and consoles are in stock—since retailers seem completely disinterested in, you know, letting us pre-order these things and enter a purchase queue.
The sole exception in this madness seems to be Xbox Series X/S. Microsoft has developed a somewhat scalper-proof purchasing system in the form of Xbox All Access. Combine a monthly subscription price with a dedicated Xbox account (and associated mailing address), and you can get your hands on a shiny new Xbox. Such systems are a pain for scalpers to transfer account ownership with. (As a bonus, buying a Series X/S this way may save you money compared to buying the hardware and attached subscription rates at retail prices.)
Until we see more retailers embrace customer-verification systems, purchase limits, and anti-scalper efforts, we’re likely going to see more funky “lottery” systems like Newegg’s, complete with predatory bundle-enticement offers.