The Carphone Warehouse and Best Buy UK have begun offering the Amazon Kindle e-reader free with mobile phone contracts.
Outside of contracts, the retailers will be selling the Kindle at the same price as offered on Amazon's web store. However the devices are available free for customers signing up to contracts worth as little as £15 a month.
The free Kindle will be of the WiFi variety but those wanting the Kindle 3G have the option of paying a £15 upgrade.
"We are pleased to be working with The Carphone Warehouse and Best Buy to offer the Kindle devices in store," said Amazon Europe Kindle boss Gordon Willoughby.
"The reach and appeal of both these first in class retailers combined with the excellent level of personalised service provided by its people gives customers a great new place to discover Kindle and Kindle 3G."