You can now pick up an Xbox One for £299 in the UK.
The promotion is the fourth price cut for a system that originally cost £429 when released.
If you shop around you can shave a little over £10 of the official price and pick it up for £288.75 on Amazon.
Update: GameStop has now dropped the price of the Xbox One in the UK to £279.97. Jeepers.
The last official price of the console was £329 in the UK after a September promotion.
If you were ever on the fence about buying the Xbox One, now is the time to weigh up your wallet.