Retailers across Britain are not selling Nintendo's Wii U for anything substantially less than £250.
Supermarket Tesco is selling the basic model for £248 while online retailers such as Amazon and Zavvi are a pound or two within that price range. Specialist stores GAME and Play.com are selling the console for £260.
It is believed that retailers pay about £205 for each basic model, though strong demand on launch day appears to have encouraged retailers to sell at a healthy profit.
There's little competition on the price of the deluxe version, with most retailers settling at about £300. Again, Play.com and GAME are selling the unit for £10 more expensive than their competitors.
The Premium Pack, which is selling out faster than the basic model, is sold into retail at about £245 per unit.
Market competitiveness has been most active on the ZombiU bundle, which includes a Premium console, a Pro Controller and a copy of Ubisoft's acclaimed survival horror game. Prices range from £320 to £350, with Zavvi and The Hut at the lower end, and Play.com and GAME pushing the price to £350.
Nintendo's Wii U launch day is November 30 in Britain.