UPDATE: Microsoft would like us to make it clear that this is not a permanent RRP drop. But rather a retail promotion.
The latest Xbox One price cut is exclusive to the UK, Microsoft says.
The firm confirmed it has reduced the price slightly in Britain (the third time it has lowered the cost this year) to 330. The firm lowered the price slightly ahead of the arrival of Titanfall to 399.99 in February, then reduced it to 350 in June with the removal of the Kinect sensor.
The last price discount is designed to help bolster the upcoming launches of Forza Horizon 2, Sunset Overdrive and Halo: The Master Chief Collection.
Xbox One's price has been falling at retail already. The 'average selling price' of the Xbox One hardware reached 306 around the launch of Destiny.
The move is part of Microsoft's bid to claw back its position in the UK. PS4 has already surpassed 1m sales in the UK, making it the No.1 games console in the territory. During the previous generation, Xbox 360 was comfortably the biggest selling console in the market.
We are always looking at ways to offer the best value for our customers," an Xbox spokesperson said.
"This is a UK only retail promotion which coincides with our upcoming releases including Forza Horizon 2, Sunset Overdrive and Halo: The Master Chief Collection.”