The overwhelmingly positive response given to PS4 at E3 this week has led to the company raising its sales expectations for the machine.
Global PlayStation boss Andrew House told The Wall Street Journal “the company is shifting its internal projections for the product after favourable reactions to the company's presentation Monday”.
Amazon has apparently seen such a sales spike for the machine that it is no warning customers that it cannot guarantee day one delivery of the machine as it fears launch day stock will be unable to meet demand.
Indeed, House admitted that "demand may well outstrip supply". GameStop executives confirmed similar concerns.
Interestingly, the standard Xbox One SKU has now slipped from third to fifth in Amazon.co.uk’s Bestsellers charts, although the newly listed Day One SKU has claimed fourth.