Maplin UK is offering Microsoft’s Xbox One console for the same price at Sony’s PS4 – £349.99.
When the Xbox One launched in November it had a price tag of £429, but a number of cuts have been introduced in recent weeks. However, Maplin’s deal is the first time it has been reduced to cost the same as the PS4.
Although the deal marks a major saving, the offer is already listed as out of stock on the Maplin webiste.
Shoppers can select to be emailed by Maplin when the Xbox One is back in stock, but the retailer has not revealed how long the deal will last.
Last week a Titanfall-themed Xbox One console was revealed.
Modelled in the orange and white colour scheme of the mech-shooter, the console is emblazoned with logos and text from the game.
Also last week, owner Montagu put Maplin up for sale with a £200m price tag.