UK retailers have begun selling the PlayStation 4 for an all-time low price of £290, a little more than a week after Microsoft discounted the Xbox One RRP to £300.

On shopping sites such as Tecsco, Amazon, and Argos, both black and white PS4 units are listed at £289.99, down from the previous standard price of £330 (the official RRP remains £350). Meanwhile, retailer GAME is offering a PS4 bundle with Minecraft for £290.

These retailer deals were not enacted independently from Sony; The platform holder has even promoted the offers on its official Twitter account.

For a limited time grab a #PS4 for £299.99 at participating retailers! -> http://t.co/0Z7qZTURB6 pic.twitter.com/JmHpRfbtjM — PlayStation UK (@PlayStationUK) April 22, 2015

The deal arrives nine days after Microsoft reduced the price of the Xbox One from £330 to £300. Both platform holders say their respective discounts are a "limited time" offer; Sony states its promotion will cease April 28, while Microsoft has not yet provided a clear date for when its deal will end.

Such offers also arrive during a seasonal reduction in video game sales, as Britain crawls into the summer months. According to NPD data, total game retail sales across the US declined 20 percent in February.