Unlike Xbox One, PlayStation 4 is rarely available for a price cheaper than the suggested RRP of £349.99. UK online retailer ShopTo is however offering the console for £299.99 while supplies last.
Update: Price appears to have been increased to £319.99, still cheaper than the suggested RRP.
The offer is available only through their eBay page, and it's available while supplies last. So, hurry up if you were on the fence.