Retailer Jumps Gun by Selling MSI PRO Z690-A Motherboard

With Intel Alder Lake-S set to release on November 4th, this will likely also represent the date on which the new Z690 LGA 1700 motherboards will also be officially available to purchase. Following a new retail listing by Newegg Canada, however, it seems that they may have decided to jump the gun a little as their website is not only already listing an MSI PRO Z690-A motherboard as available, but you can apparently buy it, and have it delivered, right now!

MSI PRO Z690-A Motherboard Listed

We should note that it is not unusual for a retailer to decide to break an embargo. It does, after all, not only help to generate a lot of interest in the product itself, but it also provides them, effectively, with a fair bit of free advertising. Given that it is still well over a week until the apparent ‘official’ release of any Z690 motherboard, however, this listing of an MSI PRO Z690-A is certainly a bit unique.

Admittedly, with this seemingly representing one of MSI’s more ‘entry-level’ focused Z690 products, this isn’t the most exciting motherboard design that could’ve appeared. With both the price of $279.99 listed, as well as the apparent option to buy it now, however, it does seem that Newegg is willing to risk the wrath of MSI by getting this in consumer’s hands far sooner than MSI probably wanted!

They haven’t yet, after all, even launched this particular model yet!

What Do We Think?

Many will debate whether this listing has accidentally gone live or whether this is a ‘deliberate’ mistake. If nothing else though, it does confirm what we all pretty much knew from the start anyway. Namely, that even basic Z690 motherboards, even those retaining the current DDR4 memory platform, are not going to be cheap! – In terms of whether you can actually buy this now though, there is a very easy way for you to know for sure.

At the time of writing, the retail website is still live. If it’s not now though, (which you can check out here), however, then this motherboard listing probably was made active in a genuine error. Presuming the website works for you though (which I suspect it will), this will all but confirm that Newegg has simply decided to pull the good old-fashioned trick of jumping the gun here!

What do you think? – Let us know in the comments!