Pre-orders for the slim PlayStation 3 are already topping the videogame charts at online retailer Amazon.
The redesigned console will take on the new USD 299 / EUR 299 / GBP 249 price when it's released in the first week of September, as Sony looks to boost flagging sales of its home entertainment machine.
And in a effort to curb consumers buying up stock and selling it on at a higher price if demand outstrips supply, the retailer is limiting the amount of units to five for each consumer in the UK.
"This product can sometimes be in great demand, and there can be shortages of this product across the UK," said Amazon.
"In an effort to provide as many customers as possible with the opportunity to purchase it, we are limiting the total number of units that can be purchased."