Xbox Series X and Series S sales declined by 27% in the United States during September 2026 compared with the same month last year, according to new figures from market research firm Circana.
Nintendo Switch 2 also recorded a 14% decline, while Sony's PlayStation 5 achieved a 22% increase in unit sales.
Overall, US video game hardware sales fell 3% year over year, highlighting uneven performance across the three major console brands.
The report also indicates that Xbox hardware reached its lowest September sales level in the brand's history.
Xbox Console Prices Rise 33% as Hardware Sales Decline
Higher console prices remain a major challenge for Microsoft's gaming hardware business.
According to Circana analyst Mat Piscatella, the average selling price of Xbox Series consoles increased from $497 in September 2025 to $663 in September 2026.
PlayStation 5 and Nintendo Switch 2 also recorded higher average selling prices.
| Console | Unit sales change | Average price in September 2026 |
|---|---|---|
| Xbox Series X/S | Down 27% | $663 |
| PlayStation 5 | Up 22% | $646 |
| Nintendo Switch 2 | Down 14% | $498 |
Xbox experienced the largest increase in average selling price at 33%, compared with 17% for PlayStation 5 and 2% for Nintendo Switch 2.
Rising component costs and hardware pricing pressures may be contributing to weaker demand, although the report does not establish a single cause.
Xbox Sales Show Different Trends Outside the United States
While Microsoft's consoles struggled in the US, reports suggest Xbox hardware sales increased year over year in the United Kingdom.
The release of a Grand Theft Auto VI Extended Preview reportedly contributed to a temporary sales increase during early September.
Meanwhile, Circana indicated that Xbox Series X has been returning toward an approximately equal sales split with Series S after experiencing fluctuations earlier in the year.
Supply availability may explain some of these changes.
Microsoft has also reportedly stopped providing digital sales information to Circana, potentially making future Xbox software sales estimates less comprehensive.
Despite weaker hardware results, Forza Horizon 6 and Call of Duty: Black Ops 2 remain among the year's ten bestselling games in the United States.
Sony's Marvel's Wolverine was another notable performer during September.
The figures reflect US retail market performance rather than worldwide console sales. They nevertheless highlight Microsoft's challenge in maintaining hardware demand as prices continue increasing.
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