AMD always had a get out of jail card when the last GPU market share numbers were out on the basis of it not having released anything. At the time NVidia had 76% of the discrete GPU market. This was when Nvidia's best card was the GeForce GTX 980.
A lot happened in that time. There was the release of the Titan X in March, and before the GTX 980 Ti in June. AMD had its Hawaii architecture inside of the R9 290X, and the dual-GPU in the form of the R9 295X2. It was expected that the R9 390X might turn AMD's luck around but that turned out to be another rebrand. Then there was the arrival of the R9 Fury X.
AMD has new products on the market: the R9 Fury X, R9 Fury, R9 390X and a bunch of rebranded 300 series video cards. But according to Mercury Research's latest data, NVIDIA has jumped from 76% of the discrete GPU market in Q4 2014 to 82 per cent in Q2 2015.
AMD has 18 per cent of the dGPU market share, even after the release of multiple new products.
It is not that the Fury X isn't selling well, but because of yield problems there will only 30,000 units made over the entire of the year.
AMD also rebranded nearly its entire product stack thus making no reason to buy a R9 390X if you own an R9 290X.
Sure there is 8GB of GDDR5 on board compared to the 4GB offered on most R9 290X cards, but that's not enough to push someone to upgrade their card.
Tweaktown noted that there was a big issue of the HBM-powered R9 Fury X not really offering any form of performance benefits over the GDDR5-powered GeForce GTX 980 Ti from NVIDIA. The 980 Ti beating the Fury X in some tests which it should not have.
Nvidia has plenty of GM200 GPUs to go around, with countless GTX 980 Ti models from a bunch of AIB partners. There is absolutely no shortage of GTX 980 Ti cards. Even if you wanted to get your paws on a Fury X, AMD has made it difficult.
Now it seems that next year could be a lot worse for AMD. Nvidia will have its GP100 and GP104 out next year powered by Pascal. This will cane AMD's Fiji architecture. Then Nvidia will swap to 16nm process when its Maxwell architecture is already power efficient. Then there is the move HBM2, where be should see around 1TB/sec memory bandwidth.
All up the future does not look that great for AMD.