Sony has finally announced new, lower prices for PlayStation 4 in Europe.

Following the recent PlayStation 4 price-cuts in both North America and Australia, Sony has now announced a similar drop for Europe.

The 500Gb console is available starting today for €349.99 in Europe, £299.99 in the UK, and AED1399 in the United Arab Emirates.

Retailers such as Amazon have it listed below the RRP however, for as little as £279.99.

This series of cuts started back at TGS, when Sony announced the first for Japan. Since then, rumours began circulating that other regions would follow. North America was the second locale to take the plunge.

British retailers have immediately cut their PS4 prices in response to the Sony announcement.

Amazon – The vanilla PS4 Console for is now £279.99. Bundles, such as one with The Uncharted Collection included, start at £289.

Zavvi – You can get the plain console at Zavvi for £279.99, the same price as Amazon.

GAME – You’ll find loads of console and bundle deals here from £299.

Shopto – Get the vanilla console from Shopto for £299.

John Lewis – John Lewis has PS4 and The Uncharted Collection for £289.95, which is almost as low as Amazon.