AMD’s Ryzen processors are seemingly being slowed down a fair bit during PC gaming sessions by a purported bug in Windows 11, and in some cases, Ryzen 9000 processors are slightly worse off.
This comes courtesy of Hardware Unboxed (via VideoCardz) on YouTube, which noticed in its review of the Ryzen 9700X that the results for gaming were a few percent shy of what AMD expected (going by Team Red’s own internal testing).
After some back and forth between AMD and Hardware Unboxed, and mutual scratching of heads, Team Red asked a key question: was the reviewer using an admin account? By which AMD meant the ‘hidden’ system administrator account which isn’t activated by default in Windows 11, not just the local account of the PC owner.
This hidden admin account has elevated privileges, and this appears to be the reason for the speed boost to Ryzen chips in PC games. AMD used said account in its testing, and Hardware Unboxed (and doubtless many other reviewers) didn’t.
The performance drop-off outside of the hidden mode happens in any ‘bursty’ workload – where demanding activity can suddenly shoot through the roof – and this is very much true of gaming. So, this won’t affect apps and the like where the workload is more prolonged and sustained, rather than spikes of processing activity.
In theory the gaming sluggishness is caused by a bug in Windows 11 – or certainly AMD believes so, though this isn’t proven yet – and Hardware Unboxed confirmed the issue by setting up said hidden admin account, and rerunning tests on the Ryzen 9700X, comparing them to the previous results (obtained in the review) with the local account.
Some games showed a big difference, notably Cyberpunk 2077 which was 7% faster (at 1080p, with an RTX 4090 graphics card, to put the emphasis on the CPU) with the hidden admin account active.
However, this doesn’t just affect Ryzen 9000 processors, but also Ryzen 7000 chips. In fact, the last-gen CPUs get nearly as much benefit from the hidden admin trick compared to the new Zen 5 silicon – though Ryzen 9000 does show notably bigger gains in a few games.
Over a suite of 13 games tested, on average Hardware Unboxed found that the Ryzen 9700X was 3.8% faster, whereas its predecessor the Ryzen 7700X was 2.6% faster running in the hidden admin mode. So overall, the 9700X drops a few more frames on average, outside of the hidden mode, but nothing to any noticeable extent.
Analysis: More questions than answers
To be honest there’s a lot that’s unclear here, as Hardware Unboxed admits in frank fashion. Is this a bug? Well, that’s one explanation, but another could be that the hidden admin account – or more to the point, its elevated privileges – simply has less in the way of overheads for gaming workloads somehow. In other words, it might affect not just all Ryzen processors (going back to Ryzen 5000 and beyond), but also Intel CPUs – the YouTube channel didn’t test Team Blue’s chips.
However, it perhaps seems more likely to be a Ryzen-related problem, seeing as AMD appears to indicate that it’s a Windows 11 bug, and it should be addressed by a future update from Microsoft, we’re told. That is far from a concrete assertion yet, though, and testing Intel chips to see if they run appreciably faster in the hidden admin account will obviously be key to discerning what might be going on with Windows here.
If it is just a Ryzen problem, in some ways, that’s bad news for Intel – because when it’s patched (in theory) suddenly Team Red’s chips are going to get quite a leap for gaming performance compared to Intel’s Core CPUs.
Does this also affect Windows 10? We don’t know that either.
These findings may, however, help to explain why the recent Windows 11 versus Linux comparison with Ryzen 9000 processors was a bit more lopsided than expected in favor of the latter.
Note that while Hardware Unboxed shows you how to run the hidden admin account in its video, absolutely do not use this mode. It’s hidden away and disabled by default for a reason, because it’s for niche use cases and the likes of troubleshooting – so while it does offer extra privileges as noted, it’s also less secure, and leaves the system more exposed and open to malware infection and the like.
We can’t stress this enough – don’t turn this on permanently to gain an extra 5% of frame rate in your favorite PC game, just wait for the fix. Which, if it is down to Microsoft to implement, could be a bit of a wait – but stay patient, and don’t be tempted by going this hidden admin route, as it’s a path fraught with potential dangers.
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The apparent cure for the Ryzen gaming blues – a hidden admin account – shouldn’t be enabled in any circumstances.
The Amazon Marketplace: Empowering Sellers and Shaping Consumer Behavior
The Amazon Marketplace has emerged as a powerful force in the global economy, redefining how businesses operate and how consumers shop. Since its launch in 2000, Amazon Marketplace has grown into one of the largest online marketplaces in the world, with millions of sellers and an even larger base of customers. This platform has not only democratized e-commerce, providing opportunities for businesses of all sizes, but it has also significantly influenced consumer behavior. This article explores how the Amazon Marketplace empowers sellers and shapes consumer behavior.
Empowering Sellers: Opportunities and Challenges
The Amazon Marketplace has opened up unprecedented opportunities for sellers, from individual entrepreneurs to large corporations. One of the most significant benefits for sellers is the access to Amazon’s vast customer base. With over 300 million active users globally, Amazon provides a ready-made audience for sellers, eliminating the need for extensive marketing efforts to drive traffic to their products.
Lower Barriers to Entry
One of the most profound ways Amazon empowers sellers is by lowering the barriers to entry into the e-commerce space. Traditionally, setting up an online store required significant investment in website development, payment processing systems, and logistics. Amazon Marketplace simplifies this process by providing a platform where sellers can list their products, handle transactions, and even manage shipping through Amazon’s Fulfillment by Amazon (FBA) service.
FBA, in particular, has been a game-changer for many small and medium-sized businesses. It allows sellers to store their products in Amazon’s warehouses, where Amazon takes care of packing, shipping, and even customer service. This service not only reduces the logistical burden on sellers but also ensures that their products are eligible for Amazon Prime, which can significantly boost sales.
Global Reach
The global reach of Amazon Marketplace is another significant advantage for sellers. With Amazon’s presence in numerous countries, sellers can tap into international markets with relative ease. Amazon’s Global Selling program enables sellers to list their products in multiple countries, allowing them to expand their customer base far beyond their home market. This global reach is particularly beneficial for small businesses that may not have the resources to enter international markets independently.
Data and Analytics
Amazon provides sellers with valuable data and analytics tools that can help them optimize their listings and marketing strategies. Through the Seller Central dashboard, sellers have access to detailed reports on sales, customer behavior, and advertising performance. This data-driven approach allows sellers to make informed decisions about pricing, inventory management, and advertising, ultimately leading to better business outcomes.
Challenges for Sellers
However, selling on Amazon is not without its challenges. The competition on the platform is fierce, with millions of sellers vying for the attention of customers. To stand out, sellers must invest in optimizing their product listings, managing reviews, and running targeted advertising campaigns. Additionally, Amazon’s fee structure, which includes referral fees, FBA fees, and other charges, can eat into sellers’ profit margins, especially for those selling low-margin products.
Moreover, Amazon’s control over the marketplace means that sellers are subject to its policies and regulations. This can be a double-edged sword; while Amazon’s strict guidelines help maintain a level of quality and trust on the platform, they can also be restrictive for sellers. Policy changes, such as adjustments to fee structures or new regulations regarding product listings, can have a significant impact on sellers’ businesses.
Shaping Consumer Behavior: Convenience and Choice
The Amazon Marketplace has not only empowered sellers but also transformed consumer behavior in profound ways. The platform has become synonymous with convenience, choice, and competitive pricing, which are key drivers of consumer decisions.
Convenience and Speed
One of the most significant impacts of Amazon on consumer behavior is the expectation of convenience and speed. Amazon’s streamlined shopping experience, coupled with services like Amazon Prime, has set a new standard for online shopping. Consumers now expect fast, often same-day, delivery, easy returns, and a seamless shopping experience across devices. This has raised the bar for other e-commerce platforms and even brick-and-mortar stores, which have had to adapt to meet these heightened expectations.
The convenience offered by Amazon extends beyond just delivery speed. Features like one-click purchasing, personalized recommendations, and a user-friendly mobile app have made shopping on Amazon almost effortless. This ease of use has contributed to the platform becoming the go-to destination for many consumers, particularly for everyday purchases.
Broad Product Selection
Amazon’s vast selection of products is another factor that has shaped consumer behavior. The marketplace offers a seemingly endless array of products across virtually every category, from electronics to groceries. This extensive selection is possible because of the millions of third-party sellers who list their products on the platform, alongside Amazon’s own offerings.
This breadth of choice has shifted consumer expectations, leading to a preference for platforms that offer a wide variety of options. Consumers are now less willing to visit multiple websites or stores to find what they need, preferring the convenience of one-stop shopping. This trend has also put pressure on traditional retailers to expand their product offerings and improve their online shopping experiences.
Price Sensitivity and Competitive Pricing
Amazon’s pricing strategies have also influenced consumer behavior, making customers more price-sensitive. The platform’s dynamic pricing model, where prices can change frequently based on factors like demand and competition, encourages consumers to compare prices and seek out the best deals. Additionally, features like Amazon’s price tracking tools and the ability to view historical prices have made consumers more aware of price fluctuations and more likely to wait for discounts before making a purchase.
This increased price sensitivity has impacted the broader retail landscape, forcing competitors to adopt more aggressive pricing strategies to stay competitive. It has also led to the rise of price comparison tools and apps, further empowering consumers to find the best deals.
The Role of Reviews and Ratings
Amazon’s review system is another key factor influencing consumer behavior. Customer reviews and ratings have become a critical component of the decision-making process for many shoppers. Positive reviews can significantly boost a product’s visibility and sales, while negative reviews can deter potential buyers. This has led to a culture where consumers rely heavily on the experiences of others to guide their purchasing decisions.
The importance of reviews has also created a new challenge for sellers, who must actively manage their reputation on the platform. This has given rise to practices like review solicitation and even, unfortunately, fake reviews. However, Amazon has taken steps to combat these practices, implementing stricter policies and algorithms to detect and remove fraudulent reviews.
Conclusion
The Amazon Marketplace has had a profound impact on both sellers and consumers, reshaping the e-commerce landscape in the process. By empowering sellers with access to a global customer base, powerful data tools, and logistical support, Amazon has lowered the barriers to entry for businesses of all sizes. At the same time, the platform has transformed consumer behavior, setting new standards for convenience, choice, and pricing.
As Amazon continues to evolve, its influence on the global economy and consumer culture will likely only grow. For sellers, the challenge will be to navigate the complexities of the platform and find ways to stand out in an increasingly crowded marketplace. For consumers, the Amazon Marketplace will continue to be a driving force behind the expectations and behaviors that define the future of shopping.
