In response to Nvidia’s newest graphics card models, AMD has dropped the price of their high end R9 290X to $399 and the R9 290 to $299. This allows them to be more price competitive with the newer hardware, making it a tougher decision to pick between the two sides.
Considering the top end GeForce GTX 980 sells for $549 currently, the R9 290X seems like the better choice, power consumption notwithstanding. At the lower end, the decision is a bit tougher. The GeForce GTX 970 sells for $329. It’s still $30 more than the R9 290, but the performance and power consumption advantages may make it worth considering still.
For exact pricing, check out your favourite PC hardware retailer.