E-tailers like NewEgg now stock the Radeon R9 290 for $299, a $100 price cut versus the card's launch price, whereas the Radeon R9 290X's price fell from $549 to $399.
NVIDIA's GeForce GTX 980 sells for $549 and the GeForce GTX 970 for $329. AMD's price cuts may not be deep enough to turn the tide around, performance-wise the GeForce GTX 970 is a good alternative for the Radeon R9 290X and besides the lower price it has the advantage of drawing 100W less power (which in turn results in a lower noise level).