The previously $349 (about £225, AU$325) gaming device has been slashed to $299 (about £195, AU$325) - quite a considerable reduction given that it hasn't even shipped yet.
For those who have already pre-ordered Shield (formerly Project Shield), you'll be charged the newer lower price when it ships, as Nvidia announced on its blog.
"We've heard from thousands of gamers that if the price was $299, we'd have a home run. So we're changing the price of Shield to $299," it said.
Shields at the ready
Nvidia also gave a concrete date for the Shield release - June 27. However, this is just the US release, and so far a UK date hasn't been announced.
Speaking to TechRadar recently, Nvidia said that the plan was to see how the handheld fares in the US and Canada before expanding around the globe.
But could the price drop a sign that pre-orders aren't going as well as hoped? Or is Nvidia just hoping to scoop up even more enthusiasts who can't wait to get their hands on the 3DS and PS Vita's new challenger?
- Find out what we thought of Shield in our hands on review
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Hugh Langley is the ex-News Editor of TechRadar. He had written for many magazines and websites including Business Insider, The Telegraph, IGN, Gizmodo, Entrepreneur Magazine, WIRED (UK), TrustedReviews, Business Insider Australia, Business Insider India, Business Insider Singapore, Wareable, The Ambient and more.
Hugh is now a correspondent at Business Insider covering Google and Alphabet, and has the unfortunate distinction of accidentally linking the TechRadar homepage to a rival publication.