It seemed like NVIDIA was the natural choice when they launched the RTX 3000 series, that is, untill AMD released its new RDNA2 family of graphics cards, and strangely enough, it seems like this particular time they underpromised and overachieved. Previously if consumers wanted a high-end graphics card it was pretty easy, simply going for a NVIDIA xx80. This is not the case anymore, in just 2 generations AMD more than doubled their performance per watt and positioned themselves at the level of NVIDIA. However, we still don't know real-world performances and/or if AMD will have the same problems NVIDIA had with manufacturers.
There are three variants that AMD has introduced in this initial launch: the Radeon RX 6800, the Radeon RX 6800 XT and the Radeon RX 6900 XT, aimed to compete with the RTX 3070, RTX 3080 and even the RTX 3090 from NVIDIA. These graphics cards are more than capable of 4K at high FPS, VR and Ray Tracing.
RX 6000 Series specifications
With a die size of 392 mm2 and a max power consumption of 250W the AMD Radeon RX 6800 is beffier and drains more power than the NVIDIA RTX 3070. The AMD graphics card is also $78 more expensive than the NVIDIA option, in order to justify the extra size, consumption and cost AMD needs to offer better performance.