They're going to announce something or other about Zen 3 (next gen CPUs) on October 8, and then something about RDNA 2 (next gen GPUs) on October 28. They've also announced that the latter will be marketed as the Radeon RX 6000 series.
It's not clear exactly what they'll announce. These likely won't be actual product launches. It could easily be something analogous to Nvidia's Ampere announcements from last week.
On the CPU side, AMD is pretty much the market leader already. Zen 3 will probably extend their advantage, and may finally erase Intel's edge in strictly single-threaded performance if you buy their top end chips. I expect that Zen 3 will offer increased performance at about the same price points as before.
On the GPU side, AMD is promising a 50% increase in performance per watt as compared to RDNA. It's not clear how that will compare to Ampere, but it's likely that they'll be competitive. AMD has also promised that there will be a big Navi chip, which they didn't do for their previous generation, so it's likely that AMD will have something competitive higher up the chain than they have in recent generations.
I think there are some clues in Nvidia's Ampere pricing. Nvidia is charging $1500 for a GeForce RTX 3090, but $700 for an RTX 3080. To have the cut-down version cost less than half of the price of the top GeForce card is very unusual, and I can't think of any previous generation that did anything remotely similar. There are two obvious explanations:
1) Yields are terrible and Nvidia will hardly be able to build any RTX 3090s, so they have to charge an enormous price to keep them in stock, or
2) Nvidia expects to have monopoly pricing power on the RTX 3090 but not the RTX 3080. That is, they expect AMD to have a GPU that is competitive with the RTX 3080 but nothing that can touch the RTX 3090 anytime soon.
It's not clear how big of a lineup AMD will launch with RDNA 2. There will be the consoles, of course. But it might just be a single, large chip that is their new flagship, while they continue to sell (and possibly rebrand) older cards for their lower end parts. Similarly, it's not clear how much of a lineup Nvidia will offer with Ampere. I'm halfway expecting them to keep the GeForce GTX 1600 series around for quite some time and not have an Ampere replacement in that price or performance range.
A big Navi chip, like any other big chip, won't be cheap, of course. Or at least, not unless AMD is forced to sell it for much less than they intended because the chip isn't competitive. If it's competitive with an RTX 3080 on performance, it probably will be on, price, too. Meaning, expect to pay about $700 or so for the top card, not $400.