Less than a week after the European launch of PS3, the UK retailer Aria.co.uk has knocked more than £25 off the RRP of the console to take the price below £400.

Sony’s next-gen offering can be seen on the Aria site, based in Manchester, for £399.95 including VAT.

Aria Taheri, founder and managing director commented, "We're running a promotion to create market awareness. This offer will only run for a limited period, and we have a limited quantity of machines available at this price".

"Rather than put money into marketing, we like to keep prices low - so the money is passed on and our customers are happy."

"We may end the promotion next week, or it could be two weeks or in a month's time. It all just depends on how things go."

Replying to questions about the strength of PS3 sales so far Taheri said, "We mainly sell computer components and we have around 2500 products, so I couldn't tell you - we have a lot to keep track of."

>> Link - Official Site/Aria price cut PS3