Fans queue in central London for the new PlayStation 4 console
Sony’s PlayStation 4 was launched in the UK at midnight and is already “starting to sell out”.
Fans camped overnight for a chance to get their hands on one of the consoles.
The first-come first-served launch was considered one of the only ways for people to get hold of a console before Christmas.
Amazon said customers who had not pre-ordered before 13 November would not receive a console in time for Christmas.
The UK launch comes two weeks after the PS4 was launched in the US and a week after Microsoft’s Xbox One was launched worldwide. Both consoles sold over a million in the first 24 hours.
In a statement to the BBC a Sony spokesman said: “We are starting to sell out – very rapidly but [we] will continue to work with all parts of the supply chain including our partners at retail to get more, as and when we can.”
The company said it was facing “unprecedented” demand and it would be setting up a stock-tracker website to
help customers find “those elusive units”.
The launches are seen as a fight for dominance in the key Christmas season says the BBC’s technology correspondent Rory Cellan-Jones.
Imran Choudhary was the first in the queue outside the venue in Covent Garden, London.
“It was always my goal to try and be one of the first people in the country to get hold of a PS4,” he said.